Thomas Cook – Manchester United Partnership Launch
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
Outcome
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
