Best of CASE Europe Region Award
 

Institution: Loughborough University

Title of entry: Loughborough at the Commonwealth Games

About this entry: The 2022 Commonwealth Games were the first to be held on UK soil for twenty years.

We knew that 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 aim 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 this, 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.

This 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 achieving large video views, high social media engagement levels, significant website visits, and hard-hitting media coverage.