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Case Study: London Youth Games

THE BRIEF

London Youth Games is an annual multi-sport event held in London, offering competitive opportunities for participants aged 7-18 across 30 sports.

Encompassing the 2017 and 2018 Games, the brief was to define a positive, future-looking narrative, highlighting what an event of this kind brings to the city, engaging all 33 boroughs in celebrating success and securing the event’s future.

THE RESULTS

  • A marked uplift in social media reach and engagement across the event weekend, including 15.5k views of the #SupportTheGames social media video.
  • Coverage across key London TV and radio broadcasters, including ITV London, BBC London, BBC Radio London, and London Live, generating a 3.4m mainstream media reach.
  • Over 60 online and print editorial pieces across all London regional and borough titles – 40k estimated coverage views.
  • In 2018, a 28-page London Youth Games pull-out in five London weekly titles.

15,500

Views of the #SupportTheGames social media video

60+

Online and print editorial pieces

HOW THIS WAS ACHIEVED

An integrated communications plan included extensive stakeholder relations across 33 London boroughs, offering tailored press releases and page-ready copy to all regional media titles across the city. This collaborative effort ensured positive coverage and an uplift in attendance of key media at the event, cementing the event’s place at the heart of the city’s youthful, sporting culture.

To drive funding efforts for future Games, Run created an emotive video for the #SaveYourGamescampaign, which included past and present participants talking about the positive impact the Games has had on them as individuals and on their home city.

Run also provided event-time communications support, including management of social media channels, across the finals weekends in 2017 and 2018.

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