2012 FIH HOCKEY CHAMPIONS TROPHY
Client: Hockey Australia
Project Duration: 4 months – September to December 2012
Size of Core Project Team: 4 staff
The FIH Hockey Champions Trophy 2012 showcased six of the world’s leading hockey nations – Australia, Belgium, England, Germany, Netherlands and New Zealand and two FIH invitational teams – India and Pakistan.
After hosting the event in 2009, Melbourne further enhanced its reputation as the world’s sporting capital with a highly successful tournament that included hosts Australia claiming a fifth successive title, unprecedented media coverage and record ticket sales.
Jump Media & Marketing developed and executed a four month media, PR and communications strategy aimed at delivering media coverage and advertising and marketing tactics to generate record ticket sales.
The focus was to engage the hockey community with brand and event collateral that resonated directly, before focusing on sports and major event fans.
As with many of Jump’s communication projects, the strategy aggressively targeted the Hockey Australia family with relevant messaging.
Hockey Australia’s social media platforms – Facebook, Twitter, YouTube and Instagram played an important role in delivering a direct communication channel that allowed Jump to reach the core hockey audience in the lead up to and during the tournament.
Throughout the tournament Jump delivered the news services and oversaw the event time media management and support.
Jump’s strategy provided a high volume of event time coverage across all media platforms and delivered record crowds including a sell-out on the final day of the tournament.
Project highlights included:
- A sell out on the finals days play to see Australia defending their Champions Trophy mantel and winning a record five successive titles.
- Significant media coverage locally and internationally.
- The further development of Hockey Australia’s established social media channels through Facebook, Twitter, YouTube and Instagram platforms.
- The hashtag #CTMelb2012 trending on the opening (1-2 Dec) and final weekend (8-9 Dec) of the tournament.
- Hockey Australia’s social media audience grew by 6,404 people across all mediums.
- The official event website www.hockey.org.au/ct2012 had 107,611 views from the Saturday 1 – Monday 11 December 2012.
- Live radio broadcast from ABC Grandstand added to the event’s programming and featured special guests and game commentary on the final weekend.
- Development of relationships with the Victorian Cancer Council, Movember and SunPouch for marketing and PR purposes on behalf of Hockey Australia.
- Servicing of a contingent of 73 working media from 10 different countries covering the Champions Trophy.
- TV broadcast into Australia, Europe, Asia, South America and the Sub Continent.
- A print partnership that included an event double page spread in the Herald Sun sports section.
The PR crew was everywhere at once, pitch, media room, press conferences, sidelines, mixed zones. There wasn’t an aspect of the tournament that wasn’t covered. They were on the ball so much that in the first day of play I tweeted a photo from the Kookaburras match showing the ball breaking Australian Chirs Ciriello’s nose. Within minutes that tweet was picked up by Jump Media and pushed to all avenues and appeared in the Herald Sun the next day.
The Champions Trophy hockey tournament is one of those events you dream of as a sports reporter. As an internationally-recognised event, it pits the world's best hockey teams against each other in a compact, well-organised competition that is highly sought after. But despite the high stakes, the athletes are very accessible and extremely cooperative. The 2012 edition was no different. Jamie Dwyer and his Australian teammates were always available to media and proved to be an articulate, thoughtful bunch adept off the pitch as they were on it. Members of the visiting teams were also generous with their time and all too happy to help promote the sport. For those of us who don't know hockey, its history and its players as well as we do other sports, the services of Jump Media are invaluable. Accessing information on the sport's history and the context of the 2012 Champions Trophy - which came only a few months after the Olympic tournament - was quick and easy, and Jump staff were great at coordinating interviews with players whose stories are too often untold. Hosting the Champions Trophy is a credit for Melbourne and it was little wonder the crowds were excellent at the State Hockey and Netball Centre. The tournament was clearly popular with fans and remains so with those of us lucky enough to be in the mixed zone or the media centre.
Fairfax Media Australia