I think that the most effective communication strategy here is sponsorship 

HI there,

Public relations/ Sponsorship / prints in exclusive Magazines / even publicity stunts would be of great help.

Hope this helped.

I am speaking more from the perspective of a practitioner than a researcher....for managing services, the most important communications tool you have is the physical evidence of the service. e.g. a banks using its bank statements and IVR at the call center to make its communication clear and delivered at the appropriate time. However, this form of communication can happen only after you have driven traffic your service outlet. In order to drive traffic, it is best to conduct on-ground events at appropriate catchment areas to create awareness, and incentivize customers to visit your outlet during these on-ground events. E.g. online grocery stores conduct on-ground events at residential apartments with incentives for visiting the website. 

Hope this helps.

Dear Dr. Charumbira,

From my consumer's point of view, I think the product placement technique works very well. For example, when I saw some movies or music videos that have nothing to do with sports, but the characters wear Nike shoes, I was unconsciously reminded of the brand, and was even guided subtly to see when and how Nike would suit me well too.

Or when I was on YouTube, and I saw some travelers drink coffee from Euro 2016 mugs; of course traveling is not about sports, but then I saw those mugs, and was reminded about Euro 2016, and I got curious about it. 

I think the product placement technique works well on me because I see something related to sports or sports brands even when I do not watch sports. It appears natural; it is subtle as I do not feel forced to watch it, and I suspect many people do not even realize that some products are being advertised there.

Sincerely,

Cameen