This year, TLA Australia coordinated all PR and media activity of the Melbourne leg of the Chevrolet Brasil Global Tour that saw the Melbourne Cricket Ground (MCG) host Brazil, Argentina and Caltex Socceroos national football teams in a series of blockbuster friendlies.
TLA was tasked with generating media and PR coverage in the lead-up to, and across the two matches – Brazil vs Argentina (June 9) and Brazil vs Caltex Socceroos (June 13) – with the key focus being to drive awareness and ticket sales to the matches.
In February, TLA executed two high-impact launch events in Melbourne to announce the individual matches, with support of the competing football federations, plus event Government stakeholders.
In order to maintain momentum before the team’s arrivals, TLA executed an ongoing PR strategy with assets from the Football Federation Australia (FFA), former Socceroo, Josh Kennedy and the announcement of a sold-out MCG for the Brazil vs Argentina match.
Across the event, TLA was accountable for the establishment of tournament media operations, pre-match press conferences, open training sessions, ADHOC media opportunities and game-day media responsibilities for each of the participating teams.
TLA was able to generate extensive exposure for the event across all media platforms, utilising our relationships with key local and national media contacts.
The two matches saw attendances of 95,969 (the 2nd highest attendance for a football match in Australia) for Brazil vs Argentina, and just under 49,000 for the Brazil vs Caltex Socceroos match.
Across the campaign, TLA achieved a total of 1,052 media coverage hits with a total reach of almost 1.6 billion.