Last month saw the pinnacle of club football descend on London for a week in May as the UEFA Champions League Final came into town. Ending with the dream final between Manchester United and Barcelona on 28th May, the week kicked off with the UEFA Champions Festival, a free 8-day festival beginning on Saturday 21st. UEFA also staged the Women’s Champions League Final at Craven Cottage on 26th May, a battle between French side Lyon and Germany’s Potsdam.
Synergy was brought on board by UEFA to promote the UEFA Women’s Champions League Final and UEFA Champions Festival, which for the footie-loving team in the office, was a bit of a treat.
Our approach combined a mix of PR stunt-led ideas with a hard working press office, both underpinned by a running theme throughout of creating Champions League moments.
We packed quite a bit of activity into the 4 week campaign, below are some of our highlights.
UEFA Women’s Champions League Final comes to Craven Cottage
Synergy announced the sale of the UEFA Women’s Final tickets via a PR stunt that tapped into Fulham’s FC’s most popular asset – the Michael Jackson statue. For one day only, the statue’s white glove was replaced with a pink one to mark the sale of the Women’s Final tickets.
Female Football Freestyler hits London
In the run up to the Women’s Final, Synergy drummed up interest amongst Londoners by touring female football freestyler Charlotte Lade around the capital. Charlotte wowed crowds at London Bridge Underground station, Canary Wharf and commuters on London Bridge (see below image).
The UEFA Champions Festival opening
Synergy invited the media to attend the official opening of the Festival on Saturday 21st, with Gary Lineker and Graeme Le Saux cutting the red ribbon in front of hundreds of fans and the world’s media.
Breaking a World Record
To maintain momentum around the Festival opening, Synergy orchestrated a World Record attempt on the first weekday of the Festival. Giving football fans the chance to get up-close and personal to the Champions League trophy, UEFA broke the record for the most trophy lifts in one hour, with 417 festival-goers beating the record of 250 lifts.
That’s not all…
We didn’t just stop at the above stunts, other activity included…
Giant UEFA Champions League footballs in Trafalgar Square.
Taking UEFA Champions Festival ambassador Graeme Le Saux to key media outlets to talk about the Festival and Women’s Final, including Sky Sports (see below).
A hardworking press office team also ensured the Festival and Women’s Final made the listings sections of the media and placed numerous interviews with our ambassadors who included England women’s coach Hope Powell.
A perfect ending to the week? Well that would be the UEFA team at Synergy going to the UEFA Champions League Final at Wembley….
By Jennifer Mitton on June 17th, 2011