Following the success experienced by of Australia's Joe Hachem who won the World Series of Poker in 2005 - the world's most prestigous poker tournament - popularity in the sport began to boom. Global poker organisation PokerStars looked to ICON for ways to expand the game in the Asia Pacific region.
ICON launched the inaugural PokerStars Asia Pacific Poker Tour as a way of building and expanding on the success created in the Australian environment through Joe's win at the poker table in 2005.
The agency co-ordinated on the ground support for other PR agencies across the region and hosted hundreds of media at events run in Seoul, Manila, Hong Kong and the grand final in Sydney.
ICON also played a key role in managing sponsored poker players from across the world to take part in press conferences and other promotional activities during the series.
Journalists were invited to travel to locations where the tournaments were held to experience tournament poker first hand.
Extensive media coverage was secured across the Asia-Pacific region, including first-time coverage in the People's Republic of China.
In all, ICON managed to secure over 320 pieces of coverage for the tour across the Asia Pacific region and helped Pokerstars generate comprehensive brand awareness in all key markets.