CASE STUDY DEUTSCHER FUßBALL BOTSCHAFTER
CASE STUDY
DEUTSCHER FUßBALL BOTSCHAFTER
THE CLIENT
Deutscher Fußball Botschafter, or German Football Ambassador, is a non-profit organization that recognizes and awards football coaches and players each year, while promoting German sports and culture throughout the world.
Through its partnership with mc Group, Germany’s largest communication agency and third-largest advertising agency, PAPER & PAGE was tasked with securing media coverage for a high-profile event: the German Football Ambassador nomination ceremony, in partnership with the German Federal Foreign Office and Goethe-Institut Thailand.
THE PROBLEM
At the time, mc Group did not have a reliable, well-connected partner on the ground in Thailand to coordinate media coverage of the nomination ceremony. Even with such a partner, it would be difficult to secure top-tier coverage in time for the event, which was scheduled to take place in 10 days.
THE SOLUTION
ON FEBRUARY 5th, 2018, mc Group
contacts PAPER & PAGE to coordinate
coverage of the nomination ceremony for
Mr. Ernst Middendorp, Technical Director of True
Bangkok United F.C. He is to formally receive
his nomination in the “Coach” category from
Mr. Roland Bischof, Founder & President of
German Football Ambassador, at a
yet-to-be-determined venue on February 15th.
MR. ERNST MIDDENDORP is known as the century coach of Arminia Bielefeld.
He first went to Ghana in 2000 to train Asante Kotoko S.C., followed by further
engagements in South Africa, Iran, China, and Cyprus. He was one of three coaches
nominated in honor of their outstanding work to be the global face of German sports
and culture.
IMMEDIATELY, PAPER & PAGE reaches out to its media connections and
guarantees top-tier coverage of the event, as well as to the football club to
gather essential information and establish the event venue at Bangkok Christian
College (where it plans to make a sizable donation).
Channel 7
Thailand’s No. 1
most-watched
TV channel
Sanook Sport
Thailand’s top
sports media
website
Thai Rath
Thailand’s No. 1
most-read
newspaper
SID
Germany’s leader
in sports news
FOUR DAYS LATER, PAPER & PAGE
drafts and distributes bilingual media
invitations and press releases, passing
the ball to key reporters at online, print,
and television outlets to achieve
prestige coverage of the event. A press
junket is planned with bilingual reporters
for exclusive interviews with
Mr. Middendorp and Mr. Bischof.
EVENT HIGHLIGHT
Mr. Bischof nominating Mr. Middendorp for the “Coach” award category, in the presence of H.E. Mr. Peter Prügel, German Ambassador to Thailand, and Mr. Kajorn Chearavanont, Chairman of True Bangkok United F.C.
IT’S FEBRUARY 15th, a sunny Thursday afternoon in downtown Bangkok, where
local and international news crews have converged on the football pitch at
Bangkok Christian College. Cameras flash as Mr. Bischof formally announces the
nomination of Mr. Middendorp for the “Coach” award category in the presence of
H.E. Mr. Peter Prügel, German Ambassador to Thailand,
and Mr. Kajorn Chearavanont, Chairman of True Bangkok United F.C.
In addition to the nomination ceremony, the agenda includes a Q&A session and
exclusive interviews of those involved, ensuring that the media coverage remains
on-message.
TOOLS & METHODS
MEDIA & PUBLIC
RELATIONS
PRESS RELEASE
DISTRIBUTION
EVENT
MANAGEMENT
EXCLUSIVE INTERVIEWS / CONTENT CREATION & COPYWRITING /
LOCALIZATION & TRANSLATION / SEARCH ENGINE OPTIMIZATION (SEO)
THE RESULT
PAPER & PAGE SCORED TOP-TIER COVERAGE ACROSS
THE BIG THREE MEDIA ARENAS — PRINT, BROADCAST,
AND THE INTERNET — SURPASSING OUR ORIGINAL
KPI GOALS.
“We worked together with PAPER & PAGE and True Bangkok United F.C. on a press conference for our foundation, German Football Ambassador, and everything was planned perfectly. Thanks Robert, next time we will come back to you. Wish you all the best.”
ROLAND BISCHOF
FOUNDER/PRESIDENT, DEUTSCHER FUSSBALL BOTSCHAFTER
For our achievement in promoting Germany’s “winning spirit”
and positive cultural views of the country, PAPER & PAGE won the title of
mc Group’s exclusive affiliate in Thailand (“mc Thailand”).
