CASE STUDY
The National Lottery x Commonwealth Games 2026
Run were tasked with demonstrating the essential role of National Lottery funding into Glasgow across sport, arts, heritage and community, as it prepared to host the 2026 Commonwealth Games. Our goal was to celebrate more than £1 billion invested into the city since 1994, connecting National Lottery players to the communities their support makes possible.
We developed and executed a fully integrated campaign utilising both traditional and new media that placed The National Lottery at the heart of the city’s story, using culture, music and community storytelling to reach new audiences and highlight the impact of National Lottery funding to real people in Glasgow and beyond.
Activity
• Orchestrated a standout cultural moment at Kelvingrove Art Gallery and Museum, bringing together Scottish music icon Amy Macdonald and National Lottery-funded community choir Singergie for a surprise performance that stopped the room and captured the city
• Worked with a focused mix of creators (micro and macro) to extend the moment into social-first content reaching new and younger audiences
• Secured a media partnership with Clyde 1, Glasgow’s most popular commercial radio station, using trusted local voices to deliver authentic community storytelling
• Delivered seven high-impact PR events spanning sport, arts, heritage and community across the Commonwealth Games and European Athletics Championships
Results
- 150,000 views on the Amy Macdonald x Singergie hero video, with a reach of over 500,000
- Over 1,500 pieces of coverage secured across the campaign
- 2.5 million digital reach with 17 content creator collaborations
- 67 pieces of national and Scottish TV & radio coverage
