The Drambuie Pursuit is held in the Scottish Highlands each April and includes celebrities such as Lawrence Dallaglio, Kenny Logan and actor Seann William Scott who, as part of four-men teams, mountain bike, off-road buggy and kayak across the country. The Freshwater team was briefed to develop a PR strategy targeting UK and Scottish media to promote US National Football League superstar Jeremy Shockey’s participation in this extreme sport competition.
We secured two exclusive sports interviews on BBC Five Live and Sky Sports 2 (coinciding with the launch of the channel’s new NFL season).
The combined broadcast reach for the project was over 1.17 million. Print and online coverage included ESPN Europe, BBC.co.uk and The Scotsman as well as US media such as The National Review, Yahoo Sports, NFL News, National Football Post, Miami Post and The Huffington Post.