Case Study

Virgin Active – Tennis Academy

Background

British Tennis star Laura Robson was announced as the UK ambassador for Virgin Active’s Junior Tennis Academy. During an event in London, a new grass-roots initiative was also set-up to boost participation levels in the sport amongst under 16s.

 

Our thinking

Working alongside ITN Productions, ON invited crews to the event – offering interviews with Laura Robson, Sir Richard Branson and Andrew Castle. The ON media team worked overnight to make sure that the B-Roll footage and video content was distributed to fast-moving news, entertainment and sports programming within hours of becoming available.

 

Results

6 broadcasters sent crews to the event – including Sky Sports News, ITV London and British Eurosport. 11 items of broadcast coverage was secured and the video news report was seeded on over 20 websites including Daily Mail, MSN, AOL and Sports Vibe.