Trailer for ITVX rugby documentary Abbie Ward A Bump in the Road
Driving media coverage to promote the release of the rugby documentary Abbie Ward: A Bump in the Road
Introduction
GTA was appointed to promote a new documentary on ITVX, "Abbie Ward: A Bump in the Road." With the release timed to coincide with the Women’s Six Nations 2024, GTA were brought on literally days before the film premiered on ITVX.
The powerful film chronicles the remarkable journey of an England rugby player as she battles back to the professional game just 17 weeks after the birth of her baby in July 2023 - and then to secure her place back in England’s Six Nations squad for 2024. Adding an extra layer of intrigue, the ultimate decision-maker for her return to play at Bristol Bears is the women’s head coach, Dave Ward . . . who is also Abbie’s husband.
How GTA supported
Fine-tuned messaging to resonate with women’s lifestyle media, regional press, and national outlets.
Media outreach leveraging GTA’s extensive contacts across national and regional media
Focused targeting of national women’s lifestyle publications, beyond traditional rugby media, to reach a broader female audience.
Negotiating clear calls to action with media outlets as well as leveraging the Red Roses' grand slam victory in the Six Nations to maximize coverage.
Liaison between media and key spokespeople, agents, and film makers to schedule media interviews around Abbie’s sporting commitments.
Securing impactful imagery and rights for media use and distribution of a comprehensive media pack.
Results achieved
Massive Reach: Coverage reached over 46 million people.
High-Profile Interviews on BBC Radio 5 Live Breakfast with Rick Edwards and Rachel Burden, and a 30-minute feature on TalkSport’s drive time show.
Double-page spreads in three national newspapers; Sunday Express, Sunday Mirror, and Sunday People.
Television Coverage on ITV West Country News.
Multiple interviews on BBC Radio Bristol and across other BBC Regional Radio shows.
