Media Highlights

Media Highlights

Collaboration was name of the game in 2015 as the Corporate Communications, Press Relations and Commercial teams worked closer than ever to promote equestrian sport to both new and existing audiences. With many high profile events in the calendar it was a busy year and a golden opportunity to raise the profile of equestrian sport.

Headlines

Award Winning Marketing and Communications Team

In the inaugural SportBusiness Ultimate Sports Federation and Association Awards the FEI Communications team won the Marketing and Communications Category praising the constant promotions of equestrian sport, the innovative approach to communications partnerships such as with CNN & Reuters and the broadcast provision through FEITV.

In 2015...

Key facts and figures

 

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increase since 2014

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increase since 2014

Longines FEI World Cup™ Jumping North American League

Launched at SPORTELAmerica in Miami with 3 of the biggest names in American Jumping (Beezie Madden, Jessica Springsteen and Hannah Selleck) and attended by top media including NBC, CNN, Yahoo! Sport among others.

Longines FEI World Cup™ Jumping & Reem Acra FEI World Cup™ Dressage Finals, Las Vegas (USA)

  • With This Carrot I Thee Wed
    • Landmark horse wedding photo stunt launched on Valentine's Day to celebrate the finals coming to the ‘Entertainment Capital of the World'
    • Social reach of over 500,000
    • Exclusive article in the Huffington Post, gaining exposure on the 'Entertainment' homepage due to its high popularity.
  • #MyHorseIs – social competition linked with the finals reaching 250,000 fans.
  • Press coverage generating a total 784 million "opportunities to see"; a 386% increase in print and 308% increase in online coverage.
  • Development of relationships with key media resulting in coverage in:
    • Los Angeles Times, Chicago Tribune, USA Today, ESPN, Huffington Post, Yahoo!, CNN, FOX, BBC, Xinhua Sports, Sina.com (40m daily IP addresses), MailOnline and GuardianOnline

First FEI event with dedicated on-site social media
coverage over the whole final

 

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social posts

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engaged fans
Coverage reaching

1.6+ Million

fans on FEI channels alone
Extensive broadcast coverage of the whole finals

Longines FEI World Cup™ Jumping Final: 61 TV channels, 761 programmes, 11,01 million cumulative audience, 161 hours broadcasting time

 

Reem Acra FEI World Cup™ Dressage: 42 TV channels, 271 programmes, 5,28 million cumulative audience, 132 hours broadcasting time

Rio 2016 Test Event

As the first major milestone in the build up to the Rio 2016 Olympic Games the communications teams took advantage of the opportunity to showcase the sport in its Rio de Janeiro home for the first time.

To celebrate this momentous occasion a special reportage photobook was produced commissioning prominent Brazilian photographer, Raphael Macek, to showcase the event.

FEI European Championships 2015 – Aachen (GER) & Blair Castle (GBR)

 

5.5billion +

reached with online and print coverage

 

 

Extensive social coverage:

  • 4.3million+ reach
  • 315,000+ engaged fans
  • 18,000+ new likes on Facebook
  • 200+ social posts
  • 52 YouTube videos
  • Direct liaison with the British Royal Household to manage communications and secure coverage of HM The Queen’s visit and prize giving ceremony of the Longines FEI European Eventing Championships.
  • First social content posted featuring HM The Queen arriving to present the medals.

Furusiyya FEI Nations Cup™ Final

 

 

Countdown to the final:

  • Exclusive photoshoot at FC Barcelona's Camp Nou stadium featuring jumping stars Jeroen Dubbeldam, Sergio Alvarez Moya and Jess Mendoza.
  • Working with Barcelona's world-renowned human towers, the Castellers, a photoshoot was organised in the centre of Barcelona to announce the arrival of the world's oldest and most prestigious team jumping competition coming to the city once again.
  • For both shoots, the Corporate Communications, Press Relations and Broadcast teams came together to integrate the release of content across a range of media – TV programming from IMG productions, behind the scenes content exclusive for our social fans and close relations with media and major image agencies to secure global coverage.

 

Final:

  • Team Photoshoots Year Two – bigger, better and more engaging.
  • Following the success of the team photoshoots in 2014 these were brought back for 2015 with a more elaborate set to greater engage the athletes and fans.
  • Fans, liked, commented and shared in their thousands, as the images spread the word of the final and showed the 'otherside’ of our athletes.
  • Live social coverage throughout the Final
  • 2.5 million + reach
  • 260,000 + engagement

Unusual but impactful // Most successful social post of 2015

 

#MayTheHorseBeWithYou

  • To coincide with the highly anticipated release of the seventh Star Wars film – Star Wars, The Force Awakens this spoof social graphic was developed.
  • 5million+ reach
  • 230,000+ engaged fans
  • 42,000+ Facebook shares

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