From the Nominator

"The 2022 Commonwealth Games were the first held on UK soil in twenty years. We knew public interest would be at an all-time high, and, to coincide, we identified a campaign opportunity for Loughborough University to engage prospective, current, and former students with our own enviable sporting representation at the games. With over 120 Loughborough University-linked athletes, coaches, and practitioners representing nine different countries in Birmingham, we devised a robust, strategic plan to celebrate our own successes with the aim of engaging and inspiring our student and alumni community. 

The overall goal of our project was to enhance the university’s sporting reputation globally via multi-content streams, including feature-led written, audio, and video communications. 

To achieve our objective, we created a “Loughborough at the Commonwealth Games” microsite to house our varied content. We also launched a dedicated Twitter account, @lboro2birm, which provided our audiences with updates on social media. 

The content included in-depth multimedia features, headline stories, and the all-important medal table that showed Loughborough University’s position if it were a country competing against the rest of the world. 

This campaign exceeded expectations and achieved large video views, high social media engagement levels, significant website visits, and hard-hitting media coverage."

From the Judges

The judging team was impressed by the results in terms of impressions, views, and reach. What made this entry stand out is the deft integration of faculty expertise on sport-related topics in a "news you can use" format. The campaign was integrated across multiple channels and achieved outstanding results from media outreach. Overall very consistently executed with a very high level of consistency and quality.