England kit launch
To engage a wider audience beyond England football supporters, Umbro launched the England Away football shirt on the band Kasabian. This was done when the band was playing 'away' at a concert in Paris. Some might say a risky thing to do live in front of a French audience. But the film of the shirt reveal and the hero shot generated 400 articles (circulation 21.5 million, DPS in The Sun); Twitter, Facebook, YouTube and umbro.com usage was doubled; and for 16-24s the brand image (being cool, fashionable and ‘a brand for me’) improved over twofold.
The campaign won 'Best Use of PR' at the prestigious Sports Industry Awards.
"Catherine is a rare combination, creatively sharp yet commercially minded, always keeping the bigger picture in mind when it comes to securing brand coverage. She is organised and tenacious with an extensive network of media contacts across the trade, sports and lifestyle sectors and beyond. If you're looking for meaningful, intelligent PR, I'd recommend her without hesitation."
Trevor Cairns, former Umbro CMO and current CEO of LOVE