Campaign Media Awards 2013: Best Travel and Leisure Campaign

Campaign Media Awards 2013: Best Travel and Leisure Campaign

Paddy Power

The "Miracle at Medinah", when Europe's golfers staged one of the biggest comebacks in Ryder Cup history to retain the 2012 trophy, also proved a triumph for Paddy Power.

The bookmaker was eager to use the contest to get itself known among golf fans. With a budget of just £350,000, Paddy Power helped fans become the European team's "extra man" and counter the home support.

As the US took the lead, press ads and promoted Twitter trends called on punters to "help shank a yank" with supportive Tweets. Seven planes flying 10,000 feet above the course displayed fans' messages, while Rory McIlroy filmed and shared the story online.

The Sky Tweets were seen by 500 million people on TV, 173 news articles featured the campaign and a promoted trend delivered ten million impressions.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More