The covid-delayed five-game Aer Lingus College Football Series finally kicked off in Dublin in 2022. With an expected 18,000 travelling from the US, domestic ticket sales were key and PR & Social would play a lead role in the five-month campaign leading up to the game at the Aviva Stadium in August.
- The ticket launch in April included media interviews with Northwestern’s Coach Fitzgerald, a ticket giveaway on Ireland’s most-watched TV show, The Late Late Show, negotiated FOC and broadcast live to 700,000, and a media tour with cheerleaders flown over from both colleges and placed on key broadcast slots.
- Our PR activity ramped up in the month before game day consisting of media interviews with key game figures and a game guide media release to engage and inform the Irish public. Through proactive pitching we secured business and lifestyle focussed interviews with Forbes Magazine, The Irish Independent and RTE TV News. This yielded 60 pieces of media coverage with reach of 13,830,000
- Our social media campaigns consisting of cheerleader media trip activity and ticket seeding yielded results of 2 million in reach
- Despite stadium operational issues on game day, we achieved mass, positive coverage across global publications including The Washington Post and USA Today.
Legacy have been retained for the 2023 event having exceeded our key objective with over 42,000 attendees at the game – over 2,000 more than our target.