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Thomas

Case Studies

Thomas Cook – Manchester United Partnership Launch

Events

Sports

06 October 2014

Background

In August 2010, Thomas Cook signed a deal with one of the world’s leading sport teams, Manchester United, to become Official Travel Partner. Hatch was assigned to work alongside the club to announce the new sponsorship to the global press.

Objectives

  • To achieve maximum profile and awareness of the new partnership, positioning the two brands together in a positive business announcement.
  • To maximise the properties available on the day including a press conference, the use of Old Trafford and agree player appearances.

Strategy and Tactics

  • To launch the new partnership, MUFC and Thomas Cook held a beach-themed event at Old Trafford to announce Thomas Cook as the Official Travel Partner of Manchester United to the media and to the fans.
  • Journalists from a range of titles – business, sport, sponsorship, finance and travel – were invited the event for a Q&A and to meet the staff
  • Key stakeholders attended and spoke at the event, including David Gill, Sir Bobby Charlton and relevant people from Thomas Cook.
  • Six players from the club attended – Michael Carrick, Paul Scholes, Anderson, Fabio, Gabriel Obertan and Darren Fletcher.
  • Branded media interviews were agreed in advance working alongside the MUFC press office

Outputs

  • Attended by approximately 125 club officials, journalists and key stakeholders
  • Generated 53 pieces of positive branded media coverage & PR Value £319,026
  • Organised & delivered successful event format
  • Raised awareness of TC’ sponsorship of MUFC amongst fans & received positive feedback from fans, media & staff
  • Media interviews took place with Football Focus, Daily Star, The Times, Sport magazine, Sunday Express, Daily Mirror, Soccer Saturday & talkSPORT