Campaigns: Sport - Leicester Games prove to be Special

PR Week UK, Friday, 29 January 2010 12:00AM

Campaign: 2009 Special Olympics GB National Summer Games
Client: Leicester City Council
PR team: Lexis Sport and Entertainment
Timescale: July 2008-July 2009
Budget: Less than £100,000

Held every four years, Special Olympics GB National Summer Games gives athletes across Britain with learning disabilities the opportunity to take part in a week of Olympic-style sports competition.

Objectives

- To drive awareness of the Games in Leicester

- To use the event as an opportunity to showcase the regeneration programme taking place in Leicester.

Strategy and plan

National and regional ambassadors were appointed to drive awareness of the event. Lexis Sport created a range of assets including a Games mascot, official countdown events, promotion of volunteering opportunities, a torch relay and a spokesperson's programme involving the athletes. A digital media campaign was also launched to present a channel for learning-disabled athletes to communicate with one another in the build-up to the Games. Regional partners included Highcross Leicester, Leicester Tigers RFC and Leicester City FC.

Measurement and evaluation

The year-long campaign generated 55 pieces of national coverage and a continuous stream of regional coverage.

Results

The National Summer Games was the largest to date, with 12,000 people attending.

This article was first published on PR Week UK

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