NEWS
MXB talent client Al Mennie is not the sort of bloke to shirk a challenge. Let’s be honest, it takes quite a bit to get the pulses racing when your day job is surfing some of the world’s biggest waves. Still, Big Al has managed to surpass himself with a new challenge - The Giant’s Crossing. The red-haired water adventurer is attempting to paddle board from the Giant’s Causeway to Islay in Scotland, a mere 25-miles across the north Atlantic. Al will battle fast tidal currents (problematic in a boat, let alone a 20-foot board) and numbingly cold seas to raise money for the Northern Ireland Chest, Heart, and Stroke Association. This test of endurance is scheduled to take place in late March or early April and is based on similar stamina-sapping paddle races between islands in Hawaii. Of course, the Hawaiians do their paddling with the sun on their backs. ‘I chose this route because the distance matches one of the crossings the Hawaiians do in sun cream and board shorts,’ said Al. ‘I will be wearing a 6mm wetsuit in water temperatures around 10-11 degrees.’ Al, who lost his own father to a sudden heart attack aged just 50, is determined to complete this latest challenge and to raise much-needed funds for charity. Anyone wishing to support Al can do so at http://www.justgiving.com/TheGiantsCrossing-byAlMennie
Celebrating the record 20,000th car insurance policy sold online in Northern Ireland, MXB client its4women.co.uk challenged female drivers to set their own record against ‘our stig’. Geared up for a hefty competition, they came out charged and ready to compete but with the revelation of ‘our Stig’ as British Touring Car Champion Colin Turkington, Pamela Ballantine pictured above was pleased to have ranked just 6 seconds shy of the champion himself! Its4women were proud to reward female drivers who once again came out on top.
The evening of Thursday 24th November 2011 marked a very special night for the MXB team. A team effort went in, and the glitz and glamour came out for what was a chance to really show clients and industry colleagues what we are all about with the much anticipated launch of the new look MXB.
Whilst the event saw the official unveiling of the agency’s brand new, state of the art offices, it also marked the celebration of 20 years in business. The ‘Wall of Progress’ called out poignant moments from the 20 years and allowed us all to reflect on the progress achieved, with a few laughs along the way of course.
The team rolled out the red carpet with pride in sharing such a wonderful night with the ever valued clients, suppliers and of course the amazing team of staff who make it all possible.
MXB client Wendy Houvenaghel adds individual silver to team gold at World Cup in South America
Wendy Houvenaghel added a silver medal in the women’s individual pursuit to her gold from the team event at the World Cup in Cali, Colombia. In the event in which Wendy won a silver medal at the Beijing Olympics (it has subsequently been dropped from the Olympic programme) Wendy produced another superb display to finish runner-up to New Zealand’s Alison Shanks. Shanks, from Otago, gained some small measure of revenge after Wendy and her team-mates Laura Trott and Sarah Storey stood on the top step of the podium on Thursday following the team pursuit at the partially outdoor Velodrome in Cali. With all the top nations competing in Colombia, Wendy’s display (both in the team and individually) is a tremendous confidence boost. ‘This was a very convincing win by our team, especially as the Kiwis were in very good physical shape coming in to this World Cup. We have a lot of work still to do, but this result bodes well for next August.’ Wendy is expected back in the Uk tomorrow (Tuesday).
Wendy Houvenaghel wins World Cup gold in Colombia
MXB client Wendy Houvenaghel struck gold yesterday at the World Cup in Cali, Colombia. The 36-year-old from Upperlands was part of the Great Britain team that won the pursuit gold with a dominant display ahead of New Zealand and the USA. Wendy, together with Sarah Storey and Laura Trott, clocked a time of 3:31:835, to blitz the opposition on day two of the race meeting in South America. Leading from start to finish this newly-formed trio over-turned the previous evening’s qualification result to leave the much-vaunted Kiwis in their wake and lay down a substantial marker for next summer’s Olympics. The women’s pursuit team are the only British representation in Colombia, which is hoisting the second of four World Cup events. Next up is Beijing (January 13-15) scene of Wendy’s Olympic silver medal-winning performance in 2008.
Portrush big wave surfer Al Mennie finishes second at top class international tow-in competition in Portugal
MXB talent client Al Mennie stood tall amid the carnage that was the North Canyon Tow-In Surfing competition at Praia do Norte, Portugal, this week. With giant waves, hardcore rescues, lost jet skis, and wild wipeouts, the event was one of the most adrenalin-fuelled in the Portrush man’s career. Luck, however, deserted Al and his team-mate Andrew (Cotty) Cotton just when it mattered most. ‘We were pretty much untouchable throughout the competition with our scores way ahead of our rivals. Then in the final we were unfortunate with the waves. We lost three boards in the extreme conditions and I was pounded by a big set. The Basque team pipped us because they snagged a decent one amid the chaos.’ With competitors from the USA, France, Portugal, the Basque country, Brazil, and Germany, there was certainly no disgrace in finishing in the runner-up spot. Unfortunately only the winner qualified for the 2012 Xtreme Waterman Challenge event (organised by big wave legend Garrett McNamara). ‘It was disappointing, especially as we were so far in front for so long. But I suppose it’s still a really decent result. Another bonus was that we were the only team who managed not to lose their jet ski in the wild conditions.’ Al plans to get over any disappointment with a paddle-board session at the same venue before returning home later this week.
