How a Unique Sports Property Changed the Face of Curling
As the country’s top curlers travel to Ottawa to compete to represent Canada and the 2018 Winter Olympics, we couldn’t help but reminisce about this summer’s Everest Curling Challenge.
Earlier this year, Everest Funeral Concierge, the first nationwide funeral planning and concierge service, set out to redefine the sport of curling with the launch of the Everest Curling Challenge (ECC). A live, 17 hour broadcast that aired across North America, the ECC was a unique opportunity to engage with curling fans during the sport’s off-season. Leveraging a partnership with TSN and ESPN3, Everest was able to deliver this net-new sport property to a broader audience.
It was an all-hands-on-deck project for the Republic team, who, guided by our belief that there is always an opportunity to craft a story and amplify it through meaningful content, worked closely with Everest and its partners to deliver a special experience for fans. From developing an online voting campaign enabling fans to vote their favourite teams into the competition, social and digital advertising, event planning, sponsorship development, social media management, content development and everything in-between, we were able to immerse ourselves into the sport and witness firsthand the passion and sportsmanship of the community.
The ECC demonstrated the power of rallying a group of people behind a shared belief. By reaching curling fans and their desire to grow the sport in new ways, Everest was able to push the boundaries and create a successful sport property.
Missed the broadcast earlier this year? Watch the full highlight reel for a little taste of the action!