Sports

Stories generate emotion.
Stories generate passion.
Stories generate interest.

There is no corner of the news world that has a richer supply of stories than sports. From compelling human interest pieces to detailed business dealings, the sports arena produces more opportunities for a wide spectrum of storytelling than anywhere else. Just look at the amount of content being released and absorbed each day.

At Coyne, we have an insider’s understanding as to how it all works. Whether it’s the content-generating machine of today, or a new idea that could use an old-school approach, we mesh the best of all worlds to deliver an authentic connection to your target audience, and drive business results.

Sports are in our DNA. We’re former NBA and team executives. We’ve written for the New York Times and Sports Illustrated. We’ve managed media relations at the highest levels. We’ve handled crisis communications, sponsor integrations, marketing campaigns, as well as athlete and celebrity relations. Our team has regularly been called upon to maximize relationships, provide media training, coordinate outreach, and come up with – and execute – special events, media moments and whatever else helps tell a client’s story. We’ve handled all of that for Olympics, Super Bowls, World Cups, DAYTONA 500s, NBA Finals, NCAA Final Fours, U.S. Open golf championships, and MLB All-Star Games – just to name a few. It doesn’t matter if the audience is hyperlocal, regional, national or global, we can help you reach it.

Most importantly for you, we’re in tune with the ever-changing sports industry landscape, helping get your story into both expected and unexpected places. We’re never set in stone, but the positive results Coyne delivers for you will be.

The SEC Network

Issue: In preparation for the launch of their newest broadcast property, The SEC Network, in August 2014, ESPN turned to Coyne PR for assistance in raising national and regional brand awareness for the network among consumers and—importantly—potential carriage providers.

Idea: Coyne devised a two-pronged approach to media outreach: elevate the launch of the SEC Network as a must-have national outlet, while maintaining a particularly strong drumbeat in existing SEC hotbed markets. To expand the network’s media footprint nationally, Coyne leveraged tried-and-true ESPN network talent, including Jesse Palmer, Brent Musburger and Paul Finebaum, as well as new, high-profile additions to the ESPN family specific to the soon-to-launch network, such as Tim Tebow. In an effort to fuel the fan fire down south, particularly in SEC-specific  markets, Coyne placed SEC Network talent and executives in front of regional print and radio outlets on an almost weekly basis, and booked SEC Network talent on a month-long regional radio media tour to drive a steady drumbeat of local market press coverage. Lastly, Coyne introduced and educated sports business industry influencers by offering a behind-the-scenes look at the process of launching a network, coordinating an intimate media luncheon in New York City with SEC Network leader Justin Connolly and lead play-by-play voice Musburger with media.

Impact: By the time it launched on August 14, 2014, every major cable provider in the country was on board to carry the SEC Network, and it is considered to be the most successful network launch in cable history. Coyne generated significant national press coverage for SEC Network talent and executives including features in the Wall Street Journal, USA TODAY, Delta Sky, American Airlines and JetSet Magazine, as well as top-tier regional outlets in key SEC markets such as Atlanta Magazine, Gainesville Magazine, 002 Houston and The South, among many others.

Supporting the Most Successful Network Launch in Cable History

Issue: In preparation for the launch of their newest broadcast property, The SEC Network, in August 2014, ESPN turned to Coyne PR for assistance in raising national and regional brand awareness for the network among consumers and—importantly—potential carriage providers.

Idea: Coyne devised a two-pronged approach to media outreach: elevate the launch of the SEC Network as a must-have national outlet, while maintaining a particularly strong drumbeat in existing SEC hotbed markets. To expand the network’s media footprint nationally, Coyne leveraged tried-and-true ESPN network talent, including Jesse Palmer, Brent Musburger and Paul Finebaum, as well as new, high-profile additions to the ESPN family specific to the soon-to-launch network, such as Tim Tebow. In an effort to fuel the fan fire down south, particularly in SEC-specific  markets, Coyne placed SEC Network talent and executives in front of regional print and radio outlets on an almost weekly basis, and booked SEC Network talent on a month-long regional radio media tour to drive a steady drumbeat of local market press coverage. Lastly, Coyne introduced and educated sports business industry influencers by offering a behind-the-scenes look at the process of launching a network, coordinating an intimate media luncheon in New York City with SEC Network leader Justin Connolly and lead play-by-play voice Musburger with media.

Impact: By the time it launched on August 14, 2014, every major cable provider in the country was on board to carry the SEC Network, and it is considered to be the most successful network launch in cable history. Coyne generated significant national press coverage for SEC Network talent and executives including features in the Wall Street Journal, USA TODAY, Delta Sky, American Airlines and JetSet Magazine, as well as top-tier regional outlets in key SEC markets such as Atlanta Magazine, Gainesville Magazine, 002 Houston and The South, among many others.

Dew NBA 3X

Issue: The NBA sought out Coyne to drive awareness for the launch of Dew NBA 3X, the league’s first-ever nationwide elite 3-on-3 basketball competition tour and fan experience. The program demonstrated the NBA’s commitment to 3-on-3 basketball as an entity and consisted of six events in high-profile markets, including a national championship event in Los Angeles to crown the men and women team winners.

Idea: The Coyne team put together an aggressive game plan to support tour stops that meshed influential sports media with lifestyle press to spread the word about Dew NBA 3X.  Maximizing ambassador and Hall-of-Famer Gary Payton, along with in-market NBA players such as Jordan Clarkson, Julius Randle and Hassan Whiteside, the team gave a boost to national and local coverage by leveraging relationships, activating a smart and efficient media strategy and provided on-site support in target markets.

Impact: The tour started in May and concluded in October with total KPIs reached midway through the campaign. Widespread coverage generated for the tour surpassed 210,900,000 media impressions; a total of 430 news articles and a multitude of social placements in national outlets including Associated Press, Reuters, USA Today, Forbes, Sports Business Daily, TMZ Sports, Bleacher Report, SLAM  and local coverage including Miami Herald, Chicago Tribune, Houston Chronicle and Hoy Los Angeles. Throughout the summer, Coyne’s targeted messaging told the story of  the NBA’s dedication to growing the sport of basketball, providing a platform for local talent, and giving back to the sport’s most loyal fans.    

First-Ever Nationwide Elite 3-on-3 Tour

Issue: The NBA sought out Coyne to drive awareness for the launch of Dew NBA 3X, the league’s first-ever nationwide elite 3-on-3 basketball competition tour and fan experience. The program demonstrated the NBA’s commitment to 3-on-3 basketball as an entity and consisted of six events in high-profile markets, including a national championship event in Los Angeles to crown the men and women team winners.

Idea: The Coyne team put together an aggressive game plan to support tour stops that meshed influential sports media with lifestyle press to spread the word about Dew NBA 3X.  Maximizing ambassador and Hall-of-Famer Gary Payton, along with in-market NBA players such as Jordan Clarkson, Julius Randle and Hassan Whiteside, the team gave a boost to national and local coverage by leveraging relationships, activating a smart and efficient media strategy and provided on-site support in target markets.

Impact: The tour started in May and concluded in October with total KPIs reached midway through the campaign. Widespread coverage generated for the tour surpassed 210,900,000 media impressions; a total of 430 news articles and a multitude of social placements in national outlets including Associated Press, Reuters, USA Today, Forbes, Sports Business Daily, TMZ Sports, Bleacher Report, SLAM  and local coverage including Miami Herald, Chicago Tribune, Houston Chronicle and Hoy Los Angeles. Throughout the summer, Coyne’s targeted messaging told the story of  the NBA’s dedication to growing the sport of basketball, providing a platform for local talent, and giving back to the sport’s most loyal fans.    

Daytona International Speedway

Issue: Daytona International Speedway (DIS) tasked Coyne with constructing a three-year narrative about its $400 million DAYTONA Rising redevelopment project, transforming DIS into the world’s first motorsports stadium.

Idea: Recognizing that hard hats/shovels would not suffice for the groundbreaking, Coyne created an actual race! The first/only DAYTONA Rising 500 was a competition featuring massive construction equipment in place of stock cars that provided winners with the opportunity to officially break ground. The event pitted pairings of current and former NASCAR drivers in a test of competitive driving skills. With the successful groundbreaking in its rearview mirror, Coyne drove interest in the project (until its completion in January 2016) by creating a steady conversation with existing motorsports fans/new fans and “incorporating” them into construction milestones.

Understanding the need to bring DAYTONA Rising to new places, Coyne held several FAM trips from 2014-2016 with high-profile technology, travel and business media to showcase the transformation, new fan-friendly experience, modern amenities and generate exposure for new naming rights partners such as Toyota, Florida Hospital, Chevrolet, Sunoco and Axalta.

Impact:  As the project crossed the finished line, Coyne generated more than one billion impressions, nearly 8,000 stories and more than $19 million in publicity value. DAYTONA Rising was featured in national media such as The New York Times, USA TODAY, Forbes, Sports Illustrated, CNNMoney, Popular Mechanics, “Fox & Friends,” Bloomberg and CNBC. The new motorsports stadium was also named Sports Facility of the Year as part of SportsBusiness Journal’s 2016 Sports Business Awards. Coyne helped DIS successfully usher in a new era while never losing sight of its storied past.

