Ice swimming sponsorship scoops double serving of media coverage

by Catriona Conway-Mortimer

Tuesday, April 2nd, 2019

Food and Drink PR puts Mackie’s sponsorship strokes ahead

Food and Drink PR success post of Mackie's of Scotland's ice swimmer Jade Perry sponsorship.

Ice cream producer Mackie’s of Scotland recently announced that it was sponsoring record-breaking ice swimmer Jade Perry.

Jade, who was soon to compete in the 2019 World International Ice Swimming Championships in Russia, landed a sponsorship deal with the luxury ice cream producer ahead of her races.

We shared the news with the media, weaving Mackie’s support for the swimmer into a release about how she was flying out to Russia to swim in a lake cut out of the ice with a chainsaw, as well as a release about her success in the ice swimming championships.

With good media liaisons, the fitting duo who believe that it’s never too cold for ice cream or for swimming, racked up heaps of coverage.

Food and Drink PR success post of Mackie's of Scotland's ice swimmer Jade Perry sponsorship.

Highlights include:

  • Print coverage across the UK in titles including The Metro, The Sunday Post and the East London Enquirer
  • Six items of radio coverage on shows including BBC Good Morning Scotland, Heart FM and BBC Radio Essex
  • Heaps of social coverage, including tweets from BBC Journalists and news outlets and members of the public
  • Online coverage on BBC Sport, The National and The Herald
  • A reach of 3,273,341

We also set up some great PR photography for the sponsorship deal.

Boosting Jade Perry’s profile as she sports the Mackie’s name, and with clever messaging about how Mackie’s chocolate kept Team GB’s energy levels up while they competed in Russia, raises more awareness of the ice cream brand and its products.

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Catriona Conway-Mortimer, account executive with Holyrood PR in Edinburgh, Scotland

Catriona Conway-Mortimer

Catriona Conway-Mortimer is part of the award-winning PR team at Scottish public relations agency, Holyrood PR in Edinburgh

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