Challenge

To launch a new, independent sports network, owned by a Middle Eastern country that had no brand recognition or online presence. The network management was extremely sensitive to all media coverage and wanted to entirely control the story or not participate in an interview. At one point, our agency had to “kill” a Sports Illustrated cover story, as we were concerned about negative statement or photos appearing in the article.

Solution

BG&A tapped into its long-standing relationships with key distribution trade and sports outlets and editors in the US and later Canada.

We decided to let our news releases and media alerts serve as “official” spokespeople. We also spent a great deal of time on the phone and in person giving background.

Results

The network achieved virtual ubiquitous distribution within 18 months. We weathered some intensely negative articles and even secured a major on-air talent profile in the New York Times for one of its most colorful on-air announcers.

Also created demand for the network as an online-only offering in Canada.

In the space of 12 months we drafted and distributed 96 media alerts and news releases!!