Reimagining An American Icon

Issue: Daytona International Speedway (DIS) tasked Coyne with constructing a three-year narrative about its $400 million DAYTONA Rising redevelopment project, transforming DIS into the world’s first motorsports stadium.

Idea: Recognizing that hard hats/shovels would not suffice for the groundbreaking, Coyne created an actual race! The first/only DAYTONA Rising 500 was a competition featuring massive construction equipment in place of stock cars that provided winners with the opportunity to officially break ground. The event pitted pairings of current and former NASCAR drivers in a test of competitive driving skills. With the successful groundbreaking in its rearview mirror, Coyne drove interest in the project (until its completion in January 2016) by creating a steady conversation with existing motorsports fans/new fans and “incorporating” them into construction milestones.

Understanding the need to bring DAYTONA Rising to new places, Coyne held several FAM trips from 2014-2016 with high-profile technology, travel and business media to showcase the transformation, new fan-friendly experience, modern amenities and generate exposure for new naming rights partners such as Toyota, Florida Hospital, Chevrolet, Sunoco and Axalta.

Impact:  As the project crossed the finished line, Coyne generated more than one billion impressions, nearly 8,000 stories and more than $19 million in publicity value. DAYTONA Rising was featured in national media such as The New York Times, USA TODAY, Forbes, Sports Illustrated, CNNMoney, Popular Mechanics, “Fox & Friends,” Bloomberg and CNBC. The new motorsports stadium was also named Sports Facility of the Year as part of SportsBusiness Journal’s 2016 Sports Business Awards. Coyne helped DIS successfully usher in a new era while never losing sight of its storied past.

USA Swimming Foundation

Issue: Coyne was charged with creating an “impact event” to resonate with the community and media for The USA Swimming Foundation, “Make A Splash” program, which encourages families to teach children how to swim and prevent childhood drowning.  The initiative targeted a multi-cultural audience based on a 2010 study that found 70 percent of African American and 60 percent of Hispanic children are unable to swim in the United States.

Idea: Coyne literally made a splash in downtown Chicago with four Olympic gold medalists Cullen Jones, Jessica Hardy, Rowdy Gaines and Conor Dwyer. The team commissioned We Talk Chalk, a 3D painting agency to transform a downtown Chicago plaza into an Olympic-sized pool mural through the magic of 3D art to celebrate the first day of public pools opening in Chicago. Chicago’s Magnificent Mile, the most densely populated section of Michigan Avenue, served as the ideal location to hold the USA Swimming Foundation mural. After 72 hours, the painters created an incredibly realistic 3D pool mural, producing an immersive experience. This drew the attention of local and national media as it garnered awareness for the “Make A Splash” program and tempted pedestrians to strike a “dive in” pose.

Impact: Between pre and post-event media outreach efforts, Coyne generated more than 32 million total media impressions; 62 total news articles and a multitude of social placements to date. Coverage from top outlets included Yahoo! Parenting, ABC 7 Chicago, Chicago Tribune, JET Magazine, Telemundo 44 and RedEye Chicago. At the 3D pool mural unveiling, the USA Swimming Foundation made a pledge to teach 25,000 Chicago youth to swim during the summer of 2015 through the “Make a Splash” initiative, which will continue to create awareness for this preventable issue.

Make a Splash

Issue: Coyne was charged with creating an “impact event” to resonate with the community and media for The USA Swimming Foundation, “Make A Splash” program, which encourages families to teach children how to swim and prevent childhood drowning.  The initiative targeted a multi-cultural audience based on a 2010 study that found 70 percent of African American and 60 percent of Hispanic children are unable to swim in the United States.

Idea: Coyne literally made a splash in downtown Chicago with four Olympic gold medalists Cullen Jones, Jessica Hardy, Rowdy Gaines and Conor Dwyer. The team commissioned We Talk Chalk, a 3D painting agency to transform a downtown Chicago plaza into an Olympic-sized pool mural through the magic of 3D art to celebrate the first day of public pools opening in Chicago. Chicago’s Magnificent Mile, the most densely populated section of Michigan Avenue, served as the ideal location to hold the USA Swimming Foundation mural. After 72 hours, the painters created an incredibly realistic 3D pool mural, producing an immersive experience. This drew the attention of local and national media as it garnered awareness for the “Make A Splash” program and tempted pedestrians to strike a “dive in” pose.

Impact: Between pre and post-event media outreach efforts, Coyne generated more than 32 million total media impressions; 62 total news articles and a multitude of social placements to date. Coverage from top outlets included Yahoo! Parenting, ABC 7 Chicago, Chicago Tribune, JET Magazine, Telemundo 44 and RedEye Chicago. At the 3D pool mural unveiling, the USA Swimming Foundation made a pledge to teach 25,000 Chicago youth to swim during the summer of 2015 through the “Make a Splash” initiative, which will continue to create awareness for this preventable issue.

USGA

Issue: The United States Golf Association (USGA) decided to do the unprecedented and have the U.S. Open and the U.S. Women’s Open played in consecutive weeks on the same course. With history in the making at famed Pinehurst No. 2 in Pinehurst, North Carolina, the USGA turned to Coyne to expand the storytelling beyond the golf being played on the course.

Idea: By featuring local businesses within the 39,000-square-foot Merchandise Pavilion, showcasing the USGA’s corporate hospitality and helping fans prepare for their trips to the course, the team was able to position the U.S. Open events as a true destination. Additionally, the team leveraged the history behind the championships, Payne Stewart’s legacy at Pinehurst and the unique two-week celebration of golf to drive home solid results.

Impact: In just two short weeks, the team generated 711 stories and more than 135 million impressions across print, online and broadcast.

Coyne PR Helps Tee Up the Back-to-Back U.S. Open Championships

Issue: The United States Golf Association (USGA) decided to do the unprecedented and have the U.S. Open and the U.S. Women’s Open played in consecutive weeks on the same course. With history in the making at famed Pinehurst No. 2 in Pinehurst, North Carolina, the USGA turned to Coyne to expand the storytelling beyond the golf being played on the course.

Idea: By featuring local businesses within the 39,000-square-foot Merchandise Pavilion, showcasing the USGA’s corporate hospitality and helping fans prepare for their trips to the course, the team was able to position the U.S. Open events as a true destination. Additionally, the team leveraged the history behind the championships, Payne Stewart’s legacy at Pinehurst and the unique two-week celebration of golf to drive home solid results.

Impact: In just two short weeks, the team generated 711 stories and more than 135 million impressions across print, online and broadcast.

The Harlem Globetrotters

Issue: Crayola enlisted the help of Coyne PR to create a slam dunk event for the launch of the new Glow Explosion product. With March Madness just days away, Crayola teamed up with the world famous Harlem Globetrotters for the first-ever glow-in-the-dark basketball game.

Idea: The Globetrotters transformed into the “Crayola Glowtrotters” and put their skills to the ultimate test. The Magicians of Basketball brought the entertainment; and Crayola, the Magicians of Color, brought the game to light with glowing basketballs, nets, rims, backboards and uniforms. The all-star Glowtrotter roster was cheered on in the dark by a crowd of more than 300 students waving glowing signs they created with Crayola Glow Explosion.

Impact: The event itself was truly spectacular and the visuals were stunning, resulting in widespread national and local media coverage, giving March Madness a whole new meaning! Coyne PR secured crews on-site from the local Philadelphia ABC, FOX and NBC affiliates, as well as an Associated Press photographer. National broadcast placements included “Fox & Friends,” “CNN Headline News,” NBC’s “Early Today” and The Weather Channel. Additionally, four photos were posted on Yahoo! News in “Top Stories Photos” and FOXSports.com posted a video from the event.

Sweet Georgia Brown!

Issue: Crayola enlisted the help of Coyne PR to create a slam dunk event for the launch of the new Glow Explosion product. With March Madness just days away, Crayola teamed up with the world famous Harlem Globetrotters for the first-ever glow-in-the-dark basketball game.

Idea: The Globetrotters transformed into the “Crayola Glowtrotters” and put their skills to the ultimate test. The Magicians of Basketball brought the entertainment; and Crayola, the Magicians of Color, brought the game to light with glowing basketballs, nets, rims, backboards and uniforms. The all-star Glowtrotter roster was cheered on in the dark by a crowd of more than 300 students waving glowing signs they created with Crayola Glow Explosion.

Impact: The event itself was truly spectacular and the visuals were stunning, resulting in widespread national and local media coverage, giving March Madness a whole new meaning! Coyne PR secured crews on-site from the local Philadelphia ABC, FOX and NBC affiliates, as well as an Associated Press photographer. National broadcast placements included “Fox & Friends,” “CNN Headline News,” NBC’s “Early Today” and The Weather Channel. Additionally, four photos were posted on Yahoo! News in “Top Stories Photos” and FOXSports.com posted a video from the event.

