In May 2015, WorldSkills UK approached 4mediarelations seeking to publicise the upcoming WorldSkills tournament in Sao Paolo, Brazil. The competition is a kind of ‘skills Olympics’, with competitive disciplines ranging from engineering prowess to culinary arts and design talent. The announcement of Squad UK for the tournament acted as the campaign springboard, allowing 4mediarelations to convince our extensive media contacts that it belonged front-and-centre of the news agenda.
With World Cup-winning England rugby star Will Greenwood on board as a spokesperson, 4mediarelations set about
securing maximum coverage of WorldSkills 2015 and the announcement of Squad UK across national media.
Using Will’s profile and the question of whether a healthy level of competition can help young people succeed in life as hooks, News Data Network ensured that strong interest in the story translated into prominent broadcast interviews.
A radio day was organised with Will as the figurehead, with interviews split between the 4mediarelations studio in Mayfair and BBC Broadcasting House, where he was interviewed on both the Today Programme and the Chris Evans Breakfast show.
In total, it is estimated that the audience reach totalled more than 32 million people, providing excellent exposure for both WorldSkills and the upcoming tournament in Sao Paolo and generating a strong buzz around the project.
Alongside the interviews at BBC Broadcasting House, 4mediarelations’s media sell-in team, News Data Network, secured slots on BBC Scotland and a 20-minute feature on talkSPORT.
The extended interview on Colin Murray’s daily morning show covered a huge range of topics, from the upcoming WorldSkills competition to the 2015 Rugby World Cup and the vital role competitive sport can play in a child’s upbringing.
In all, the campaign achieved 17 items of radio coverage, including five pieces on national stations, bringing WorldSkills to the forefront of the public conversation.