To mark the announcement of their headline sponsorship of Rowing Ireland, Kinetica Sports tasked TRA with devising a launch campaign for this partnership to enhance Kinetica’s visibility in one of Ireland’s fastest growing sports, building on its devoted following amongst professional athletes and international sports teams. The objectives were simple; drive awareness of the Kinetica brand and the partnerships with Rowing Ireland, drive credibility of the Kinetica products and make Kinetica more appealing to the everyday trainer. Kinetica wanted to take the focus off the results and reconnect athletes with their real reasons for doing it.
The partnership was amplified through the brand’s new exciting #KineticaIgnites campaign; designed to engage consumers to look at the motivation behind their exercise and inspire them to use sport and exercise to help build a healthy body and mind. Kinetica issued a call out to aspiring athletes to find their fire and share their reasons behind their own personal sporting ambition.
TRA Brands developed and implemented a far-reaching PR and digital media campaign, creating intrigue and buzz around the #KineticaIgnites campaign with elements including:
- A launch content session (photography & video) in the form of a through a highly competitive rowing tournament where two time Olympian and current World champion Sanita Puspure raced against high profile GAA players
- Heroed some of Rowing Ireland’s rowing stars by securing profiling opportunities with national print and online media.
- Media relations
- Media Drop
- Influencers engagement programme
The activity aligned the brand to a range of credible ambassadors that highlighted the new sponsorship of Rowing Ireland, while also showcasing Kinetica’s wide product range. The campaign achieved widespread coverage across all national print and online sites, exceeding all client KPI’s. Through this sponsorship; Kinetica supports rowers and coaches to help them to reach their maximum potential with great-tasting Kinetica products.