NFL Players Association

Issue: NFL Players, Inc. (NFLPI), the licensing and marketing arm of the NFL Players Association, looked to Coyne PR to promote the 20th Annual NFLPA Rookie Premiere. The event brought the NFL’s top rookies selected in the 2014 Draft together for the first time to learn the “business of football" including brand building, the power of marketing and endorsements.

Idea: During the week, the rookies met with many of the NFL sponsors and licensees and participated in content creation sessions, as well as other networking events. NFLPI facilitated nearly 100 individual player service deals with its corporate partners during the weekend. The event culminated on Saturday, May 31 at the LA Memorial Coliseum where the rookies put on their official team uniforms for the first time for their trading card photo shoots with Topps and Panini.

Impact: During the three days in LA, the team was able to secure placements in Sports Business Journal, USA TODAY Sports, NY Post, Boston Globe, Cynopsis Sports, SI.com/MMQB, ESPN.com, USATODAY.com, NBCSports.com, and License! Global. We also coordinated live interviews on ESPN’s SportsCenter with roving reporter Sal Paolantonio, three different CNBC programs, FOX Sports 1, NFL Network and Bloomberg Radio that garnered more than 200 million media impressions.

20th Annual NFLPA Rookie Premiere

Issue: NFL Players, Inc. (NFLPI), the licensing and marketing arm of the NFL Players Association, looked to Coyne PR to promote the 20th Annual NFLPA Rookie Premiere. The event brought the NFL’s top rookies selected in the 2014 Draft together for the first time to learn the “business of football" including brand building, the power of marketing and endorsements.

Idea: During the week, the rookies met with many of the NFL sponsors and licensees and participated in content creation sessions, as well as other networking events. NFLPI facilitated nearly 100 individual player service deals with its corporate partners during the weekend. The event culminated on Saturday, May 31 at the LA Memorial Coliseum where the rookies put on their official team uniforms for the first time for their trading card photo shoots with Topps and Panini.

Impact: During the three days in LA, the team was able to secure placements in Sports Business Journal, USA TODAY Sports, NY Post, Boston Globe, Cynopsis Sports, SI.com/MMQB, ESPN.com, USATODAY.com, NBCSports.com, and License! Global. We also coordinated live interviews on ESPN’s SportsCenter with roving reporter Sal Paolantonio, three different CNBC programs, FOX Sports 1, NFL Network and Bloomberg Radio that garnered more than 200 million media impressions.

IRONMAN

Issue: Coyne PR developed and implemented a comprehensive strategic public relations plan to build brand awareness for IRONMAN World Triathlon Corporation and generate media coverage on a global basis leading up to, during, and following the 30th anniversary year of the iconic IRONMAN World Championship in Kona, Hawaii.  As agency of record for IRONMAN, the team is currently executing strategy surrounding the 2014 IRONMAN season and the 2014 World Championship.

Idea: Coyne PR identified and continues to emphasize four main aspects of the IRONMAN brand – the faces, the lifestyle, the numbers, and the business – to fully tell the story of the sport to both endemic and non endemic media.  Together, these categories fuel Coyne's PR strategy and allow media to report on a variety of angles, in turn developing broad awareness and exposing the brand to millions more consumers.

Impact: Coyne's full-on PR efforts truly embody IRONMAN’s mantra that “anything is possible,” with media generated by the IRONMAN World Championship alone shattering all previous total impression numbers for the brand. The team placed particular emphasis on work with prominent celebrities who competed in Kona 2013, including Chef Gordon Ramsay and Super Bowl Champion Hines Ward.  As a result, celebrity engagement has become a growing facet of IRONMAN’s long-term PR strategy, with the team actively engaging some of Hollywood’s biggest stars for the 2014 triathlon season.

Among the placements Coyne PR secured during 2013 are major national broadcast, print and online pieces, generating more than 400 stories and just over one billion media impressions in a period of three months.  Highlights include “Extra!,” People Sports IllustratedMen’s Health, SELF, The Wall Street JournalThe Daily MailTV Guide, Parade.com, CNN.com, ESPN.com, HLNTV.com, AOL.com, and SportsBusiness Daily, among many others. 

Kona World Championship and Beyond

Issue: Coyne PR developed and implemented a comprehensive strategic public relations plan to build brand awareness for IRONMAN World Triathlon Corporation and generate media coverage on a global basis leading up to, during, and following the 30th anniversary year of the iconic IRONMAN World Championship in Kona, Hawaii.  As agency of record for IRONMAN, the team is currently executing strategy surrounding the 2014 IRONMAN season and the 2014 World Championship.

Idea: Coyne PR identified and continues to emphasize four main aspects of the IRONMAN brand – the faces, the lifestyle, the numbers, and the business – to fully tell the story of the sport to both endemic and non endemic media.  Together, these categories fuel Coyne's PR strategy and allow media to report on a variety of angles, in turn developing broad awareness and exposing the brand to millions more consumers.

Impact: Coyne's full-on PR efforts truly embody IRONMAN’s mantra that “anything is possible,” with media generated by the IRONMAN World Championship alone shattering all previous total impression numbers for the brand. The team placed particular emphasis on work with prominent celebrities who competed in Kona 2013, including Chef Gordon Ramsay and Super Bowl Champion Hines Ward.  As a result, celebrity engagement has become a growing facet of IRONMAN’s long-term PR strategy, with the team actively engaging some of Hollywood’s biggest stars for the 2014 triathlon season.

Among the placements Coyne PR secured during 2013 are major national broadcast, print and online pieces, generating more than 400 stories and just over one billion media impressions in a period of three months.  Highlights include “Extra!,” People Sports IllustratedMen’s Health, SELF, The Wall Street JournalThe Daily MailTV Guide, Parade.com, CNN.com, ESPN.com, HLNTV.com, AOL.com, and SportsBusiness Daily, among many others. 

ESPN

Issue: ESPN PR charged Coyne PR with assisting the team in its outreach efforts leading up to ESPN’s unprecedented coverage of the 2010 FIFA World Cup in South Africa—the largest commitment ESPN has ever made to a single event in its history.

Idea: Coyne PR worked with ESPN to invite key media to get a sneak peak of ESPN’s 33 specially created mural ads to promote the World Cup at a Charity Art Exhibit, which also raised money for Grassroots Soccer. In an effort to create awareness for ESPN’s unprecedented commitment to the international sporting event, Coyne PR worked with ESPN PR to invite influential business, consumer and sports media to multiple events previewing both content and marketing initiatives surrounding its World Cup coverage.

Impact: Media coverage garnered by Coyne PR resulted in more than 144.1 million media impressions, a 50 percent increase in viewership and 326 stories. Placements included cover stories in Time, MediaWeek, Billboard and Broadcasting & Cable as well as stories in USA Weekend, Forbes, Fast Company, Portfolio, Men’s Health, Real Simple, Scholastic Parent and Child, Associated Press, USA Today and The New York Times.

FIFA World Cup

Issue: ESPN PR charged Coyne PR with assisting the team in its outreach efforts leading up to ESPN’s unprecedented coverage of the 2010 FIFA World Cup in South Africa—the largest commitment ESPN has ever made to a single event in its history.

Idea: Coyne PR worked with ESPN to invite key media to get a sneak peak of ESPN’s 33 specially created mural ads to promote the World Cup at a Charity Art Exhibit, which also raised money for Grassroots Soccer. In an effort to create awareness for ESPN’s unprecedented commitment to the international sporting event, Coyne PR worked with ESPN PR to invite influential business, consumer and sports media to multiple events previewing both content and marketing initiatives surrounding its World Cup coverage.

Impact: Media coverage garnered by Coyne PR resulted in more than 144.1 million media impressions, a 50 percent increase in viewership and 326 stories. Placements included cover stories in Time, MediaWeek, Billboard and Broadcasting & Cable as well as stories in USA Weekend, Forbes, Fast Company, Portfolio, Men’s Health, Real Simple, Scholastic Parent and Child, Associated Press, USA Today and The New York Times.

The Harlem Globetrotters

Issue: The world’s most famous team, the Harlem Globetrotters, teamed up with Coyne PR to help them increase their brand awareness as well as position the team as a leader in “Family Friendly Entertainment.”

Idea: To help the Globetrotters reestablish their identity as one of America’s most enduring family entertainment shows, Coyne PR and the Harlem Globetrotters helped boost awareness and reestablish the team as a pop culture icon by launching their first-ever online video games, playing hoops on the roof of Philadelphia’s legendary Spectrum and creating their own Presidential “Inaugural Balls,” drumming up Olympic buzz by "drafting" a high jumper, dropping in on the Basketball Hall of Fame - literally with mascot "Globie" parachuting down to an event, and even launching the very first basketball into space, Coyne PR has taken the Harlem Globetrotters EVERYWHERE.

