In the first year of the event being brought to Australia, TLA was tasked with coordinating all PR and media activities leading into and throughout the International Champions Cup Australia, presented by Audi (ICC).
The ICC garnered Australia’s largest ever football attendance numbers, with TLA responsible for driving ticket sales via traditional and new media outlets, coordinating individual teams’ media and PR opportunities (Real Madrid CF, Manchester City FC and AS Roma) and ensuring the tournament received widespread media coverage across national and international channels.
During the pre-event promotion of the ICC, TLA worked closely with key stakeholders including the Victorian Government, the playing teams, event major sponsors and our solid media contacts to achieve positive outcomes.
Across the event, TLA was also accountable for the establishment of pre-match press conferences, open training sessions, plus game-day media responsibilities for each of the participating teams.
Utilising our relationships with key local and national media contacts, TLA was able to generate extensive exposure for the event across all media channels including press, TV, digital and social media, which saw more than 221,000 fans – including 99,382 for the Manchester City-Real Madrid match alone – attend the Melbourne Cricket Ground and plus a world-wide audience across 171 countries.