Client
In 2002, Wim van Gilst and Troy Widgery established Go Fast Europe. They focused completely on the extreme sports market and introduced a clothing line in Europe. In recent years, the organisation has grown into a global network. Together with a team of specialists, Go Fast launched a pure energy drink for athletes taking part in the most varied of sports. Go Fast promotes the most bizarre stunts and takes the lead in developing and exploring new extreme sports. It’s the lifestyle for thrill seekers such as base jumpers, skydivers, free runners, snow and water freaks and stunters.
Business Unit
MCPR has many years of experience in promoting food and beverages in the widest sense, from champagne and oysters to new biscuits and energy drinks. MCPR traces out sophisticated route maps and provides optimum, targeted communication through its extensive network of journalists, critics, food stylists and photographers.
Mission
Every year, Go Fast Sports holds its ‘Go Fast X-Days’ in Rotterdam. The aim of this two-day event is to acquaint the general public with extreme sports and therefore includes the most extreme stunts. In addition to its other PR activities for Go Fast, every year MCPR generates as much publicity as possible for the Go Fast X-Days in the online and offline media.
Strategy
On behalf of Go Fast, a press invitation is sent to relevant media. Those who are interested can apply to attend the event. Those attending are given the opportunity to record the extreme stunts from unique positions, interview the athletes and even take part in a stunt themselves. After the event, the media that attended are sent a press release with unique photographic material.
Result
Apart from coverage in national and regional newspapers such as Metro, BN de Stem and Algemeen Dagblad, the event was also reported on radio and TV. The NOS youth news, BNN today and TMF are examples of stations that have attended the Go Fast X-Days. Magazines such as Aktueel also attended in order to devote editorial attention to the X-Days. Almost all online media give coverage to the event.
