What do you do if you go from being main sponsor to back sponsor of one of the largest football clubs in the Netherlands: PSV? And how do you ensure that all the loyalty that has been built up from fans and customers remains secure? Energiedirect.nl devised a global PR stunt and brought back one of the greatest PSV players of all time to the Netherlands for carnival: the Brazilian star Romario. Maximum exposure was created via an ingenious PR strategy, in which momentum and icon converged, as well as smart use of media, which led to a stunning media value of 7 million.
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