In 2022, the UK's second city took centre-stage as the host for the Commonwealth Games. One of the multiple challenges during countdown to the games was how to engage the local community, and get them on board with the action.
Our launch campaign targeted local communities, showcasing athletes born and raised in the region as the stars of the games, installing pride in the community and generating excitement for the event. With targeted OOH and social, we told their success stories alongside the city’s own, using local affiliations.
Phase 2 of the campaign was to encourage the local communities to volunteer and take part in the historic event.
