Pure Skill case study
One great team meets another
The developers of the innovative sports-entertainment complex, Pure Skill, outsourced their marketing function to Impact Media, who provided a range of tailored marketing solutions to take the project from concept to launch and beyond.
Impact Media’s PR section drew up a detailed plan for press relations and publicity surrounding the launch; as well as a post-launch strategy for on-going media coverage.
Irish rugby legend Ronan O’Gara was engaged to make a personal appearance at the launch of Pure Skill, and advance publicity on his involvement instantly generated significant interest, capitalising on Ireland’s recent Grand Slam rugby win.
Media relations in advance of the launch also focused on communicating the uniqueness of the Pure Skill model and highlighting the fact it is a world-first, offering visitors the opportunity to test their skill on up to 20 different sports from rugby to surfing, in a weather-proof, 24,000 sq ft venue.
A well-attended lunch event, showcasing the Pure Skill complex to local media, generated column inches and heightened awareness of the venue as a first for Galway, with significant potential to further boost the city’s tourism potential.
In addition, news that the complex could create up to 30 new jobs was used to continue coverage into the week before the launch.
On a gloriously sunny launch day, hundreds turned out at Pure Skill where a range of entertainment, including big screen footage of the famous Ireland-Wales Six Nations final, kept the crowds entertained while Ronan O’Gara attended a VIP reception inside the centre.
Ronan’s endorsement of the key messages about Pure Skill ensured powerful word-of-mouth marketing for the centre’s unique sports-entertainment facilities.
The very successful launch generated hugely positive radio and press coverage, and formed the basis of the ongoing PR campaign to take Pure Skill to a wider market.