Impact: Coverage for the Globetrotters was a slam-dunk for Coyne PR, securing more than one billion media impressions in one year. By the end of the first season alone, the team at Coyne PR helped to generate record-breaking box office revenue, not to mention over 6,583 stories, $21 million dollars in publicity value and an 84 percent increase in web traffic. 

Slam Dunk for the Harlem Globetrotters

Issue: The world’s most famous team, the Harlem Globetrotters, teamed up with Coyne PR to help them increase their brand awareness as well as position the team as a leader in “Family Friendly Entertainment.”

Idea: To help the Globetrotters reestablish their identity as one of America’s most enduring family entertainment shows, Coyne PR and the Harlem Globetrotters helped boost awareness and reestablish the team as a pop culture icon by launching their first-ever online video games, playing hoops on the roof of Philadelphia’s legendary Spectrum and creating their own Presidential “Inaugural Balls,” drumming up Olympic buzz by "drafting" a high jumper, dropping in on the Basketball Hall of Fame - literally with mascot "Globie" parachuting down to an event, and even launching the very first basketball into space, Coyne PR has taken the Harlem Globetrotters EVERYWHERE.

Impact: Coverage for the Globetrotters was a slam-dunk for Coyne PR, securing more than one billion media impressions in one year. By the end of the first season alone, the team at Coyne PR helped to generate record-breaking box office revenue, not to mention over 6,583 stories, $21 million dollars in publicity value and an 84 percent increase in web traffic. 

ESPN The Magazine

Issue: ESPN The Magazine challenged Coyne PR with executing and publicizing the lavish red carpet event celebrating the launch of the magazine’s highly-anticipated, “Body Issue.”

Idea: The team reached out reporters, along with key influencers, to attend the star-studded, red carpet party held at the Meatpacking District’s HighLine Stages. In addition to managing the red carpet, which included many of the athletes featured in the issue along with celebrities, the team coordinated one on one interviews with key talent onsite and generated unique content to be live tweeted and posted on social networking sites after the event to create continued buzz.

Impact: The results left the competition envious with the launch event generating more than 21 million impressions and placements in print/online outlets such as USA Today, Seventeen, The New York Post, US Weekly, OK! and The New York Daily News; and broadcast placements such as “Saturday Night Live” and “E! News.”

Body Issue Launch

Issue: ESPN The Magazine challenged Coyne PR with executing and publicizing the lavish red carpet event celebrating the launch of the magazine’s highly-anticipated, “Body Issue.”

Idea: The team reached out reporters, along with key influencers, to attend the star-studded, red carpet party held at the Meatpacking District’s HighLine Stages. In addition to managing the red carpet, which included many of the athletes featured in the issue along with celebrities, the team coordinated one on one interviews with key talent onsite and generated unique content to be live tweeted and posted on social networking sites after the event to create continued buzz.

Impact: The results left the competition envious with the launch event generating more than 21 million impressions and placements in print/online outlets such as USA Today, Seventeen, The New York Post, US Weekly, OK! and The New York Daily News; and broadcast placements such as “Saturday Night Live” and “E! News.”

Disney Wide World of Sports

Issue: Disney Sports asked Coyne PR to help them with their re-branding efforts for the soon-to-become ESPN Wide World of Sports Complex at Disney World, efforts that would communicate their mission to make the 200-acre multi-sport facility the U.S. destination for all youth sports and drive team bookings and sponsorships as a result.

Idea: Coyne, Disney and the ESPN PR teams knew that ESPN’s technology, broadcasting reach and on-air personalities would make the biggest impact for the rebrand. So Coyne worked with both brand teams to utilize those assets to educate key media influencers on the physical and experiential changes occurring at the complex in conjunction with the rebrand. The ESPN Wide World of Sports’ opening night attracted more than 80 media from around the country, who saw New Orleans Saints kicker Garrett Hartley--who just one month prior had kicked a Super Bowl-winning field goal—literally “kick off” with a chip shot over the complex’s front gate “uprights” and set its new era in motion.

Impact: The two preview events alone generated more than 220 stories and 30 million media impressions in advance of the official re-branding, setting the stage for the complex’s gala grand re-opening event—which generated more than 300 million media impressions worldwide in just 72 hours. In less than one year of re-branding, the complex has already seen advance bookings grow significantly, and has added major sponsor partners including Champion athletic apparel and Hewlett-Packard (HP).

The Re-Branding of the ESPN Wide World of Sports complex at Disney

Issue: Disney Sports asked Coyne PR to help them with their re-branding efforts for the soon-to-become ESPN Wide World of Sports Complex at Disney World, efforts that would communicate their mission to make the 200-acre multi-sport facility the U.S. destination for all youth sports and drive team bookings and sponsorships as a result.

Idea: Coyne, Disney and the ESPN PR teams knew that ESPN’s technology, broadcasting reach and on-air personalities would make the biggest impact for the rebrand. So Coyne worked with both brand teams to utilize those assets to educate key media influencers on the physical and experiential changes occurring at the complex in conjunction with the rebrand. The ESPN Wide World of Sports’ opening night attracted more than 80 media from around the country, who saw New Orleans Saints kicker Garrett Hartley--who just one month prior had kicked a Super Bowl-winning field goal—literally “kick off” with a chip shot over the complex’s front gate “uprights” and set its new era in motion.

Impact: The two preview events alone generated more than 220 stories and 30 million media impressions in advance of the official re-branding, setting the stage for the complex’s gala grand re-opening event—which generated more than 300 million media impressions worldwide in just 72 hours. In less than one year of re-branding, the complex has already seen advance bookings grow significantly, and has added major sponsor partners including Champion athletic apparel and Hewlett-Packard (HP).

The Topps Company

Issue: Each year at the start of the baseball season, Topps, one of the leading manufacturers and marketers of sports trading cards, introduces its new major league card series. This year, the Topps Company needed to make an introduction to their series in a big way and challenged Coyne to generate national buzz around the launch of the new 2013 Topps Baseball Series 1 cards.

Idea: The team developed a plan to create the World’s Largest Baseball Card featuring one of the biggest sluggers in the majors and the face of the Topps Baseball Series 1 cards – Detroit Tigers First Baseman, Prince Fielder. This massive 5,000+ square foot baseball card (or 82,944 cards if you are counting), was built on the Lakeland City Little League complex, located just a few minutes from Detroit Tigers spring training facility. Prince Fielder along with 75 excited little leaguers, took position atop the card, and unveiled this massive card by rolling out a 400-pound tarp, while a helicopter captured the moment from above.

Impact: The grand unveiling of the Topps World’s Largest Baseball Card immediately picked up national buzz with the b-roll netting over 440 stories across all types of media and many local affiliates around the country. Print and online pickup garnered more than 550 stories on top outlets. To-date, media outreach efforts have netted a total of 990 stories, 73,299,647 impressions and $823,600 in comparative ad value.

World's Largest Baseball Card

Issue: Each year at the start of the baseball season, Topps, one of the leading manufacturers and marketers of sports trading cards, introduces its new major league card series. This year, the Topps Company needed to make an introduction to their series in a big way and challenged Coyne to generate national buzz around the launch of the new 2013 Topps Baseball Series 1 cards.

Idea: The team developed a plan to create the World’s Largest Baseball Card featuring one of the biggest sluggers in the majors and the face of the Topps Baseball Series 1 cards – Detroit Tigers First Baseman, Prince Fielder. This massive 5,000+ square foot baseball card (or 82,944 cards if you are counting), was built on the Lakeland City Little League complex, located just a few minutes from Detroit Tigers spring training facility. Prince Fielder along with 75 excited little leaguers, took position atop the card, and unveiled this massive card by rolling out a 400-pound tarp, while a helicopter captured the moment from above.

Impact: The grand unveiling of the Topps World’s Largest Baseball Card immediately picked up national buzz with the b-roll netting over 440 stories across all types of media and many local affiliates around the country. Print and online pickup garnered more than 550 stories on top outlets. To-date, media outreach efforts have netted a total of 990 stories, 73,299,647 impressions and $823,600 in comparative ad value.

espnW

Issue: In the months leading up to the 40th anniversary of Title IX, espnW—ESPN’s multiplatform destination designed to inform and inspire female athletes and fans— asked Coyne to reinforce the network’s ownership of the legislation’s anniversary, as well as solidify their position as the undisputed leader in the women’s sports space.

Idea: Coyne PR proposed unveiling the “Title IX Is Mine” photo mosaic as a 3-D light show in Washington, DC—the home of Title IX’s passage—upon the Newseum’s defining architectural feature:  a 74-foot-high marble First Amendment tablet. Leading up to the event, Coyne PR pitched key local, regional and national outlets regarding both the mosaic unveil and relevant Top 40 athletes, as well as espnW staff as Title IX spokespeople in their own hometowns, creating hyper-local rooting interest for the worldwide media brand.

Impact: Coyne PR’s efforts generated extensive local and national coverage of espnW’s Title IX initiative, garnering placements on Good Morning America’s website and in The Washington Post and Washingtonian magazine, among many others. In total, Coyne PR’s Title IX efforts yielded 81 placements and more than 48 million media impressions, solidifying espnW’s voice as a go-to media authority on all things women’s sports.

