We had been working with Hatton Promotions for several years when they approached us to help create a campaign that would see Ricky Hatton come out from retirement to take centre stage for his comeback fight at the M.E.N Arena. In the weeks leading up to Ricky's his announcement, we worked closely with Hatton Promotions to help create an encompassing digital and print campaign that saw us produce everything from the posters and programs to then executing a strategic web and social media campaign. We decided to make use of a micro-site which would form a central hub for our online strategy, through the site we gave users an exclusive insight into Ricky's training via behind the scene photos and videos. To maintain a constant stream of visitors leading up to the fight, we engaged and encouraged users to Tweet their support using the hashtag "#HattonIsBack" which would be pulled through onto the site. The campaign resulted in an audience reach of almost 0.5 million users along with contributing to a half of the 20,000 ticket sales.