CASE STUDY
6 x 2023 World Championships with The National Lottery
THE BRIEF
We were brought in to devise & deliver an impactful campaign to drive deeper connections with the top Olympic & Paralympic sports and to deliver mass market media output that connected National Lottery players and broader mainstream audiences with the significant investment that has transformed Olympic & Paralympic sport in the UK across all levels.
Activity
- Creation and delivery of 6x significant ‘made for media’ events to showcase the connection between TNL funding to both elite and community sport in Athletics, Cycling, Swimming, Gymnastics, Para-Athletics & Para-Swimming.
- Major broadcasters targeted to showcase the strong connection between major events / elite sport and participation opportunities in the local community.
- Video content designed, created and shared by NGBs, talent & stakeholder channels to reach new audiences of sports fans.
- Exclusive columns for online and print delivered in the Daily Mirror / Express (Sally Gunnell) & Daily Record (Chris Hoy).
- 3x ‘How TNL transformed my sport’ films created & aired on giant screens in front of 40,000 fans at the London Diamond League, plus hosted on British Athletics’ channels.
1357
Positive pieces of coverage
212m
Combined circulation
1m+
Organic social reach
The Results
- 1357 pieces of positive media coverage, with a combined circulation of 212 million and an equivalent advertising cost of £4.6 million.
- TNL branded content posted on third-party / partner social channels achieved an organic reach of 1+ million.
- Multiple hits & mentions across mainstream media, including BBC Breakfast, BBC R4 Today, Zoe Ball Breakfast Show, BBC R5Live Breakfast, BBC Scotland & the Mail on Sunday.
