'Typhoo Sports For All' for Typhoo Tea Ltd by Cirkle

In a market where branded charity initiatives are becoming commonplace, Cirkle was tasked with amplifying Typhoo's partnership with the English Federation of Disability Sport (EFDS) which aims to make sport accessible for people with disabilities. The EFDS project was carefully created and named the ‘Typhoo Sports for All' campaign which had clear objectives to make sport accessible for the disabled.

Objectives
The client wanted to create nationwide awareness around the Typhoo Sports for All project, so generating widespread coverage in the national and consumer media was of paramount importance. It was crucial to always promote the charity link and highlight that every pack of Typhoo tea purchased would contribute to the cause.

Typhoo also wanted to appeal to those working within the fitness industry to recruit 500 coaches to come on board and make sport accessible for the disabled.

Strategy and Implementation
Cirkle determined that a high profile, relevant celebrity would help credibly deliver the campaign's key messages and generate interest amongst the British public. After extensive research and media audits, 1966 world cup football legend Sir Geoff Hurst was selected as the campaign ambassador. Cirkle secured primetime positions on the breakfast sofas of GMTV and Sky News and then whisked Sir Geoff off to West Ham's infamous Upton Park for a photocall with the GB disabled team, GB amputee team and a number of children from Everton's disabled football team. The photocall was attended by most of the UK national newspapers and also gave the opportunity for a series of interviews with journalists from the national sports desks; The Daily Telegraph, The Sun, Daily Sport, thelondonpaper and Daily Mirror.

To maintain awareness and raise additional funds for the charity, Cirkle enlisted further support from over 30 leading celebrities including Jonathan Ross, Alan Carr, The Saturdays, Chris Moyles and James Corden who each decorated teapots for free which were auctioned to raise money for the EFDS via www.typhootea.co.uk. Cirkle liaised with the media to generate widespread coverage and awareness as well as working with celebrity agents to generate coverage on fan pages, celebrity blogs and Facebook. Teapots were also hand delivered by the Cirkle team to leading London radio stations, which led to a number being decorated by the breakfast teams at Heart 106.2, BBC Radio 1, BBC Radio 2 and Magic 105.4 as well as on air mentions via Terry Wogan and Toby Anstis.

Results
In one week alone, Cirkle generated over 70 pieces of targeted editorial coverage, fulfilling every one of the 500 course spaces and creating enough demand to secure a further 400 spaces.

The campaign achieved a total of 163 pieces of editorial coverage, all of which included the Typhoo brand name and most included a link to the English Federation of Disability Sport website to drive support. Key pieces of coverage appeared in The Sun, Heat magazine, Daily Mail ‘Weekend', The Daily Telegraph and on Sky News, and in total reached a circulation of 179,559,340 with a PEV of £2,094,234.

Other highlights included a six minute feature interview on GMTV with Sir Geoff Hurst and coverage on Talk Sport and Sky News. The campaign delivered a Return on Investment (ROI) of  20:1

Keith Packer, CEO Typhoo Tea Ltd commented: “The Sports for All initiative was a huge success, in not only raising awareness to ultimately drive consumers in store and encourage them to support the campaign, but also to enable us to recruit a vast amount of coaches. We are delighted with Cirkle's ability to generate widespread coverage right from the start across a series of leading titles.”

Visit us at www.cirkle.com
Contact us info@cirkle.com or call 01494 680727

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