Prime Video – 2022 Australian Swimming Championships

For the second year in a row, Stamping Ground partnered with Prime Video on its broadcast of the 2022 Australian Swimming Championships, May 18-22 the qualification event for the Birmingham 2022 Commonwealth Games.

Stamping Ground managed all national media, PR and pictorial opportunities for Prime Video in the lead-up to and throughout the event, showcasing Australia’s elite swimmers and using Prime Video’s commentators to talk up the anticipation and excitement for the Championships.

The PR rollout commenced with the announcement of the Prime Video commentary team in April 2022, which hit a potential audience of 1.6 million and included coverage by the Herald Sun, MMM Rush Hour Queensland, SEN Drive Sydney, Mediaweek, and the television heavyweight sites TV Tonight and TV Blackbox, followed by the release of the event trailer which attracted nationwide coverage.

Our publicity drive then intensified throughout the five days of competition, with preparation and on-deadline distribution of two daily media releases highlighting the heats and finals action on Prime Video, plus daily interviews with the commentators.

The commentary team of Grant Hackett, Giaan Rooney, Nicole Livingstone, Annabelle Williams, Matt White and Jon Harker did more than 40 interviews for national and local TV, print, radio and online sites. Their highlights included Giaan Rooney on Weekend Sunrise, Today and ABC News Breakfast, Grant Hackett on Sunrise, and national articles featuring Hackett and Rooney that named the swimmers to watch and ran in News Corp mastheads in print and online, plus Nine’s Wide World of Sports.

As well as the commentators, one of the stars of the Australian Swimming Championships, Cody Simpson, appeared on The Project on Network 10 and featured in a News Corp story syndicated nationally.

Our PR campaign generated a total of 6,130 pieces of coverage in Australia (April 12-May 25) which reached a potential audience of 117million.  Key mainstream media outlets that highlighted Prime Video’s broadcast of the championships included Today on Channel 9, Sunrise on Channel 7, ABC Breakfast News, The Australian, The Age, The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser and the Gold Coast Bulletin.

Radio interviews with the swimming commentators ran on all major metro stations including 2GB, 5AA, 6PR, MMM Breakfast, MMM Rush Hour (multiple markets), Nova (multiple markets), Hit (multiple markets), SEN (multiple markets) and RSN.

Other publicity highlights included a double-page spread in News Corp’s Sunday mastheads, interviews on Weekend Today and Weekend Sunrise, coverage across, Wide World of Sports online, The West Australian, Mediaweek, AAP, TV Tonight and TV Blackbox.