Buffalo coined a robust public relations plan to spread the news of Bridgestone's new partnership with Tiger Woods.
When NIKE announced it was exiting the hard goods segment of the golf equipment business it left a variety of PGA TOUR superstars seeking new clubs and golf balls. Among them was 14-time major championship winner Tiger Woods. The former world No.1 immediately started testing new equipment, beginning with golf balls. After exhaustive comparisons of models from all leading OEMs – Titleist, Callaway, TaylorMade, Srixon and more – Woods selected Bridgestone. Once the ink on the contract was dry, Bridgestone turned to Buffalo.Agency to tell the story and promote the fact that the greatest player of his generation, if not all-time, was now a member of Bridgestone Golf’s TOUR staff.
Buffalo created a PR strategy to activate Tiger that included in-depth media outreach to outlets in the golf, business, sports and lifestyle categories. This included working closely with Bridgestone and Tiger’s team to create a powerful press release, quotes and content around the announcement and offer interview opportunities when applicable.
Buffalo began outreach under media embargo, scheduling more than 20 interviews with highly influential outlets. It worked with Bridgestone Golf to create a media kit that included never-before-seen images of Woods testing Bridgestone balls, quote from Woods, testimonial and insight from Bridgestone executives and the R&D team that worked with Tiger.
Within 24 hours of the announcement going public Buffalo secured more than 1.2 billion media impressions, including hits in such outlets as USA Today, Associated Press, CNBC, BBC, Forbes, ESPN, Sky Sports, SB Nation, Fox Sports, CBS Sports, Reuters, Business Insider, Bloomberg, Yahoo Finance, Bleacher Report, New York Daily News, Chicago Tribune, Houston Chronicle, Golf Channel, Golf Digest, GOLF, MSN and many more. Following the news of Tiger making the switch to Bridgestone, the company's website traffic rose 36,000% over the same period the previous month.
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