CG's integrated campaign makes waves across the world
CG is currently compiling masses of media coverage and collecting in web data after running a hugely successful integrated campaign for the GORE-TEX® Arctic Challenge.
CG was responsible for promotion of the six day adventure, which saw a team of eight head from Scotland to the Arctic Circle in two small RIBs over six days.
The challenge was taken on in a bid to promote the use of RIBs to a wider audience and also to show their capabilities and inspire people to set out on the water.
With this in mind, CG created an integrated marketing strategy for the challenge that included:
CG built a website for the challenge which would allow visitors to get closer to the action. The website featured blogs, videos and photos before and after the challenge, as well as multiple daily updates as it went on.
CG also created a unique, world-first social tracker tool for the website, which meant users could log on and see the latest position of the crew on the map.
Updates from the blog were fed out to social media channels in a bid to reach a wider audience and communicate with them on their level. Content fed to sites such as Twitter, Flickr, YouTube and Facebook brought users in to the official blog and exposed them to the key messages of the campaign.
Getting on board
CG put its Creative Director on board. An experienced photographer, blogger and communications expert, it ensured top quality photography for press and a CG representative ‘on the ground’.
Ed wrote blogs and took video footage and photos daily, which were uploaded to the blog by CG in the UK and fed out to social media sites. He also organised press interviews, provided on-site media relations and remotely ran the campaign from the boat.
Press and PR
CG created and implemented a thorough PR strategy that has resulted in press coverage worldwide. Coverage of the challenge has appeared in print, online, on the radio and on TV. Media outlets ranged from specialist RIB magazines to consumer titles, hitting the key brief of promoting RIBs to a wider audience.
One of the biggest tactics of CG’s PR campaign was to get a national newspaper journalist to take part in the challenge. Bryony Gordon was chosen to join the crew due to her high profile and as a result, word of the challenge and its key messages has spread to her 6,000 Twitter followers, visitors to the Telegraph website who read her daily challenge blogs and to readers of the printed paper, which is due to run a huge feature on the challenge next week.
Film and photography
CG filmed and photographed every aspect of the challenge. The content was used on multiple channels, including the BBC, Telegraph and Sportsboat & RIB, and will be made into a film to create a legacy and ensure the challenge continues to deliver a return.