The Roger Federer Foundation required localised PR that would not only generate awareness for the Match In Africa 6 exhibition match but also for the breaking of a world record. The agency worked with the International Communication’s team as the South African representatives managing the drafting and issuing of press releases, setting up of media interviews, liaising with local and international media, media accreditation, media centre management, management of the various media events including press briefings, mixed zone interviews, Q&A’s with key spokespeople, management of media photographers and briefings, exclusive Dubai international media one-on-one interviews with Roger Federer, social media management, website management and reporting.
The challenge was successfully met with a record breaking 51 945 spectators/fans watching the match live in the stadium; with the event raising a total of USD 3.5 million (approximately R54.6 million) for the Roger Federer Foundation. The PR resulted in a total AVE (ZAR) across all platforms (broadcast, print, online & social media) of over R921 million, which equates to a total AVE (USD) of $61.5 million.
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