Red Dog

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Case Study: Carl Froch


- Primetime TV, part of the broadcasting arm of Northern & Shell, was a new boxing channel requiring consumer press exposure to encourage sign-up to its pay-per-view fights.

- We were also hired to raise awareness of the then Super Middleweight Champion Carl Froch’s profile outside of the sporting press in the run-up to his title defence on the 24th April 2010 against Mikkel  Kessler, which was showing on Primetime.

- We were brought on board six weeks before the fight so it was a big ask! As it was so close to the fight, Carl was deep in training in Nottingham, and unable to travel to London for interviews.


- Devised a media plan and list of media built around Carl’s personal background and his interests and hobbies outside of boxing, to make him relevant to several different strands of media. These included his Polish grandfather (who escaped from the Nazis), his property portfolio, his love of cars and his glamour model girlfriend.

- As most radio shows can be pre-recorded, and live interviews can be done over the phone, radio became a key target to give Carl exposure to high numbers of listeners, as well as a prime chance for him to plug Primetime TV.

- Digital was deemed a priority to encourage click-through to the Primetime website and thereby encourage sign-up to watch the fight.

- Combined circulation figures meant that 29,647,329 were exposed to the coverage.


“The team at Red Dog are the most pro-active PRs I have ever had the pleasure of working with. Thorough in their approach and quick to tie into the news agenda. I can’t recommend Red Dog highly enough and also can’t wait to work with them again.” Claire Wigington, head of marketing, Portland TV.