CASE STUDY
Commonwealth Games England
THE BRIEF
We have been working with Commonwealth Games England since 2014 on building their corporate and ‘Team England’ brands. We work in partnership with the governing body managing their public relations and online and social content strategy, and advising on corporate communications strategy.
We also won a brief to manage their UK-based communications at the time of the 2018 Games, including managing a 24/7 press office, online and social content, and all homecoming events and media activity.
Activity
Team England is the nation’s sports team, rich in diversity, with equal numbers of men and women, para and able-bodied athletes, drawn from every locality across the country. We ensure all communications celebrate this unique mix of talent and are relevant to the Commonwealth Games England brand.
Working across 18 sports at key events, we continue to produce a host of website, video, social media and page-ready feature content in-house to drive brand awareness, engagement, and excitement around Team England.
In the months and weeks leading up to Gold Coast 2018, PR and digital activations were strategically planned around key milestones, from One Year to Go celebrations to final team announcements and kitting-out.
We established a full-service press office during the Games, focused on proactively generating media coverage at home, and executed a detailed social media content plan celebrating medal success.
We also managed homecoming events taking place in London and Birmingham, taking full responsibility for operational planning and delivery to celebrate success and ensure maximum coverage for the team upon their return to the UK.
The Results
- Since working with Run Communications there has been a 40% uplift in awareness of the Team England brand.
- Ongoing social media management in 2018 boosted the brands’ followings, resulting in a 62% rise on Facebook and a 10% rise on Twitter, with a further 20% increase in total following across Twitter, Facebook and Instagram during the Games.
- 8m combined impressions across social media channels during the Games, and 2.1m website visits, 1.1m new users, 300,000 returning users, and 2.7m unique page views.
- Run secured regular coverage across all major broadcast outlets pre, during, and post-Games including BBC News, The One Show, BBC Breakfast, BBC Newsround, BBC Blue Peter, BBC World, ITV regions, Sky Sports News, Sky News, Channel 5, and Good Morning Britain.
- Regular regional media relations secured coverage with BBC and ITV regions and key regional news titles.
