Supporting our Wounded Warriors
Invictus Games Foundation
Broadcast PR, Consumer PR
Using the power of sport to inspire recovery.
Good Relations has been instrumental in the success of Prince Harry’s Invictus Games.
The Invictus Games was founded with the goal of inspiring recovery, support rehabilitation, and generate a wider understanding and respect of those who serve their country.
Our objectives were to launch a new event, build public backing for the concept not just within the Armed Forces community, veterans, and the disability community but also with the public at large, to connect them with its cause, and transform support into ticket sales and a television audience. To build an emotional connection between the public and the competitors, we helped the Organising Committee decide on a poignant name for the event.
Over 4,500 unique pieces of coverage
‘Invictus’ is Latin for unconquered, a word that embodies the fighting spirit of these men and women and what they can achieve, post injury. We evoked this ‘Invictus spirit’ in all our activity. It went on to carry more meaning: our ‘I AM’ emblem addressing a lost sense of belonging for ‘ex soldiers’. We found synergy in the closing lines of William Ernest Henley’s 1875 poem Invictus: “I am the master of my fate; I am the captain of my soul”. Our strategy was to make it difficult for anyone to answer: “Are you backing the Invictus Games?’ with anything but a rallying ‘I AM’.
We worked with influential media to map a phased campaign to INFORM, EXCITE, ENGAGE and INSPIRE.
We also negotiated the official broadcasting rights with the BBC to include a documentary following some of the competitors, plus live programming and highlights packages.
The Results? Universally acknowledged as a huge success by the media, public and competitors alike, we packed Queen Elizabeth Olympic Park with over 65,000 people. Millions more tuned in to over 13 hours of coverage across BBC1 and BB2 and we helped attract coverage that has a combined circulation of over 3 billion. Over 4,500 unique pieces of coverage were secured and over 100,000 fans across Twitter, Facebook and YouTube interacted with our digital content.
Following on from the successful launch, we were instructed to support the Sydney 2018 Games.
In its fourth year, the challenge for us was to communicate why the games are still relevant and ensure the key markets of the UK, US, Canada and Australia remain engaged in the movement.
We knew we couldn’t rely on the ‘celebrity’ the Duke and Duchess of Sussex to tell the story of the Games, as they would only be present on the Opening day and at the closing ceremony and would not be doing any media interviews.
We focused on telling the inspiring stories of the athletes and developed a nations’ case study register for us to be able to tell specific stories, relevant to specific markets. We worked with the host broadcaster, ABC Australia, to syndicate broadcast content across international markets and the Local Organising Committee to identify
key moments relevant to each international market.
Dedicated packages ran across the BBC (One Show), ABC (Australia) CTV (Canada) and Fox (US) daily. Coupled with online and print coverage, the Invictus Games reached an estimated audience of 2.4 billion people across 15 nations.
This was a
Broadcast PR & Consumer PR
Project for Invictus Games Foundation