Paving the way to retirement by cementing a legacy career.
Maximise and amplify the legacy, the career, the achievements and accolades of Sir Mark Cavendish. Unveil the man, the dad, the husband and the racer behind the records.
Mongoose tackled this project in stages.
Stage 1: Shout about Sir Mark Cavendish’s historic 35th Tour de France win with a big media push focusing heavily on the news angle. We secured broadcast, international newswire slots and big newspaper interviews.
Stage 2: In a second phase we set up in-depth features and high-end photoshoots to highlight the man behind the cyclist. By positioning him, his family tribe and his many interests, we showed the person behind the legend. This helped pave the way for the last step.
Stage 3: His retirement announcement. With an emotive, personal and strong video, we gave Cavendish the tools to announce the news to his fans.
The video was shared on Mark Cavendish’ social platforms and received the highest engagement of any of Mark’s social posts, leading to a new wave of PR coverage across the globe.
Results that cemented a legacy.
The press coverage spanned front and back pages, it went internationally and we created a social moment worthy of a legend.
Press coverage featured in The Guardian, The Telegraph, Men’s Health, Vanity Fair, Gazetta dello Sport (IT), Marca (ES), SBS (AUS), Forbes (US). Broadcast interviews with AP Media, Reuters, BBC Breakfast, ITV Good Morning Britain, BBC Radio 4, TalkSPORT, BBC Radio 5 Live and we could go on.
3.4 BILLION OTS
15 INTERVIEWS - 48HRS
2 COVER INTERVIEWS