•
Commonwealth Games England (CGE) briefed Threepipe
Sport on a project
to launch its new We Are England brand, using
the Queen’s Baton
Relay as a platform for build national and regional
awareness and
excitement ahead of Delhi 2010. •
The Relay was a chance for people in the Commonwealth
to feel part of
the Games, as well as to generate media coverage.
We worked with CGE
to find locations and famous supporters to take
part in the relay, which
visited locations around England including football
stadiums, schools
and TV studios. •
The Relay was a huge success visiting nine locations
and driving regional
print, broadcast and online coverage for the new
We Are England
brand. •
Before the Baton left London, however, we focused
on national broadcast,
with some stunning success, getting We Are England
ambassadors,
along with the Baton, onto Soccer AM, Loose Women,
BBC
London and the Alan Titchmarsh show. •
Following the launch, we created the We Are England
photography project,
using social and traditional media channels to
invite the public to upload
their favourite images of England, with the best
going on display at
a London exhibition on St George’s Day.
