Global Campaign // Worldwide Media Summit (Under Armour)
Overview: To launch the final spot from the Rule Yourself campaign, featuring Michael Phelps, we hosted UA's first-ever Worldwide Media Summit at Under Armour's global headquarters in Baltimore, MD. Over 40 top media from 11 countries attended the event. The day was packed with programming, including a panel with Michael Phelps and his personal trainer, a training session with Phelps, an athlete panel featuring UA's Olympic athletes, remarks from top UA executives on a number of topics across the business, and one-on-one interviews.
The timing and location of this event was strategic for several reasons. 1) Launching Phelps' film in early March allowed us to launch a film featuring the most decorated Olympian of all time, while still abiding by the IOC's marketing guidelines. Having his film in market more than 100 days out from the summer games allowed us to continue running his spot during the Olympics. 2) UA was quickly expanding internationally. Hosting global media at UA's HQ allowed them to experience the unique culture first-hand and take it back to their respective markets.
The Results: Over 100 media interviews conducted at the event; Over 1.5 billion global media impressions within the first 24 hours and 6 global media impressions overall; several accolades including Creativity's Ad of the Day; a Facebook Trending Topic on launch day; in-depth Brand feature pieces from global media; unique content captured that was leveraged throughout the year.
My Role: I was a lead on the project from the PR team in bringing the event to life. Created the programming of the event, prepped executives and athletes with speaking roles, scheduled 100+ media interviews, secured media attendance from local + national US media, worked with global comms teammates to secure international media attendance, planned media hospitality and brand immersion programming, and more.
Outside of the event, worked cross-functionally with our events, brand marketing and creative teams. Managed our PR agency to launch the campaign nationally with a compelling press release, targeted pitch + robust press kit.