40th Anniversary of Title IX

Issue: In the months leading up to the 40th anniversary of Title IX, espnW—ESPN’s multiplatform destination designed to inform and inspire female athletes and fans— asked Coyne to reinforce the network’s ownership of the legislation’s anniversary, as well as solidify their position as the undisputed leader in the women’s sports space.

Idea: Coyne PR proposed unveiling the “Title IX Is Mine” photo mosaic as a 3-D light show in Washington, DC—the home of Title IX’s passage—upon the Newseum’s defining architectural feature:  a 74-foot-high marble First Amendment tablet. Leading up to the event, Coyne PR pitched key local, regional and national outlets regarding both the mosaic unveil and relevant Top 40 athletes, as well as espnW staff as Title IX spokespeople in their own hometowns, creating hyper-local rooting interest for the worldwide media brand.

Impact: Coyne PR’s efforts generated extensive local and national coverage of espnW’s Title IX initiative, garnering placements on Good Morning America’s website and in The Washington Post and Washingtonian magazine, among many others. In total, Coyne PR’s Title IX efforts yielded 81 placements and more than 48 million media impressions, solidifying espnW’s voice as a go-to media authority on all things women’s sports.

Goodyear Tire & Rubber Company

Issue: As the title sponsor of the College Football Playoff Goodyear Cotton Bowl Classic for the second consecutive year, Goodyear challenged Coyne to drive consumer awareness of the brand’s involvement in college football throughout the entire season. Coyne was charged to develop a big idea to generate awareness around the game and the brand’s commitment to the sport. The activation would need to complement Goodyear’s season-long ‘tradition’-themed campaign, which included a new ad campaign focused around the company’s 60th anniversary year of providing aerial coverage for college football.

Idea: After analyzing extensive research and with a complete understanding of the college football landscape, Coyne landed on the idea of creating a unique stunt that would elevate the Goodyear brand, as well as their sponsorship of the Goodyear Cotton Bowl Classic to generate mass national and local media buzz. Coyne set forth to break a Guinness World Record for the World’s Largest Game of Cornhole, a traditional college tailgate game, but take it to new heights by playing the game from the iconic Goodyear Blimp.  Coyne PR recommended hosting the larger than life event days before the Goodyear Cotton Bowl Classic to create buzz leading up to the playoff game. To further tie the stunt into the college football playoff game, Coyne PR invited mascots and cheerleaders from the competing teams of the Goodyear Cotton Bowl Classic, Michigan State University and the University of Alabama, to take a ride in the Goodyear Blimp, Wingfoot One, to compete in the oversized game of corn hole.

Impact: The Guinness World Record for the World’s Largest Game of Cornhole proved to be an immense hit leading into the Goodyear Cotton Bowl Classic with national and local media and widespread coverage resulted in online, print and broadcast media. Overall, through aggressive media outreach, social media activity, and onsite consumer impressions, Coyne PR helped Goodyear break through the crowded conversation surrounding the highlights of the college football playoff game coverage. The news appeared in more than 1,470 broadcast, print and online stories, resulting in over 101 million impressions. With a total earned ad value of $2,518,000 and a budget of $185,000, the return on investment for the World’s Largest Game of Cornhole was 13.6:1.

Bringing Together College Traditions with World's Largest Game of Cornhole

Issue: As the title sponsor of the College Football Playoff Goodyear Cotton Bowl Classic for the second consecutive year, Goodyear challenged Coyne to drive consumer awareness of the brand’s involvement in college football throughout the entire season. Coyne was charged to develop a big idea to generate awareness around the game and the brand’s commitment to the sport. The activation would need to complement Goodyear’s season-long ‘tradition’-themed campaign, which included a new ad campaign focused around the company’s 60th anniversary year of providing aerial coverage for college football.

Idea: After analyzing extensive research and with a complete understanding of the college football landscape, Coyne landed on the idea of creating a unique stunt that would elevate the Goodyear brand, as well as their sponsorship of the Goodyear Cotton Bowl Classic to generate mass national and local media buzz. Coyne set forth to break a Guinness World Record for the World’s Largest Game of Cornhole, a traditional college tailgate game, but take it to new heights by playing the game from the iconic Goodyear Blimp.  Coyne PR recommended hosting the larger than life event days before the Goodyear Cotton Bowl Classic to create buzz leading up to the playoff game. To further tie the stunt into the college football playoff game, Coyne PR invited mascots and cheerleaders from the competing teams of the Goodyear Cotton Bowl Classic, Michigan State University and the University of Alabama, to take a ride in the Goodyear Blimp, Wingfoot One, to compete in the oversized game of corn hole.

Impact: The Guinness World Record for the World’s Largest Game of Cornhole proved to be an immense hit leading into the Goodyear Cotton Bowl Classic with national and local media and widespread coverage resulted in online, print and broadcast media. Overall, through aggressive media outreach, social media activity, and onsite consumer impressions, Coyne PR helped Goodyear break through the crowded conversation surrounding the highlights of the college football playoff game coverage. The news appeared in more than 1,470 broadcast, print and online stories, resulting in over 101 million impressions. With a total earned ad value of $2,518,000 and a budget of $185,000, the return on investment for the World’s Largest Game of Cornhole was 13.6:1.

Rodale

Issue: Rodale, the largest health and wellness content provider in the world with a global audience of more than 70 million, enlisted Coyne PR to serve as a strategic consultant for its corporate communications initiatives and program-specific efforts on behalf of marquee brands including Men’s Health, Women’s Health, Prevention, Runner’s World and Bicycling.

Idea: Coyne PR worked hand-in-hand with Rodale staff to develop trade and consumer PR campaigns that highlight the company’s cutting edge work in a rapidly changing media landscape. In order to showcase the brand’s initiatives and programs outside of its publishing roots, Coyne PR worked directly with senior leadership and the corporate communications department to identify story leads prior to program launches.

Impact: By employing varied forms of outreach strategies, Coyne PR supplemented Rodale’s valuable relationships with key national trade, business and consumer outlets to also position Rodale as a go-to source for information relating to the creation and packaging of health and wellness content, and Rodale and its properties received coveted placements within top trade and consumer outlets, including Ad Age, The New York Times, TODAY and The New York Post, among others.

AOR for the World's Leading Authority on Healthy Lifestyle

Issue: Rodale, the largest health and wellness content provider in the world with a global audience of more than 70 million, enlisted Coyne PR to serve as a strategic consultant for its corporate communications initiatives and program-specific efforts on behalf of marquee brands including Men’s Health, Women’s Health, Prevention, Runner’s World and Bicycling.

Idea: Coyne PR worked hand-in-hand with Rodale staff to develop trade and consumer PR campaigns that highlight the company’s cutting edge work in a rapidly changing media landscape. In order to showcase the brand’s initiatives and programs outside of its publishing roots, Coyne PR worked directly with senior leadership and the corporate communications department to identify story leads prior to program launches.

Impact: By employing varied forms of outreach strategies, Coyne PR supplemented Rodale’s valuable relationships with key national trade, business and consumer outlets to also position Rodale as a go-to source for information relating to the creation and packaging of health and wellness content, and Rodale and its properties received coveted placements within top trade and consumer outlets, including Ad Age, The New York Times, TODAY and The New York Post, among others.

ARAMARK

Issue: When baseball’s best and brightest stars stepped up to the plate at the 84th annual Major League Baseball All-Star Game on July 16, 2013, Coyne PR was tasked with whetting fan appetites for the official 2013 MLB All-Star Game culinary menu provided by ARAMARK—the exclusive food and beverage partner of Citi Field and 10 other Major League Baseball teams around the country.

Idea: Prior to the Midsummer Classic, Coyne PR introduced media to the special All-Star Meatball Hero menu item, executed a media-exclusive menu unveil event for top-tier sports, food and lifestyle outlets, and conducted food drops across the city for hosts and producers to chew on and chat about! The team also tapped into ARAMARK’s human-interest media potential at a regional and national level via its All-Star Vendor Program, which gifts standout employees with a trip to work the big game

Impact: The team secured national and local broadcast, online and print media totaling more than 71 placements and 16 million media impressions, with hits in USA TODAY, New York Daily News, Zagat, WPIX-11, Newsday and “Fox & Friends,” among others.  ARAMARK’s All-Star Menu and All-Star Vendors were also popular topics on Twitter, with leading social media figures including Anna Kooiman of “Fox & Friends,” the MLB Fan Cave handle, ESPN’s Darren Rovell, Neil Best of Newsday and USA TODAY’s “For The Win” handle, recognizing ARAMARK and its All-Star programs.  Coyne PR also worked with ARAMARK Executive Chef Robert Flowers as a spokesperson, raising his profile as a player in the New York City culinary scene and reaffirming Citi Field as a culinary destination in its own right.

