For the 2015 Ice Hockey Classic, TLA was engaged to coordinate PR and media opportunities and build event awareness prior to and while Team USA and Team Canada were in Australia for the four-game series.
Due to the unavailability of players for media activity, TLA identified key lead in dates and used Australian sports talent for photo shoots around the country to highlight ‘one month to go’. TLA utilised AFL, NRL and netball players that were known to have a key interest in ice hockey, and in addition, arranged phone interviews with event director Kerry Goulet and one accessible ice hockey player for radio interview activity prior to the series.
Once the teams arrived for the tour, TLA handled all media and interview requests for Ice Hockey Classic players, coaches and talent, as well as all media accreditation for the four matches. The results of the tour included national coverage of the event that generated more than $2 million in PR value, including coverage on Today, The Project, Fox Sports News, Wide World of Sports, News Corp and key metro radio programs including Triple M Hot Breakfast.