Sporting Life revived in print to drive brand fame

To raise awareness of the Sporting Life brand beyond its traditional, older audience ahead of one of the biggest race meets of the year - the Cheltenham Festival.

To create a moment of brand fame by bringing the brand’s iconic newspaper back to life, after a 27-year absence, and getting it into the hands of racegoers on their way to the festival.

We stage-managed the campaign end-to-end, including co-ordinating the design and print of the 16-page paper (working with its internal team on story content), designing and installing a newsstand at Paddington station (the main London terminal for Cheltenham) and bringing in a high profile ‘paper boy’ in the shape of former England rugby captain, Mike Tindall, to give star power to the story.

Our media strategy included a PA photocall and interview time for press with Mike himself.

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We secured 28 items of coverage in national, regional and broadcast media, including a slot on ITV and articles in Daily Mail, Metro and SportsJoe. This resulted in 24.7million total online coverage views and a very happy client. 

“I wanted to say thank you for your supreme efforts and coordination for the newspaper and event. I understand how much work has gone on behind the scenes. It was a really good morning, the newspaper looked great and it’s been picked up in some good places.”

Nicole Liebenberg, creative and AV manager at Sporting Life