Two Up Front News
Return to Two Up Front News list
Soccer Sevens PR hits the target
Hong Kong, 28 May 2008 - While Aston Villa retained their title at the 2008 HKFC Philips Lighting International Soccer Sevens, sports specialists Two Up Front also had plenty to celebrate.
The company’s innovative PR campaign boosted awareness of the event among fans and journalists with a resulting huge increase in media coverage.
The tournament – held at Hong Kong Football Club from May 23-25 – marked Two Up Front’s first foray into soccer after achieving significant success in golf, rugby, tennis and motor racing.
"For the Soccer Sevens, we had almost 100 news clippings in Hong Kong alone, more than double the 2007 figure,” said Two Up Front editorial director Niall Donnelly.
"What was particularly pleasing this year was the close co-operation we enjoyed with some of the leading clubs taking part.
"Aston Villa and West Ham United were especially helpful in providing player information and photographs that we were able to pass on to the media before the tournament.”
This co-operation extended to West Ham supplying a specially recorded video message from manager Alan Curbishley for the Soccer Sevens launch press conference and draw on April 24.
A total of 32 teams – 16 in the Main competition and 16 in the Masters – took part in the Soccer Sevens.
Aston Villa, champions in 2007, retained the Main title with a 2-0 victory over Glasgow Celtic. It was the English Premier League club’s fourth success in the tournament since it was first held in 1999.
"It’s an important tournament for us because it’s a great learning curve for the boys,” explained Villa academy director Bryan Jones. "We’ve got some decent players and they come to Hong Kong with a good attitude.?”
Glasgow Rangers All Stars, who included former Ibrox favourites Gordon Durie, Mark Walters and Gary McSwegan in their line-up, won the Masters competition with a 3-0 victory over the Mel Hood All Stars.
In addition to the Soccer Sevens, Two Up Front handles PR for two other high-profile sporting events in Hong Kong – golf’s US$2.25 million UBS Hong Kong Open and the GFI HKFC Tens rugby tournament.
Two Up Front also handles PR for the US$2.9 million Ballantine’s Championship golf tournament in Korea.
The company’s publishing arm produces the acclaimed official souvenir programme for the Hong Kong Sevens rugby showpiece plus various other rugby and golf publications.
-- ENDS --