CGI signed up with TVEyes in 2011. Taking advantage of its unmatched market coverage, fixed price and user-friendly interface, the PR team uses the service to monitor television in each event’s city, capture and store broadcast clips and report on them to sponsors and partners.
Each race has sponsors, partner charities and other stakeholders. Local track clubs, fitness experts, celebrities, hotels, chambers of commerce and convention and visitor bureaus all have an interest in the marathons. Each time a sponsor, charity or stakeholder is mentioned on TV in connection with a race, the PR team is alerted and documents the mention along with audience size in a report demonstrating the media reach of the event. If a clip has messages relevant to different sponsors, the team can easily separate the relevant information in reports for each sponsor.
TVEyes enables the team to stay on top of the news leading up to events and react to any developments. On one occasion, it learned through pre-event coverage in Washington, D.C., that a local TV station’s weatherman would be running in an upcoming race. The team contacted the media personality and worked with him to further promote the marathon, earning valuable airtime for the event before, during and after.
Recently, Mr. Cruz learned about TVEyes international coverage, including U.K. and Europe. “We’ll definitely add TVEyes to our plans for events in Liverpool, Lisbon and Madrid, which will make these events easier to manage and help us provide additional value to our sponsors.”
After races, the PR team compiles a report of all relevant TV clips and sends them to colleagues and stakeholders.