Background: Carey Hart is one of the freestyle motocross movement’s most celebrated and successful riders. Husband of pop icon P!NK, Hart expressed interest in creating a unique tour featuring action sports demonstrations to accompany various stops of the Funhouse concert series. Fluid PR was engaged by Roger Davies Worldwide Management and the Wasserman Media Group to devise and deliver the concept from the ground up, managing all aspects in-house.
Goal: To create a free lifestyle event that generated exposure for Carey Hart, the Hart and Huntington brand, presenting sponsor Holden and various support sponsors.
Strategy: As well as creating a media relations, promotional, advertising and marketing strategy for the tour, Fluid PR was required to manage all aspects of the event management. This included venue selection, liason with service providers and suppliers, sponsorship activation and leveraging, staff hire, full on-site management including bump-in and bump-out and more. In addition, Fluid PR was responsible for creating the tour website, which complemented a range of successful viral social networking projects to spread the message.
Various unique media angles and activities were created in order to generate exposure for each of the five events.
Results: The five-stop free tour attracted over 38,000 fans and received over $6,000,000 worth of editorial coverage, including articles and coverage across all major print and broadcast networks. It resulted in a significant increase in awareness of the brands involved.