Our country is not famous for its cycling infrastructure, however the popularity of cycling itself rises each year. Giro d'Italia is a multiple-stage bicycle race, which is considered one of the greatest along with the Tour de France and Vuelta. It is annually held in Italy and lasts for three weeks in May-June. The amount of cycling fans in our country is significantly lower than, say, the army of football lovers, although it raises every year. They are usually men in the age gap between 25 and 40 years. Unfortunately, very few people are aware of where they can watch the official cycling broadcasts as well as the other sports broadcasted on Eurosport 1 in the summer.
Taking all of the above to the account, our task was to announce the start of a new bicycle race on EUROSPORT 1 and telling the audience where they can watch it.
The solution to the problem was the preparation of RTP-material, supplemented with unique archive photos, for the news-analytical portal "Novoye Vremya". Target audience of the portal are men of 25-45 years of age and above average level of income.
This year, Giro d'Italia is dedicated to the legend of Italian sport, whose sporting achievements can surpass only the deeds for the benefit of mankind. In the article, we decided to tell about the legendary man and the main star of the Italian national cycling Gino Bartali, and cycling, while announcing the channel, the dates and days of broadcasts.
Gino Bartali was a great athlete, an idol and a model for millions of people. He believed that sports, especially cycling, should teach life, otherwise it is completely useless. He confirmed his views with his deeds. Without leaving his favorite pursuit, he became the main "courier" of the Italian Resistance delivery service and helped its participants, providing a fast and reliable communication. He managed to save hundreds of Jews during World War II, and thus he was recognized as the Righteous Among the Nations. The history of the cycling legend inspires and attracts attention of thousands of people also due to the publication of the article on the days of memory of the victims of World War II.
The article publication on the "Novoye Vremya" website attracted attention of the resource readers and increased the audience of the Eurosport 1 channel. Tens of thousands of people learned more about the history of cycling and about the legendary cycling champion Gino Bartali, who showed how sport can help accomplish great feats for the benefit of mankind and unite people in difficult periods of history, by his own example.
The number of page views on nv.ua since the material publication reached almost 7 hundred. The same number of people learned that you can see how new legends of world history and sport are born at the Giro d'Italia on the Eurosport 1 channel.
- Development and implementation of integrated communications strategies, CSR programs
- Media, analytics, strategic planning and strategy implementation
- Anti-crisis support, reputation management
- Communications management in time of business transformation and changes
- Representation in international media projects
- SMM-strategy, development and implementation of communications programs
- Partnership programs with opinion leaders & bloggers
PLEON Talan is a full-service PR & Public Affairs agency that provides consulting services for the development and implementation of complex communications solutions, PR strategies, and reputation management.
PLEON Talan in Ukraine has been exclusively representing the international communications network Ketchum, the trendsetter in the field of communications consulting with a successful mentorship and leadership in PR for more than 90 years worldwide, and 11 years in the domestic market– under the brand PLEON Talan.
2011-2012 — Effie Awards Ukraine (the most effective agency of marketing services in Ukraine)
2006-2011 — the most creative agency of Ukraine according to the AAC rating
2013-2015 — the most creative agency of Ukraine according to the AAC rating
2015-2017 — the best advertising campaigns and creative use of media in Ukraine according to the AAC rating
Ketchum is a leading communications company with operations in more than 70 countries across six continents. The winner of 45 Cannes Lions and an unprecedented sixth PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver outstanding results in strategic programming with creative approach and measurable results that build brands and reputations. For more information about Ketchum, a part of Omnicom Public Relations Group, visit www.ketchum.com.
Omnicom Public Relations Group is a global group of the three top public relations agencies and specialist agencies working in public affairs, marketing to women, fashion, global health strategy, and corporate social responsibility. It encompasses more than 6,000 PR professionals in more than 330 offices around the world to provide their expertise to companies, government agencies, NGOs and non-profit organizations across a wide range of industries. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. that includes more than 200 companies from the marketing industry offering services in advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding, and research.