Case Study
The Rob Burrow Racing Club
fundraising campaign
Case Study
The Rob Burrow Racing Club fundraising campaign
The Good Racing Co. selected Big Bang PR to help it launch its first-ever charity campaign, which had an ambitious fundraising target.
To help raise money for rugby legend Rob Burrow following his diagnosis of Motor Neurone Disease, The Good Racing Co. set up an innovative racing club in his name. Rugby and racing fans were encouraged to buy a membership to follow the drama and excitement of a thoroughbred racehorse, Burrow Seven, as he raced to preserve Rob’s legacy as a Rugby League champion and heroic charity crusader.
Objectives
To launch The Rob Burrow Racing Club and drive membership sales through media relations, social media support and creation of a website.
Approach
Big Bang PR was appointed just two weeks before launch so had to move fast. Within this timeframe we managed all comms for the campaign, including briefing the website requirements and writing the copy, overseeing all content gathering, announcing the news to media, coordinating media interviews and briefing in social media requirements.
The PR campaign focused on key audiences who had an existing relationship with Rob Burrow and racing.
Results
To date over £180,000 raised with help from:
pieces of coverage within the first week
individual TV packages during launch week
radio stories during launch week
Articles in eight out of ten of the national newspapers on launch day
PublicIty achieved across
