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When tennis superstar James Blake approached us to simultaneously promote his book, Breaking Back, the launch of his FILA clothing line, promotion of a charity event and the launch of cancer research efforts in honor of his late father, we were up for the challenge.
With a deep understanding of sports and lifestyle media, we approached the multi-dimensional task from both a strategic and tactical perspective in order to drive desired coverage and results.
From a traditional public relations standpoint, our team reached out to scores of national publications and drove wall to wall coverage. We managed interviews, coordinated media opportunities across the country and generated mass awareness for each activity.
This was more than just a numbers game, we were after impressions that mattered. Intentionally, we reached out to the biggest publications and most respected television shows in order to generate millions of meaningful impressions.
To support the launch of the book, we landed reviews in outlets such as People, Reader’s Digest and The New York Times, in addition to features in Men’s Journal and Men’s Health. On the broadcast side, we secured live appearances on The Tonight Show with Jay Leno, Good Morning America and ESPN Pardon The Interruption, as well as a red-carpet appearance at the ESPY Awards. Breaking Back eventually reached the New York Times bestseller list, the ultimate accomplishment for a published work.
We supported the launch of James Blake’s FILA clothing line, Thomas Reynolds, with a major feature on the Colbert Report and an appearance on Good Morning America, as well as numerous stories in tennis publications. His charity event, Serving for a Cure, was promoted in New York City and our team drove awareness and coverage for cancer research efforts with numerous outlets, such as ESPN.com.
Our work with athletes like James Blake demonstrates that we can drive significant coverage in the highest tier of publications in the country. We are able to develop and coordinate a strategy that can drive awareness and engagement in a meaningful way.
