Breaking records for the most successful season in Premier League history, the launch of ‘All or Nothing: Manchester City’ on Prime Video deserved a record-breaking PR campaign.
Combining a strategic programme of news and feature placement with the biggest premiere Manchester has ever seen, the eight-part documentary has come to define best-in-class sports programming and suitably entered popular culture. It was even reviewed by Jose Mourinho himself (you can Google that…).
Following a press office campaign generating hundreds of pieces of coverage, including more than 10 national double page spreads and back-page leads, The Academy conceived and executed the Global Premiere from Printworks in Manchester. The event, hosted by Gabby Logan, saw 600 national media and influencers join the entire Manchester City first team as they walked the blue carpet before enjoying episode one and an exclusive Q&A with captain Vincent Kompany.
Broadcast coverage followed from Sky News, ITV News, BBC News, BBC Radio 1, BBC Radio 2, BBC Radio 5Live, TalkSport and dozens more – alongside a 7-minute feature on BBC Breakfast and an 8-minute feature on BBC Football Focus.
In the words of Pep Guardiola: “to become a top top top top top team you have to score the f******* goals, guys”. Consider this a screamer from the Prime Video team.