Grand Slam Results With an All-Star Menu

Issue: When baseball’s best and brightest stars stepped up to the plate at the 84th annual Major League Baseball All-Star Game on July 16, 2013, Coyne PR was tasked with whetting fan appetites for the official 2013 MLB All-Star Game culinary menu provided by ARAMARK—the exclusive food and beverage partner of Citi Field and 10 other Major League Baseball teams around the country.

Idea: Prior to the Midsummer Classic, Coyne PR introduced media to the special All-Star Meatball Hero menu item, executed a media-exclusive menu unveil event for top-tier sports, food and lifestyle outlets, and conducted food drops across the city for hosts and producers to chew on and chat about! The team also tapped into ARAMARK’s human-interest media potential at a regional and national level via its All-Star Vendor Program, which gifts standout employees with a trip to work the big game

Impact: The team secured national and local broadcast, online and print media totaling more than 71 placements and 16 million media impressions, with hits in USA TODAY, New York Daily News, Zagat, WPIX-11, Newsday and “Fox & Friends,” among others.  ARAMARK’s All-Star Menu and All-Star Vendors were also popular topics on Twitter, with leading social media figures including Anna Kooiman of “Fox & Friends,” the MLB Fan Cave handle, ESPN’s Darren Rovell, Neil Best of Newsday and USA TODAY’s “For The Win” handle, recognizing ARAMARK and its All-Star programs.  Coyne PR also worked with ARAMARK Executive Chef Robert Flowers as a spokesperson, raising his profile as a player in the New York City culinary scene and reaffirming Citi Field as a culinary destination in its own right.

New York Sports Clubs

Issue: Coyne PR and Town Sports International (“Sports Clubs”) – parent company of New York, Boston, Washington and Philadelphia Sports Clubs – perpetually seek out ways to drive foot traffic through doors and seek out new memberships.
 
Idea:
Building off The Hunger Games extreme popularity with consumers of all ages, Coyne tied the storyline’s theme of brute strength to a custom workout class that encouraged gym-goers to take on a competitive, ultimate athlete mentality.  Entitled the “Train Like a Tribute” workout, Coyne PR and Sports Clubs publicized the Hunger Games-inspired class in New York, Boston, Washington, D.C. and Philadelphia by creating media-exclusive launch events in all four cities designed to engage non-members who were invited to take the class for free and experience all the club has to offer. 

Impact: A true testament to The Hunger Games mania—and the power of opportunistic PR—the “Train Like a Tribute” workout garnered an unprecedented amount of national and regional press with a whopping 262 million media impressions that included placements in outlets including Good Morning America, CNN, MSNBC, FOX News, MTV News, FitPerez, The New York Daily News, The Boston Herald and others. The workout also attracted the attention of Disney/Pixar, who then approached and subsequently contracted Sports Clubs and Coyne PR to create a movie-themed workout for the summer blockbuster “Brave.”

Hunger Games-inspired Workout

Issue: Coyne PR and Town Sports International (“Sports Clubs”) – parent company of New York, Boston, Washington and Philadelphia Sports Clubs – perpetually seek out ways to drive foot traffic through doors and seek out new memberships.
 
Idea:
Building off The Hunger Games extreme popularity with consumers of all ages, Coyne tied the storyline’s theme of brute strength to a custom workout class that encouraged gym-goers to take on a competitive, ultimate athlete mentality.  Entitled the “Train Like a Tribute” workout, Coyne PR and Sports Clubs publicized the Hunger Games-inspired class in New York, Boston, Washington, D.C. and Philadelphia by creating media-exclusive launch events in all four cities designed to engage non-members who were invited to take the class for free and experience all the club has to offer. 

Impact: A true testament to The Hunger Games mania—and the power of opportunistic PR—the “Train Like a Tribute” workout garnered an unprecedented amount of national and regional press with a whopping 262 million media impressions that included placements in outlets including Good Morning America, CNN, MSNBC, FOX News, MTV News, FitPerez, The New York Daily News, The Boston Herald and others. The workout also attracted the attention of Disney/Pixar, who then approached and subsequently contracted Sports Clubs and Coyne PR to create a movie-themed workout for the summer blockbuster “Brave.”

Turner Sports

Issue: Coyne PR was tapped to raise nationwide awareness for Turner Sports and its three national networks: TBS, TNT and truTV, as well as the first-ever National Bracket Day, the only day fans had to fill out their brackets.

Idea: To generate publicity for Turner Sports’ big day in March, Coyne PR tipped off the effort in January, tapping into the key influencers who are the lifeblood of the sport: college basketball beat writers. For writers who could not meet with Turner executives, Coyne PR created the Turner Sports Power Brunch, attended by college basketball writers from the Tri-State area. Writers were taken behind the scenes of Turner’s upcoming coverage and asked questions of the Turner Sports’ panel, which included Turner Sports’ President David Levy, Executive Producer Jeff Behnke, and broadcasters Marv Albert and Steve Kerr.

Impact: As National Bracket Day approached, Coyne PR arranged for an exclusive story to break in the New York Daily News on March 2, detailing how the day would be celebrated nationwide, followed by a full-court press on the media all across the country. The entire campaign garnered stories that appeared in USA Today, New York Daily News, New York Post, Los Angeles Times, Yahoo!  and Newsday among others. In all, the campaign garnered more than 75 stories and more than 110 million media impressions.

National Bracket Day

Issue: Coyne PR was tapped to raise nationwide awareness for Turner Sports and its three national networks: TBS, TNT and truTV, as well as the first-ever National Bracket Day, the only day fans had to fill out their brackets.

Idea: To generate publicity for Turner Sports’ big day in March, Coyne PR tipped off the effort in January, tapping into the key influencers who are the lifeblood of the sport: college basketball beat writers. For writers who could not meet with Turner executives, Coyne PR created the Turner Sports Power Brunch, attended by college basketball writers from the Tri-State area. Writers were taken behind the scenes of Turner’s upcoming coverage and asked questions of the Turner Sports’ panel, which included Turner Sports’ President David Levy, Executive Producer Jeff Behnke, and broadcasters Marv Albert and Steve Kerr.

Impact: As National Bracket Day approached, Coyne PR arranged for an exclusive story to break in the New York Daily News on March 2, detailing how the day would be celebrated nationwide, followed by a full-court press on the media all across the country. The entire campaign garnered stories that appeared in USA Today, New York Daily News, New York Post, Los Angeles Times, Yahoo!  and Newsday among others. In all, the campaign garnered more than 75 stories and more than 110 million media impressions.

MSG Varsity

Issue: MSG Varsity, the nation’s first 24/7 television network devoted to high school sports and activities, looked to Coyne PR to help make them the “B.M.O.C.” (the Big Media Outlet on Campus) for high school students and their families throughout the New York, New Jersey and Connecticut tri-state area.

Idea: In keeping with MSG Varsity’s programming strategy, Coyne PR worked with MSG Varsity to create hyper-local awareness for the network as a community asset and the outlet to turn to when families want to see their kids—and their neighbors—in action. Coyne PR served as MSG Varsity’s daily news bureau to promote coverage of high school activities from Centereach, LI to Central Jersey.

Impact: Coyne PR generated more than 62 million media impressions and nearly 300 media placements throughout MSG Varsity’s media footprint of 3 million households, numbers that grew by more than 40 percent. MSG Varsity has become recognized regionally as the authority on high school sports, becoming a major factor in determining a household’s choice between subscribing to cable or to satellite distributors that don’t carry the network.

Straight A's

Issue: MSG Varsity, the nation’s first 24/7 television network devoted to high school sports and activities, looked to Coyne PR to help make them the “B.M.O.C.” (the Big Media Outlet on Campus) for high school students and their families throughout the New York, New Jersey and Connecticut tri-state area.

Idea: In keeping with MSG Varsity’s programming strategy, Coyne PR worked with MSG Varsity to create hyper-local awareness for the network as a community asset and the outlet to turn to when families want to see their kids—and their neighbors—in action. Coyne PR served as MSG Varsity’s daily news bureau to promote coverage of high school activities from Centereach, LI to Central Jersey.

Impact: Coyne PR generated more than 62 million media impressions and nearly 300 media placements throughout MSG Varsity’s media footprint of 3 million households, numbers that grew by more than 40 percent. MSG Varsity has become recognized regionally as the authority on high school sports, becoming a major factor in determining a household’s choice between subscribing to cable or to satellite distributors that don’t carry the network.

Town Sports International

Issue: Town Sports International (TSI) is the largest health club company in the Northeastern United States, owning and operating the Sports Clubs Network of clubs, which includes New York Sports Clubs, Boston Sports Clubs, Washington Sports Clubs and Philadelphia Sports Clubs. Establishing a goal of becoming the most recognized health club network in each of its four major metropolitan areas, Coyne PR was a fit for the challenge.

