Dorian v Rijsselberghe
It’s two weeks until the Masters of Marketing awards are announced in London and this year, PRISM has two projects on the shortlist.
The awards are held every year to celebrate creativity and innovation that sets new standards in all industries with a marketing function, from financial services to travel, leisure and transport, public sector and retail. They are announced on the eve of the Festival of Marketing, a huge meeting of marketers that takes place in the capital from October 5-6.
PRISM is shortlisted in the automotive category for the work the Aston Martin team did on the launch of the DB11, and in the PR category for the Amsterdam team’s continued work on the Delta Lloyd Regatta.
The Regatta is one of the longest-running events PRISM delivers. It’s entirely PRISM’s event and self-funding, with Delta Lloyd as its main sponsor. This year between May 24 and 28, 191 boats participated in seven Olympic sailing classes and we also hosted the Para World Sailing Championships with 57 boats crewed with Paralympians competing in three classes.
To entice younger sailors to the event, PRISM also organised races in the optimist class, the 29-er class and the laser 4.7 class, plus a race in the up-and-coming “moth class”.
The objectives of the project were to generate at 2 million euros of media coverage, reach 175,000 people on Facebook and generate 1.6 million impressions on Twitter through a strategy of in-house content creation and by exploiting technological innovation.
Our in-house content team included one of the best sailing photographers in the Netherlands, a camera crew that specialised in filming sailing events, two international journalists plus an interviewer. The media team produced up to seven high-quality interviews every day with journalists composing daily stories to seed out to media and through social.
The team enlarged the scope of their coverage beyond the competition itself to encompass human interest stories, interviews with sailors, and the sort of background storytelling that we know drives clicks and engagement.
Rutger van Schaardenburg
The strategy worked, producing 12,000 views of our daily live broadcasts, a reach of 200,000 people on Facebook, 1.9 million impressions on Twitter (a 60% increase on 2015’s results) and a media value equivalence of 3.3 million euros – 106% up from last year.
As usual, the hard work and expertise of PRISM’s staff produced a fantastic event and ensured we delivered the goods for main sponsor Delta Lloyd, despite a tight budget, and it’s great to see the work recognised now at the Masters of Marketing awards.
We’ll post a blog about the launch of the DB11, and how it snagged us our second nomination, in a couple of days. And expect the results of the awards on October 5.