CASE STUDY
From Home 2 The Games
THE BRIEF
We were bought in to raise awareness of UK Sport’s new Talent ID campaign, From Home 2 the Games. Our brief was to deliver coverage in traditional, high-audience media brands that reached key influencers of the target audience (teachers, parents, sports & social leaders etc) to complement the highly targeted, digital campaign that UK Sport were delivering.
The aim of the activity was to help inspire young people, particularly from city-based backgrounds, to explore their potential in Olympic & Paralympic sport and help drive traffic to the campaign website.
Activity
- Devised and delivered national media event at the Olympic Park to amplify the digital activity
- Secured coverage beyond traditional sport media e.g. BBC Breakfast News
- Secured and managed talent to help carry messages
- Created regional page ready copy for leading regional media titles to help our activity connect with communities across the UK
- Delivered print, online & broadcast regional media coverage for each campaign athlete (x8)
- Ensured COVID-safe protocols in place
343m
Online readership
4.15m
Viewers
The Results
- Two 5min hits into BBC Breakfast which featured a mention of the campaign url
- Extensive national broadcast, print and online media coverage including Metro, Daily Mail, Sky News, Sky Sports News, The Voice etc
- 85% of coverage carried campaign url
- Online readership: 343million
- Circulation: 2.58 million
- Viewers: 4.15million