Idea: Coyne PR developed a strategic campaign designed to establish TSI and its brands in a position of prominence in the industry by becoming a “go-to resource” on the subjects of exercise, health, fitness, and lifestyle. Working hand-in-hand with TSI’s internal communications team, Coyne PR assessed TSI’s network of master trainers to effectively leverage them during key news cycles and position them as the authorities on fitness and health to both national and local media, as well as developing business stories that position its CEO as a thought leader in the industry. 

Impact: From leveraging current events like the Royal Wedding to create the Royal Wedding Dance Workout to capitalizing on timely news hooks and leveraging “The Hunger Games” phenomenon to create a “Train Like a Tribute” workout at all clubs to offering free power and showers to the victims of Hurricane Sandy, the team flexes its media muscles daily to position TSI as the leader and authority on fitness and health.

Bulking Up Presence in the Marketplace

Issue: Town Sports International (TSI) is the largest health club company in the Northeastern United States, owning and operating the Sports Clubs Network of clubs, which includes New York Sports Clubs, Boston Sports Clubs, Washington Sports Clubs and Philadelphia Sports Clubs. Establishing a goal of becoming the most recognized health club network in each of its four major metropolitan areas, Coyne PR was a fit for the challenge.

Idea: Coyne PR developed a strategic campaign designed to establish TSI and its brands in a position of prominence in the industry by becoming a “go-to resource” on the subjects of exercise, health, fitness, and lifestyle. Working hand-in-hand with TSI’s internal communications team, Coyne PR assessed TSI’s network of master trainers to effectively leverage them during key news cycles and position them as the authorities on fitness and health to both national and local media, as well as developing business stories that position its CEO as a thought leader in the industry. 

Impact: From leveraging current events like the Royal Wedding to create the Royal Wedding Dance Workout to capitalizing on timely news hooks and leveraging “The Hunger Games” phenomenon to create a “Train Like a Tribute” workout at all clubs to offering free power and showers to the victims of Hurricane Sandy, the team flexes its media muscles daily to position TSI as the leader and authority on fitness and health.

AMP Energy

Issue: AMP Energy, the premiere energy brand of Pepsi-Cola North American Beverages, was on the hunt for a PR agency that could not only drive engagement, brand affinity, and conversion, but also make a splash for the launch of its new AMP Energy 100 percent Juice.
 
Idea: Coyne PR implemented a multi-team approach to ensure AMP Energy had the right minds thinking about them every day, from beverage experts to NASCAR and sports experts, not to mention teams comprised of the core millennial audience.  Coyne PR created a strategic activation plan fueled with creativity designed to keep AMP Energy top of mind with energy drink consumers.  From leveraging its sponsored athletes including Dale, Jr., Hannah Teter and Uriah Faber to creating unique blogger and fan engagement tactics, Coyne PR saturated the traditional and social media space with AMP Energy news.
 
Impact: Coyne PR’s media strategy successfully targeted core millennial media, including AskMen.com, Complex.com, and Heavy.com along with USA Today, Yahoo! and FOX Sports, all of which have helped to spread the word about the expanded lineup of offerings and that AMP Energy keeps its fans connected and on top of their game for whatever life offers, day or night. 

AMPing Up the Brand

Issue: AMP Energy, the premiere energy brand of Pepsi-Cola North American Beverages, was on the hunt for a PR agency that could not only drive engagement, brand affinity, and conversion, but also make a splash for the launch of its new AMP Energy 100 percent Juice.
 
Idea: Coyne PR implemented a multi-team approach to ensure AMP Energy had the right minds thinking about them every day, from beverage experts to NASCAR and sports experts, not to mention teams comprised of the core millennial audience.  Coyne PR created a strategic activation plan fueled with creativity designed to keep AMP Energy top of mind with energy drink consumers.  From leveraging its sponsored athletes including Dale, Jr., Hannah Teter and Uriah Faber to creating unique blogger and fan engagement tactics, Coyne PR saturated the traditional and social media space with AMP Energy news.
 
Impact: Coyne PR’s media strategy successfully targeted core millennial media, including AskMen.com, Complex.com, and Heavy.com along with USA Today, Yahoo! and FOX Sports, all of which have helped to spread the word about the expanded lineup of offerings and that AMP Energy keeps its fans connected and on top of their game for whatever life offers, day or night. 

Longines

Issue: Longines’, the luxury Swiss timepiece brand owned by SWATCH, and the Official Watch of the Triple Crown, looked to Coyne to maximize its multi-leveled sponsorship and ensure the brand was “off to the races.”

Idea: To set Longines apart from other brands, a variety of media “winning” activities were planned at each of the events for the Kentucky Derby, Belmont and Preakness, including a “timed” cook-off event at the Taste of Derby, creating Longines’ Most Elegant Woman Fashion Contests at each race, press interviews with celebrity brand ambassador Mikaela Shiffrin and a featured role on the Derby’s red carpet. The team also secured 14 VIP media fly-away guests at Derby. An additional PR push was made to celebrate the first Triple Crown win in nearly four decades.

Impact: Coyne generated more than 1.1 billion impressions blanketing media nationwide, including “TODAY,” People StyleWatch, Associated Press, NBC national Derby coverage, Forbes, Just Luxe and Washington Post.

Longines Triple Crown Sponsorship

Issue: Longines’, the luxury Swiss timepiece brand owned by SWATCH, and the Official Watch of the Triple Crown, looked to Coyne to maximize its multi-leveled sponsorship and ensure the brand was “off to the races.”

Idea: To set Longines apart from other brands, a variety of media “winning” activities were planned at each of the events for the Kentucky Derby, Belmont and Preakness, including a “timed” cook-off event at the Taste of Derby, creating Longines’ Most Elegant Woman Fashion Contests at each race, press interviews with celebrity brand ambassador Mikaela Shiffrin and a featured role on the Derby’s red carpet. The team also secured 14 VIP media fly-away guests at Derby. An additional PR push was made to celebrate the first Triple Crown win in nearly four decades.

Impact: Coyne generated more than 1.1 billion impressions blanketing media nationwide, including “TODAY,” People StyleWatch, Associated Press, NBC national Derby coverage, Forbes, Just Luxe and Washington Post.

Red Bull Arena

Issue: Major League Soccer’s New York Red Bulls looked to Coyne PR to drum up media coverage and build consumer awareness for the long-awaited opening of their very own soccer specific stadium - Red Bull Arena in Harrison, NJ.

Idea: In order to leverage the uniqueness, accessibility and affordability of the state-of-the-art facility, Coyne PR and the New York Red Bulls communications team worked together to create a media outreach plan that would generate a constant drumbeat of coverage throughout the months leading up to the arena opening. From the first piece of steel to the first official fan coming through the turnstile, key developments in the arena’s construction—the first and last seats being installed, the last plot of natural-grass turf being laid in, the completion of the translucent roof, a test-run of the arena kitchen—became special media events that drew all the region’s major news outlets out to the site to document and report its progress.

Impact: Coyne PR helped the New York Red Bulls communications team score a highlight-reel goal in garnering widespread awareness and unanimously positive reviews for Red Bull Arena. Thanks in large part to personalized tours with more than 100 key media members, nearly 200 million media impressions were secured in advance of the Red Bulls’ MLS home opener. When opening night finally arrived, more than 300 media members were credentialed to witness a new era in soccer at a stadium Sports Illustrated hailed as “the most advanced, state-of-the-art soccer stadium in the Western Hemisphere.”

Scoring Big for a Grand Opening

Issue: Major League Soccer’s New York Red Bulls looked to Coyne PR to drum up media coverage and build consumer awareness for the long-awaited opening of their very own soccer specific stadium - Red Bull Arena in Harrison, NJ.

Idea: In order to leverage the uniqueness, accessibility and affordability of the state-of-the-art facility, Coyne PR and the New York Red Bulls communications team worked together to create a media outreach plan that would generate a constant drumbeat of coverage throughout the months leading up to the arena opening. From the first piece of steel to the first official fan coming through the turnstile, key developments in the arena’s construction—the first and last seats being installed, the last plot of natural-grass turf being laid in, the completion of the translucent roof, a test-run of the arena kitchen—became special media events that drew all the region’s major news outlets out to the site to document and report its progress.

Impact: Coyne PR helped the New York Red Bulls communications team score a highlight-reel goal in garnering widespread awareness and unanimously positive reviews for Red Bull Arena. Thanks in large part to personalized tours with more than 100 key media members, nearly 200 million media impressions were secured in advance of the Red Bulls’ MLS home opener. When opening night finally arrived, more than 300 media members were credentialed to witness a new era in soccer at a stadium Sports Illustrated hailed as “the most advanced, state-of-the-art soccer stadium in the Western Hemisphere.”

United States Tennis Association

Issue: The United States Tennis Association (USTA) looked to Coyne to build interest and participation in the sport of tennis at the youth level in order to start developing the next generation of players.