CASE STUDY
DEUTSCHER FUßBALL
BOTSCHAFTER
THE CLIENT
Deutscher Fußball Botschafter, or German Football Ambassador, is a non-profit organization that recognizes and awards football coaches and players each year, while promoting German sports and culture throughout the world.
Through its partnership with mc Group, Germany’s largest communication agency and third-largest advertising agency, PAPER & PAGE was tasked with securing media coverage for a high-profile event: the German Football Ambassador nomination ceremony, in partnership with the German Federal Foreign Office and Goethe-Institut Thailand.
THE PROBLEM
At the time, mc Group did not have a reliable, well-connected partner on the ground in Thailand to coordinate media coverage of the nomination ceremony. Even with such a partner, it would be difficult to secure top-tier coverage in time for the event, which was scheduled to take place in 10 days.
THE SOLUTION
ON FEBRUARY 5th, 2018, mc Group contacts PAPER & PAGE to coordinate coverage of the nomination ceremony for Mr. Ernst Middendorp, Technical Director of True Bangkok United F.C. He is to formally receive his nomination in the “Coach” category from Mr. Roland Bischof, Founder & President of German Football Ambassador, at a yet-to-be-determined venue on February 15th.
MR. ERNST MIDDENDORP is known as the century coach of Arminia Bielefeld. He first went to Ghana in 2000 to train Asante Kotoko S.C., followed by further engagements in South Africa, Iran, China, and Cyprus. He was one of three coaches nominated in honor of their outstanding work to be the global face of German sports and culture.
IMMEDIATELY, PAPER & PAGE reaches out to its media connections and guarantees top-tier coverage of the event, as well as to the football club to gather essential information and establish the event venue at Bangkok Christian College (where it plans to make a sizable donation).
Channel 7
Thailand’s No. 1
most-watched
TV channel
Sanook Sport
Thailand’s top
sports media website
Thai Rath
Thailand’s No. 1
most-read
newspaper
SID
Germany’s leader
in sports news
FOUR DAYS LATER, PAPER & PAGE drafts and distributes bilingual media invitations and press releases, passing the ball to key reporters at online, print, and television outlets to achieve prestige coverage of the event. A press junket is planned with bilingual reporters for exclusive interviews with Mr. Middendorp and Mr. Bischof.
EVENT HIGHLIGHT
Mr. Bischof nominating Mr. Middendorp for the “Coach” award category, in the presence of H.E. Mr. Peter Prügel, German Ambassador to Thailand, and Mr. Kajorn Chearavanont, Chairman of True Bangkok United F.C.
IT’S FEBRUARY 15th,
a sunny Thursday afternoon in downtown Bangkok, where local and international news crews have converged on the football pitch at Bangkok Christian College. Cameras flash as Mr. Bischof formally announces the nomination of Mr. Middendorp for the “Coach” award category in the presence of H.E. Mr. Peter Prügel, German Ambassador to Thailand, and Mr. Kajorn Chearavanont, Chairman of True Bangkok United F.C.
In addition to the nomination ceremony, the agenda includes a Q&A session and exclusive interviews of those involved, ensuring that the media coverage remains on-message.
TOOLS & METHODS
MEDIA & PUBLIC
RELATIONS
PRESS RELEASE
DISTRIBUTION
EVENT
MANAGEMENT
/ EXCLUSIVE INTERVIEWS
/ CONTENT CREATION & COPYWRITING /
/ LOCALIZATION & TRANSLATION
/ SEARCH ENGINE OPTIMIZATION (SEO)
THE RESULT
PAPER & PAGE SCORED
TOP-TIER COVERAGE ACROSS
THE BIG THREE MEDIA
ARENAS – PRINT, BROADCAST,
AND THE INTERNET –
SURPASSING OUR ORIGINAL
KPI GOALS.
“We worked together with PAPER & PAGE and True Bangkok United F.C. on a press conference for our foundation, German Football Ambassador, and everything was planned perfectly. Thanks Robert, next time we will come back to you. Wish you all the best.”
ROLAND BISCHOF
FOUNDER/PRESIDENT, DEUTSCHER FUSSBALL BOTSCHAFTER
For our achievement in promoting
Germany’s “winning spirit”
and positive cultural views of the country,
PAPER & PAGE won the title of
mc Group’s exclusive affiliate in Thailand
(“mc Thailand”).
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PAPER & PAGE (Thailand) Co., Ltd.
188 Spring Tower, Floor 12, Phaya Thai Road, Thung Phaya Thai,
Ratchathewi, Bangkok 10400, Thailand
Services:
Digital Marketing
Online PR
Web Development
Services:
Digital Marketing
Online PR
Web Development
