Belfast Telegraph Sports Awards
We have provided event management services to the Belfast Telegraph for more than 10 years, including its suite of awards, internal events, and corportate events. Below is a summary of our award winning work on the Belfast Telegraph Sports Awards.
BRIEF AND OBJECTIVES
The Belfast Telegraph Sports Awards is the only local awards programme to bring together elite and grass roots sports. One of a portfolio of reputation enhancing and revenue driving events our brief was to create and deliver a top quality awards programme, underlining the Telegraph’s position as NI’s leading daily newspaper and its commitment to the local community and NI sport.
- Raise the paper’s profile amongst consumers and corporates
- Generate buzz and activity on social media
- Drive additional newspaper sales
- Engage with new audiences
- Create a WOW factor
- Generate coverage in other media outlets
- Attract sponsors- title, supporting and category
- Inspire, celebrate and generate pride in NI’s sporting success locally and internationally
- Attract a wide range of VIP sporting guests
- Deliver a stand-out gala awards- all within budget
- Generate profit
RESEARCH AND PLANNING
Our January 2014 Sports Awards were billed as a huge success attracting overall winner AP McCoy to jump on a plane post racing to travel to Belfast and collect his award in person, joined by all his family. How could we top that in 2015?
Research showed that January 2015 marked the awards programme’s 20th year. We developed content and assets to mark this celebration and themed the campaign and awards night to reflect local sporting achievements 1995 to 2015
STRATEGY AND TACTICS
- A one-off 20th Year logo designed and used throughout the campaign – in paper, online, on stage and on new trophies.
- In addition to 12 regular categories we introduced a one-off, “Northern Ireland’s Greatest Ever Sporting Star category. A shortlist of NI’s 20 Greatest Sports Stars was compiled by a team of respected sports journalists, presenters and experts past and
- present. Promoted on Belfast Telegraph Online and in paper the initiative gained momentum and 10,000 people voted online over a 4 month period.
- Launch phase involved first Sports Star and Hall of Fame winners rugby legend Jack Kyle and motorbike ace Phillip McCallen.
- Series of videos seeded through Telegraph online and sporting bodies to encourage nominations.
- Produced a specially designed Recipe Book supported by title sponsor, Linwoods which featured healthy recipes from 20 sports personalities including Ireland rugby players Tommy Bowe and Rory Best.
- Commissioned BBC to produce a one-off ‘TOP 20’ video as part of stage show
- Stage show featured a screen first for NI – a huge X Factor style 10x3m LED wall showcasing stunning and crystal clear sporting images and videos.
- Winners Rory McIlroy and Andrew Trimble couldn’t make the awards. Our solution, we asked Rory to commission brave teenager and cancer sufferer Amy Uprichard to represent his charity Foundation and collect the award. Telegraph sports editor Steven Beacom presented pre awards to Andrew at Ulster’s hallowed rugby grounds in Belfast.
DESIGN, PRODUCTION, LOGISTICS, SUPPORT TEAMS
Working with tried and tested specialists– AV, graphics, set design, lighting, interiors and room stylists, graphic designers and printers - JPR manages and facilitates ensuring that client and sponsors are happy and budgets adhered to. The team evaluates previous events and contributes new content and ideas from pre- launch phase in August to the gala awards night the following January.
A partnership with BBC NI and the services of a former BBC producer ensure that a range of top notch videos on award winners and a Sports Review of the Year rival anything BBC’s SPOTY creates – but produced at a fraction of the cost!
Secured as hosts two high profile and respected local TV presenters who specialise in sport.
MEASUREMENT AND EVALUATION
- A record 530 guests! A ticket waiting list introduced for the first time ever!
- Over 150 nominations across 42 sports
- Sponsorship secured for title, support and 11 of the 12 categories.
- Elite sportspeople past and present attended the awards (at zero fee!) including Martin O’Neill and Michael O’Neill – former international footballers and current managers of Ireland and Northern Ireland; star boxer Barry McGuigan, footballer David Healy and current world champion boxer Carl Frampton. Also former British and Irish Lions player Trevor Ringland, GB Olympic ambassador Dame Mary Peters and Tyrone GAA manager Mickey Harte.
- GB 2014 Winter Olympics gold medallist Kelly Gallagher changed her plans and attended the awards to personally receive her trophy.
- Barry McGuigan and ‘Team McGuigan’ boxer Carl Frampton shared regular tweets representing a combined 228 K plus followers
- Top award winner Rory McIlroy tweeted messages about his accolade to his 2.4 million followers worldwide.
- Extensive next day TV features on BBC NI Newsline and UTV Live. Included on all sports bulletins from 6.30am, BBC Radio Good Morning Ulster. Featured as a lead story on BBC NI Online and presenters on radio stations U105 and Cool FM chatted extensively and ecstatically about the winners and the awards evening. Belfast Telegraph highlighted positively in all coverage.
- 7% increase in sales the day after the awards
- Belfast Telegraph senior management were so thrilled with the awards programme that implementation on next year’s campaign was immediately rubber stamped.
New CEO of Independent News & Media Plc Ireland Robert Pitt attended the awards and said:
“I was very impressed by how you and your team organised and executed the Sports Awards for our title the Belfast Telegraph. It was a really impressive event, very professional and something which our whole business can learn from, so we will be in touch to see how you did it!
Nigel Carr– former Ireland rugby player “One of the best awards ceremonies yet!”
“Another fantastic triumph last night. Only happens because you work so hard. Your dedication to ensuring the sports awards are a success is much appreciated.” Mike Gilson, former Belfast Telegraph editor.