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03 October 2009
Sabotaged cycling event gets positive spin
Etape 2009, the UK’s largest closed road cycling event, was a sell out with over 3700 cyclists registered. Following a smooth start to the event, cyclists hit problems on the route which resulted in closure of the roads for 1 ½ hours. The problems were later identified as an act of sabotage. The media did not take long to arrive on site.
Spinning into immediate action, Volpa briefed all officials and race management prior to interviews or statement releases and handled all media enquiries, dealing with interview requests, soundbites and media access to the race. As initial point of contact for all media enquiries, Volpa handled over 118 incoming media requests by phone and in person serving the rest of the UK and Scotland’s news agencies including TV, radio, print and online. The coverage generated across a wide range of media, much of it overwhelmingly sympathetic to the event organisers, was valued in excess of £500,000.
Commended on their management of the crisis by both the client and the media, Volpa ensured the media got the information they needed quickly and with ease. IMG, organisers of the event, appreciated the efficient use of their time in interviews to allow them to focus on their customers, the participants.
The MacMillan Cancer Support Etape Caledonia received seven consecutive days of coverage and was the most popular news story trouncing MP’s speakers’ expenses on the Tuesday following the event.
Sabotaged cycling event gets positive spin
Etape 2009, the UK’s largest closed road cycling event, was a sell out with over 3700 cyclists registered. Following a smooth start to the event, cyclists hit problems on the route which resulted in closure of the roads for 1 ½ hours. The problems were later identified as an act of sabotage. The media did not take long to arrive on site.
Spinning into immediate action, Volpa briefed all officials and race management prior to interviews or statement releases and handled all media enquiries, dealing with interview requests, soundbites and media access to the race. As initial point of contact for all media enquiries, Volpa handled over 118 incoming media requests by phone and in person serving the rest of the UK and Scotland’s news agencies including TV, radio, print and online. The coverage generated across a wide range of media, much of it overwhelmingly sympathetic to the event organisers, was valued in excess of £500,000.
Commended on their management of the crisis by both the client and the media, Volpa ensured the media got the information they needed quickly and with ease. IMG, organisers of the event, appreciated the efficient use of their time in interviews to allow them to focus on their customers, the participants.
The MacMillan Cancer Support Etape Caledonia received seven consecutive days of coverage and was the most popular news story trouncing MP’s speakers’ expenses on the Tuesday following the event.
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