PR Week announced this week that the National Collegiate Athletic Association (NCAA) has hired Atomic to develop a campaign that will help the players, the teams and of course, the fans, celebrate 75 years of March Madness.
“We see it as an amazing opportunity to expand March Madness beyond just the people who know the tournament,” said Libby Langsdorf, VP and MD of Atomic’s New York office.
Atomic will “help consumers and the general public see all of the work that the NCAA does in communities, schools, and with players and coaches throughout the year that culminates in the March Madness tournament,” said Langsdorf.
In a statement, NCAA representatives said Atomic was hired to “leverage its creativity, media relations, social expertise and clever use of analytics to get the most out of” the campaign.
The campaign will start now and last through the 2013 Final Four next April. Atomic will handle media relations to sports, business, trade and consumer lifestyle outlets.