Solution
In May, 2006, the World Fighting Alliance (WFA) secured Leader to provide integrated marketing services on behalf of the organization and its King of the Streets Mixed Martial Arts (MMA) event held at the Forum in Los Angeles on July 22, 2006. The event featured MMA elite stars, including Quinton "Rampage" Jackson, Bas Rutten, Lloya Machida and Matt Lindland among others.
Service
Leader developed the look of the WFA brand and produced creative concepts for posters, billboards, bus graphics, fighter trading cards, T-shirts, magazine ads and web banners. Moreover, Leader was tasked with proactive public relations efforts to build awareness for the WFA, its fighters and the King of the Streets event through media coverage.
With the WFA being committed to its "fighter-first" identity, Leader set out to drive news coverage highlighting marquee competitors and their unique stories and personalities. At one time or another, the CEO and every WFA fighter on the event card was featured in a media interview and/or feature story.
Leader also worked to communicate the significance of the WFA within the overall rapid growth of MMA, utilizing the prominence of the UFC (who purchased the WFA before a second event was organized/produced) to underscore the validity of the WFA and its lineup of top-name fighters.
Success
Leader efforts yielded more than 24 million media impressions in TV, print, online and radio coverage combined.