July 20 Case Study

Brand journalism

MGMPR Ltd team up with Tour of Ulster 2015 organisers to ramp up coverage

MGMPR Ltd was appointed to do the PR for the Tour of Ulster 2015 cycling race which took place over the May Bank Holiday Weekend.

The event attracted almost 150 elite cyclists from across the globe.

Teams from Australia, Holland, Belgium, England, Scotland and from the north and south of Ireland met at Belfast’s Stormont Hotel for registration of the event on Friday, May 1 before they take to their saddles for the two up time trial at Stormont. The cyclists departed Belfast on Saturday morning to Newry from Queen’s Playing Fields at Upper Malone Road, Belfast.

The race, which was established in 1957, took the cyclists from Belfast to Newry then onto Armagh and finishing in Cookstown during the 2015 May Bank Holiday weekend where there will be an activity fun day for all of the family.

But on day two heavy rain and strong winds saw organisers call off Stage 2 of the race for the safety of all cyclists, marshalls and media. Due to these adverse weather conditions, our team were totally on top of the story all weekend for our colleagues in the media so journalists could report the most up-to-date and relevant information. As soon as anything happened – journalists knew about it!

Our team achieved weekly, daily regional and national coverage in print, broadcast and on digital platforms before, during and after the event.

Denise Watson, a sports journalist for UTV, U105 and the News Letter, very kindly shared these kind words with us.

“My first contact with Eleanor McGillie was for the Tour of Ulster cycle race in 2015. She took over the PR of the event this year and it was very useful as a Sports Journalist to have someone to call and email regarding times and stage results.

“In the past, for TV and radio bulletins, I was scrambling around websites and social media hoping that the information was correct as it’s vital that my scripts are accurate. From the start of this year’s event, I had Eleanor and her team to call upon when I had a question.

“She was courteous and nothing was too much trouble. But the most impressive element for me was how she understood my job as a journalist. I have encountered PR companies who are driven by their agenda. Eleanor patiently asked me what my needs were and understood how vital it was for me to get up to date and accurate information.

“I believe it’s because she is a trained and experienced journalist herself. I look forward to working with her on future events.”  Denise Watson, UTV /U105/News Letter Sports Journalist.

If you would like to discuss PR opportunities with MGMPR Ltd call our offices in Caledon, Co Tyrone on 028 3756 9569. We would be delighted to hear from you.


MGMPR Ltd is a multi-media PR agency which uses brand journalism as a powerful communication tool. We are a team of media law trained professionals who have the storytelling skills to deliver your company’s key messages across multiple publishing platforms. By ‘Telling Your Story’ we are building on your success. PR Northern Ireland | Event PR

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