Issue:
Newton PR developed and implemented a comprehensive strategic public relations plan to build brand awareness for SA Breweries and Netball SA and generate media coverage on a national basis to launch and lead up to the inaugural event. As agency of record for Netball SA, our team is currently executing strategy surrounding the all Netball SA initiatives to build the brand and the sport.

Idea:
Newton PR identified and emphasized the women’s athletics performance aspect of the Brutal Fruit Netball Cup in order to compete with more established sports and competitions that dominate the sports media. From the launch fashion show, to a journalist netball workshop and setting up the Netball Newsroom, Newton PR was able to engage a variety of sports media to cover the event and raise it prominence on the sports agenda. A celebrity engagement on the final weekend also helped the sport cross over to a wider audience.

Impact:
Almost R11million in advertising equivalency value achieved across media i.e. what it would cost to pay for advertising for the similar space where coverage was received. More than 200 million estimated circulation secured i.e. the combined print, online and broadcast audience reach of the various media platforms which covered the Brutal Fruit Netball Cup. Social media also showed steady growth over the period in review with the Brutal Fruit Netball Cup trending on the opening weekend. We managed to add 1500 new likes to the Facebook page and 500 new followers on Twitter as well as launch the Instagram site for Netball SA.

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