Lionel Messi

The Challenge

To direct the global media launch of the Aspire Academy’s ‘Football Combating Malaria’ project in Saly, Senegal, featuring FC Barcelona and Argentina football star, Lionel Messi, and the Leo Messi Foundation.

The Outcome

  • VERO played a pivotal role in the organisation and execution of the ‘Football Combating Malaria’ launch ensuring that the event was delivered in an effective and efficient manner that resulted in maximum international exposure across 115 titles (newswires, print, broadcast and online)
  • With careful and considered media management VERO ensured that irrelevant football stories about Leo Messi did not dominate the headlines
  • VERO’s international media launch therefore generated global media coverage where the Football Combating Malaria story was the main feature in 91% of articles
  • International outlets to publish stories on the launch of Football Combating Malaria included, BBC, Fox Sports, ESPN, Sky Sports, Marca, L’Equipe, Le Figaro, Eurosport, Diario Sport, Diario AS, Clarin, El Pais, La Nacion, EFE, Associated Press, Press Asscociation, AFP and Xinhua

VERO’s Role

  • Provided advice on media trip and press conference planning, including suggestions for logistical preparations and technical requirements
  • Provided recommendations for press conference format and full running order
  • Full press conference management including co-ordinating the media Q&A session and photo opportunities
  • Drafted and distributed press releases prior to and during the event helping to communicate the compelling narrative of ‘Football Combating Malaria’