Background:

The Liebherr 2011 ITTF-Oceania Cup in Adelaide is the biggest event on the table tennis calendar in the Asia Pacific region, providing competitors with a route to the lucrative Liebherr World Cup.

Weber Shandwick was briefed by the International Table Tennis Federation to drive ticket sales for the Liebherr 2011 ITTF-Oceania Cup, extending the reach of table tennis beyond its traditional audience by driving positive coverage and ticket messaging across key print, online, radio and TV outlets.

Action:

Weber Shandwick created a two-week media programme that included the announcement of new sponsorship partners and leveraging key personalities involved in the event – the tournament ambassador, the players and coaches.

Business outcome:

Media coverage reached over 2.2 million Australians, highlights included a ‘live’ cross on a national TV station, two major interviews in local print media and several TV interviews on local news channels.

The team also coordinated a series of media interviews with player William Henzell and Australian coach Jens Lang to excite sporting fans and negotiated one exclusive interview with local print media with pop star Paulini (the event ambassador) to generate hype beyond its traditional audience.

Over 1,000 people attended the three days of competition, exceeding expectations of the event organisers.

Contact our consumer and lifestyle practice for more details