Europe CBD Expo 2019
14/07/2019
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UFC was set to host its first ever Croatian event in April 2016, and enlisted Kristina Spionjak to promote it across the print and online press, national and local radio, and TV from January 2016 through to post-event coverage.

Objectives were to raise awareness of UFC, their roster of elite athletes, their first live event in Croatia and to reach new audiences.

Background

MMA is a popular sport in Croatia with little associated negativity or misconceptions. However, there remains some audiences who are still unaware of MMA or are relatively uninformed.

Most of the sports fighters are also well educated business and family men. We considered that relaying this during press opportunities was a powerful message to help to change the perception and image of the sport and its participants for the better.

Methodology

Kristina choose three key national channels as media partners based on their audience demographics and reach and provided them with key exclusives.

She then targeted smaller second tier platforms and allocating available stories based on each platform’s individual presenting and editorial style. Beyond pure sports channels, we reached out to others including lifestyle and men’s fitness.

Results

All major national TV, radio and press covered the event on an almost daily basis during and around the fight week, securing over 342 pieces of online coverage 21.2m estimated coverage views, with €546,475 worth of media coverage.

Nova TV’s delayed broadcast of the event became the most viewed MMA spectacle in Croatia this year. The Moroz-Stancio fight was seen by 441,000 viewers (30.7% audience share), while the heavyweight contenders battle (Junior Dos Santos vs Ben Rothwell) drew 781,000 viewers – a doubling in numbers of a similar show from last year.

Over 500 fans turned up in person to the meet-and-greet event.

“Kristina was an incredible asset to our team; hard working, thorough, diligent and effective. I contracted her based on her local knowledge of Croatia and slick PR skills and she delivered on both fronts. Without a doubt a key driver in the success of our project, Kristina gained praise for her work not only from myself and the PR team, but other members of the office also. I would have her on my team any day of the week.”

- Emma Pickles, UFC Communications Director

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