Australian rules football league

In 2007 the world's most competitve and frantic sport was introduced to Wales.MacKenzie-Cummins PR was the media consultancy chosen to launch the sport in Wales and raise the game's profile throughout the country.

Australian Rules Football had never been played in this country before so we worked with the sport's governing body in Australia to build awareness of the sport, encourage player recruitment, and gain awareness through the Welsh media.

MacKenzie-Cummins PR devised and implemented a series of news stories, articles and photo-shoots that were distributed among the key sports writers and editors across the entire media spectrum in Wales - all of whom were encouraged to 'have a go' of the game itself.

From a standing start of just one single player the Welsh league soon blossomed to include over 100 regular players who were recruited from a range of sporting backgrounds, including rugby, football and Gaelic football.

With our contacts in the WRU, we were able to secrure a number of key players from the Cardif Blues who are already making a name for themselves in the world of rugby and took-up playing Aussie Rules in the 'off-season' to keep their skills and fitness sharp.

The results of the media initiatives put in place by MacKenzie-Cummins PR have- and continue to- exceed all expectations, with the sport generating signifcant media coverage in Wales, including:

- numerous interviews with key players on BBC Radio Wales, including Sportsround and Sportstime

- coverage on BBC TV Breakfast

- interviews and coverage on S4C's Weidi 7

- featured on BBC Sport in Wales with highlights from Wales's international
match against England

- BBC TV Wales Today

- Western Mail, South Wales Echo, South Wales Argus, Wales on Sunday

We continue ot handle all media relations for the Welsh Australian football league and we love it so much that we were even tempted to try the game ourselves!!