IRN-BRU creates a buzz in Belfast
MXB’s latest act of brand activation for our client IRN-BRU involved sampling Scotland’s favourite soft drink in a Belfast city centre buzzing with EMA fever. On board the IRN-BRU branded open-top double-decker bus, it’s fair to say we caused quite a stir amongst the star-stalkers. In fact it’s the first time I have ever witnessed an empty bus being cheered! As we passed by the huge stage at the City Hall (where Snow Patrol would play a live gig a few hours later) our promo girls were amazed to find that a casual wave could generate near hysteria amongst a crowd beside itself with anticipation. We also pulled up outside another of the Belfast Music Festival venues, the iconic Ulster Hall, where the queuing Red Hot Chill Pepper fans were more than delighted to avail of the free Bru on offer. As the light faded we also made our presence felt outside The Europa Hotel where the screams of teenage girls were so extreme they could only be heard by dogs and the lesser-spotted Bieber. Once again the free IRN-BRU went down a storm with adults and youngsters alike, all keen to keep their vocal chords nicely lubricated in case a star should suddenly appear. Bizarrely none of the crowd actually seemed to know who exactly they were waiting for. Judging by the product consumed and the buzz around the bus this was a sampling and marketing ploy that really worked. The promo girls even managed to convert LMFAO’s dancers to the IRN-BRU cause - ensuring an extra spring in their shuffle at the Odyssey.
Castle Mall in Antrim is currently celebrating its 30th anniversary, with Centre Manager, Theresa Murray, at the helm for no fewer than 22 of those 30 years. It’s a birthday that has not gone unnoticed by the local media with Castle Mall and Theresa featuring on both the front page of this week’s Antrim Guardian and page three (no jokes please!) of the Antrim Times. The busy town centre retail outlet has witnessed many changes during the past three decades, not least the 2008 face-lift that introduced an impressive new entrance and administration block. What has remained unaltered, however, is Castle Mall’s focus on customer care and ensuring that a place remains for the independent trader in this modern world of multi-nationals. MXB is delighted that Theresa popped in to view our new office here on the Lisburn Road. It gave us the opportunity to present this popular lady with a card and cake - and to wish both our client Castle Mall and its Centre Manager a very happy birthday. Here’s to many more years ‘shopping at the heart of Antrim’.
MXB client Wendy Houvenaghel dropped in for a chat at our new premises on the Lisburn Road. The three-time World Cycling Champion was on a whistle-stop visit home before immersing herself in a hectic schedule of training and competition ahead of London 2012.
Northern Ireland’s first lady of sport couldn’t resist taking a look around MXB’s new home – and of course we couldn’t resist having our picture taking with the Beijing Olympic silver medalist. Having competed mainly on the roads during the past few months, Wendy is now concentrating her efforts on the track, with the European Championships and World Cup events looming large on the horizon.
Our Wendy has been in tremendous form in 2011 and both broadcast and written journalists have earmarked the modest 36-year-old from Upperlands as a genuine medal contender next summer.
However, for Wendy there is only one colour of medal – and that’s gold. Everyone at MXB has every confidence that with her abundant skill and determination the top step of the Olympic podium already has her name on it.
MXB worked on behalf of its client, the All Ireland Shopping Centre Conference (AISCC), managing public relations and provided the guest speaker on the day, MXB client Mickey Harte.
AISCC, a bi-annual event, is designed as a way for shopping centre managers to network, share best practice and move forward on business matters within the retail landscape. The all day event, held at The Slieve Russell Hotel in Cavan, hosted hot topics such as Digital Marketing and Energy Efficiency. Mickey Harte finished proceedings off with a fascinating insight into how top-level sports team management can be applied to the business environment.
More than 260 people attended AISCC, representing all major shopping centres (and the retailers held within) across Northern Ireland and the Republic of Ireland, positioning the conference as a highlight of the retail industry calendar.
(Picture above: Theresa Murray, AISCC organiser with Mickey Harte.)
MXB is working with its client, IRN-BRU, to activate the Scottish drink company’s sponsorship of the IRN-BRU League Cup. With the brief of developing brand exposure of IRN-BRU throughout league football and increasing market share in-store, the campaign is designed to capture the imagination and create action for IRN-BRU. MXB developed a number of initiatives to do just this.
The Ginger Boot is awarded to the best goal-scorer from each round of the competition. MXB negotiated an exclusive deal with the Belfast Telegraph and Sunday Life, providing the publications with the opportunity to ‘own’ what would be an exciting and fun element of the IRN-BRU League Cup, putting fun and character into the sponsorship and emphasising the most important part of the game – scoring goals!
The IRN Man award celebrates the heroes of the game and builds excitement with fans. MXB took this concept and ran with it, developing a PHENOMENAL Footy Panel (all NI football writers) to meet and judge the IRN Man of each round. However, this being IRN-BRU, convention was tossed out the window – the IRN Man award would go to the person of each round who made the biggest contribution. Player, groundsman, tea lady or even referee.,.
This fresh, alternative approach to what had been an enduring standardised concept was seized by local media.
Brand exposure and engagement with fans through Ginger Boot and IRN Man was backed up by tactical experiential activity on the ground to increase trial of the product and ultimately build market share. MXB planned a high-impact bus tour around Northern Ireland, including major events, high footfall shopping locations and football stadia to remind target audiences of the unique refreshing taste of IRN-BRU.
MXB is continuing to work with IRN-BRU and the Irish Football Association, with much more fun and brand engagement planned, all the way through the IRN-BRU League Cup sponsorship to the final on 28th January 2012.
Chain Reaction Cycles, the world’s largest online bike store, briefed MXB to bring the launch of its first dedicated retail store to life with a high-impact, high-profile event featuring 2008 Beijing Olympic Silver Medallist track cyclist, Wendy Houvenaghel.
355-367 Lisburn Road, Belfast, BT9 7EP. Tel: +44 (0)28 9066 2225. Fax: +44 (0)28 9066 0007. info@hellomxb.com