Lansons was tasked with elevating the media presence of Sportsledger, a blockchain-based data aggregation start-up, helping grow the profile of its senior leadership and highlighting the uniqueness of their business model. Lansons advised that a strategic, purpose-built media relations programme would be the most effective way of elevating their profile. With that in mind, we recommended that we build Sportsledger a bespoke press programme with a press-meeting schedule to get them speaking to key media targets within both the sports and technology sectors.
As a company, Sportsledger transcends multiple industries, so it was important that we introduced them to a range of relevant journalists. We made targeting technology journalists a priority, given Sportsledger’s focus on innovative tech and the premise of the business itself, but we also targeted sport, SME and leadership publications. One of the co-founders of Sportsledger is Thomas Hal Robson Kanu, professional footballer and former Wales international. Therefore, our challenge was to leverage Thomas’ existing profile within sport whilst simultaneously ensuring that the focus of the press meetings remained firmly on Sportsledger and Thomas’ entrepreneurial ambition.
Lansons secured 4 press meetings with sports and technology journalists over 2 months, including with: The Financial Times, The Independent, The Times and Wales Online. As a direct result from the meetings, coverage appeared in The Independent, The Financial Times (wealth supplement and online) and Wales Online (including a video interview).
In addition to securing coverage, Sportsledger has now established strong relationships with the journalists themselves, and will be able to utilise these contacts going forward. The programme is an extremely strong example of how an effective media relations campaign can improve brand visibility, highlight senior leadership experience and build strong media relationships simultaneously.
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