Idea: In order to reach kids, Coyne PR worked with the USTA launch the largest youth initiative in its history, QuickStart Tennis, a “play to learn” tennis teaching philosophy that brings the game down to size for children 10 and under. Coyne PR launched a tailored mommy blogger ambassador program the following year—the USTA’s first-ever foray into social media. Through extensive research, popular mom bloggers with children ages five to 13 were selected to receive a QuickStart “starter kit” for their families, including personalized equipment and local where-to-play information, along with equipment to give away to readers who joined in the conversation.

Impact: The USTA and Tennis Industry Association reported a rise in tennis participation of 12 percent from the previous year, with participation among six to 11 year olds up more than 16 percent. The USTA estimated 30.1 million Americans were playing tennis, a number that hasn’t been reached in decades and confirmation that youth tennis players would help continue to grow the sport for future generations.

Grand Slam for Youth Tennis

Issue: The United States Tennis Association (USTA) looked to Coyne to build interest and participation in the sport of tennis at the youth level in order to start developing the next generation of players.

Idea: In order to reach kids, Coyne PR worked with the USTA launch the largest youth initiative in its history, QuickStart Tennis, a “play to learn” tennis teaching philosophy that brings the game down to size for children 10 and under. Coyne PR launched a tailored mommy blogger ambassador program the following year—the USTA’s first-ever foray into social media. Through extensive research, popular mom bloggers with children ages five to 13 were selected to receive a QuickStart “starter kit” for their families, including personalized equipment and local where-to-play information, along with equipment to give away to readers who joined in the conversation.

Impact: The USTA and Tennis Industry Association reported a rise in tennis participation of 12 percent from the previous year, with participation among six to 11 year olds up more than 16 percent. The USTA estimated 30.1 million Americans were playing tennis, a number that hasn’t been reached in decades and confirmation that youth tennis players would help continue to grow the sport for future generations.

Campbell's Chunky Soup

Issue: The Campbell Soup Company reached out to Coyne to extend the equity in Chunky soup’s NFL sponsorship, maximize media coverage during the NFL season to coincide with the key soup consumption period, and generate nationwide media coverage for the launch of Chunky chili, specifically around the target consumer – 18- 49 year old male football fans.
 
Idea: The team set out to celebrate one of the most beloved NFL Sunday traditions by partnering with Joe Cahn, the Commissioner of Tailgating. At each stadium, Cahn tested fans’ skills and gave away tickets to the game. Joe Cahn’s tailgating tour culminated at the Super Bowl. Philadelphia Eagles QB Donovan McNabb and Pittsburgh Steelers RB Jerome Bettis battled it out for supremacy. The winning team earned one million cans of Chunky soup for food banks nationwide on behalf of their conference.  

Impact: Throughout the year’s program, nearly 800 stories and more than 350 media impressions were garnered, a 214 percent increase over the previous year’s program.  On average, 2.5 stories ran per day from Kickoff in September to Super Bowl Sunday.  Campbell executives called it the most successful PR campaign in the brand’s long history.

 

Waiting for Tailgating Challenge

Issue: The Campbell Soup Company reached out to Coyne to extend the equity in Chunky soup’s NFL sponsorship, maximize media coverage during the NFL season to coincide with the key soup consumption period, and generate nationwide media coverage for the launch of Chunky chili, specifically around the target consumer – 18- 49 year old male football fans.
 
Idea: The team set out to celebrate one of the most beloved NFL Sunday traditions by partnering with Joe Cahn, the Commissioner of Tailgating. At each stadium, Cahn tested fans’ skills and gave away tickets to the game. Joe Cahn’s tailgating tour culminated at the Super Bowl. Philadelphia Eagles QB Donovan McNabb and Pittsburgh Steelers RB Jerome Bettis battled it out for supremacy. The winning team earned one million cans of Chunky soup for food banks nationwide on behalf of their conference.  

Impact: Throughout the year’s program, nearly 800 stories and more than 350 media impressions were garnered, a 214 percent increase over the previous year’s program.  On average, 2.5 stories ran per day from Kickoff in September to Super Bowl Sunday.  Campbell executives called it the most successful PR campaign in the brand’s long history.

 

The Campbell's Soup Company

Issue: As an official sponsor of the Salt Lake City Olympic Games, Campbell’s Soup Company challenged Coyne PR to do something extraordinary to stand out from the other sponsors.

Idea: Coyne PR worked with Campbell’s to develop the “SOUPer Olympic Parents” program to raise awareness of its sponsorship. The campaign was created to honor the parents of the Olympic athletes, for all the time, transportation and encouragement they showed in support of their child to help get them to the Olympics. Fifteen finalists were gathered by having the US team from each sport nominate a parent of a current team member. The agency held a press conference at the US Figure Skating Championships in Los Angeles to announce the finalists, and presented each with a check to help with travel expenses to and from the Olympics.

Impact: Following the appearance of silver-medal-winning parents Jeff and Ruth FitzRandolph (parents of gold-medal-winning speedskater Casey FitzRandolph) on CNN during the Olympics, 29 different television stations ran the story. Cammi Granato, captain of the women’s hockey team, and her SOUPer gold-medal-winning mom Natalie appeared together on NBC’s “Today” to discuss the Campbell’s honor as well.  

Salt Lake Olympics

Issue: As an official sponsor of the Salt Lake City Olympic Games, Campbell’s Soup Company challenged Coyne PR to do something extraordinary to stand out from the other sponsors.

Idea: Coyne PR worked with Campbell’s to develop the “SOUPer Olympic Parents” program to raise awareness of its sponsorship. The campaign was created to honor the parents of the Olympic athletes, for all the time, transportation and encouragement they showed in support of their child to help get them to the Olympics. Fifteen finalists were gathered by having the US team from each sport nominate a parent of a current team member. The agency held a press conference at the US Figure Skating Championships in Los Angeles to announce the finalists, and presented each with a check to help with travel expenses to and from the Olympics.

Impact: Following the appearance of silver-medal-winning parents Jeff and Ruth FitzRandolph (parents of gold-medal-winning speedskater Casey FitzRandolph) on CNN during the Olympics, 29 different television stations ran the story. Cammi Granato, captain of the women’s hockey team, and her SOUPer gold-medal-winning mom Natalie appeared together on NBC’s “Today” to discuss the Campbell’s honor as well.  

V8 Splash

Issue: V8 Splash signed a three-year sponsorship deal with USA Swimming and called upon Coyne PR to not only leverage the sponsorship, but also create waves of nationwide media attention.

Idea: Coyne PR leveraged the sponsorship dollars by creating a national water safety campaign for kids called “April Pool’s Day.” The campaign launched at the USA Swimming Championships in Ft. Lauderdale, FL with a high-profile media event that included four Olympic Swimmers, including Janet Evans and Lenny Krayzelburg. The “April Pools Day” campaign then floated into local swim clubs across the country, where USA Swimming instructors held open sessions to the community about the importance of water safety.

Impact: The sponsorship announcement included more than 150 broadcast segments from coast to coast and Olympic athlete appearances in-studio on the CBS “Early Show,” CNN “Headline News,” and ESPN’s “Cold Pizza.” Additionally, the “April Pool’s Day” campaign was such a success in communities that it was sustained each year in swim clubs across the country for the duration of the sponsorship contract.

Sponsorship with USA Swimming

Issue: V8 Splash signed a three-year sponsorship deal with USA Swimming and called upon Coyne PR to not only leverage the sponsorship, but also create waves of nationwide media attention.

Idea: Coyne PR leveraged the sponsorship dollars by creating a national water safety campaign for kids called “April Pool’s Day.” The campaign launched at the USA Swimming Championships in Ft. Lauderdale, FL with a high-profile media event that included four Olympic Swimmers, including Janet Evans and Lenny Krayzelburg. The “April Pools Day” campaign then floated into local swim clubs across the country, where USA Swimming instructors held open sessions to the community about the importance of water safety.

Impact: The sponsorship announcement included more than 150 broadcast segments from coast to coast and Olympic athlete appearances in-studio on the CBS “Early Show,” CNN “Headline News,” and ESPN’s “Cold Pizza.” Additionally, the “April Pool’s Day” campaign was such a success in communities that it was sustained each year in swim clubs across the country for the duration of the sponsorship contract.


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The Sports Leadership Team


client experience
  • Atlantic Health
  • BabyCenter
  • Ball Up Street Ball
  • Bimbo Bakeries
  • Casio
  • Christopher & Dana Reeve Foundation
  • Community FoodBank of NJ
  • Chrysler
  • David's Bridal
  • Daytona International Speedway
  • Disney Parks & Resorts
  • Eggland's Best
  • ESPN
  • Express Scripts
  • GE Water & Process Technologies
  • Goodyear Tire & Rubber Company
  • Hard Rock International
  • The Harlem Globetrotters
  • Humana
  • IMAX
  • Ironman
  • National Canine Research Council
  • NFL Players, Inc.
  • Palmers
  • Justborn
  • Pfizer
  • Red Robin
  • Sealed Air Corporation
  • Skinnygirl Cocktails
  • South African Tourism
  • thinkThin
  • TripAdvisor
  • Toys R Us
  • UPS
  • United States Golf Association
  • VTech