CASE STUDY
Invictus Games Birmingham 2027: One Year To Go
THE BRIEF
Run was tasked with delivering end-to-end media operations for the Invictus Games Birmingham 2027 'One Year To Go' event at the NEC. The brief was to take the Invictus story to mainstream audiences beyond traditional royal, military, and sports coverage, establishing Birmingham as the home of the Games, building partner confidence, and creating a strong emotional connection with what the Games stand for.
Activity
- Iconic Podcast Collaboration: Proposed, developed, and delivered a special episode of Joe Marler Will See You Now featuring The Duke of Sussex and JJ Chalmers, exploring resilience, identity, and purpose through elite sport and recovery. Negotiated access, approvals, and rollout across socials, teaser clips, and earned media.
- Flagship TV Set Piece: Brought ITV’s This Morning live to the event with presenter Alison Hammond, featuring live sports participation, wounded, injured, and sick (WIS) competitor stories, and a live interview with The Duke of Sussex.
- High-Impact Media Relations: Secured major national broadcast and press moments across The Sun, BBC Breakfast, Good Morning Britain, and GB News.
- Live Event Media Operations: Managed on-the-day media operations (pool, tier-one, fixed points) at the NEC with over 150 media in attendance, managing spokesperson briefings, SLT speeches, and stakeholder toolkits
367
pieces of coverage secured
37.2 million
Estimated views
1,000% increase
In searches for “Invictus Games Birmingham”
Results
- Generated 367 pieces of coverage, 37.2 million estimated views, and 487,000 social engagements.
- Secured 16+ live broadcast pieces across national TV, including 4 live This Morning segments and 4.8 million combined reach from Instagram collaborations.
- The Joe Marler Will See You Now episode generated 3.5 million+ teaser views, trended on Apple Podcasts, and earned a 4-day Leicester Square billboard VIK from Spotify.
- Drove a 1,000% increase in Google searches for "Invictus Games Birmingham" and a 72% increase in social engagement rates (TikTok up 247%).
