MARK BEAUMONT

Muckle Media was approached by ultra-endurance cyclist Mark Beaumont, best known for cycling round the world in 194 days in 2008, to provide public relations support on his latest adventure to circumnavigate the globe, travelling 18,000 miles in just 80 days.

Challenge

Muckle Media was approached by ultra-endurance cyclist Mark Beaumont, best known for cycling round the world in 194 days in 2008, to provide public relations support on his latest adventure to circumnavigate the globe, travelling 18,000 miles in just 80 days. The client’s objective was to generate a large volume and reach of measurable media coverage in a tight turnaround. As a brand ambassador, Mark’s equity is in his global audience reach.

Strategy

Muckle Media delivered a structured plan to capitalise on media opportunities leading up to the launch, which included photocalls for Scottish press at Edinburgh Airport and in Central London covered by Press Association and The Sun among many others. The team also arranged telephone pre-briefings with all major newspapers, and subsequent inter-views while Mark was on the road were scheduled using a tiered approach to ensure his time was spent resourcefully.

A suite of collateral including video, audio and stills was prepared to be pitched widely to media and shared with sponsors for their individual media activity, as well as on social media with Mark’s thousands of followers.

Results

Muckle Media’s six-month objectives (April -September 2017) of securing 300 pieces of coverage and delivering a 90% key message penetration were achieved within two weeks of the launch, and currently stands at over 400 media clips consisting of print, online and broadcast with over 90% key message penetration. Coverage was secured throughout Around Britain in The Times, BBC Breakfast, The Tele-graph, I, The Guardian, BBC, The Scotsman, The Herald, STV, BBC World Service Radio, MSN UK, Reuters, BBC Radio 2 among other national, regional and broadcast outlets. Mark’s profile and awareness of the Artemis World Cycle has been raised on a colossal scale reaching over 52 million people to date. Mark’s profile and awareness of the Artemis World Cycle has been raised on a colossal scale reaching over 726 million people.

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