"Because the Olympic and Paralympics are only held every few years, the occasion provides the general public with a feel-good factor as our athletes perform on the sporting global stage. We saw an opportunity for Loughborough to celebrate its own successes at the Games, highlighting the achievements of our fantastic 100+ athletes, coaches, and practitioners heading to Tokyo whilst drawing on our academics’ enviable expert sporting knowledge.
The overall aim of our project was to enhance the University’s sporting reputation globally via feature-led written, audio, and video communications. We understood the challenge of cutting through the noise of a busy news agenda and therefore knew our communications had to be disruptive, relevant, engaging, and had to make people stop and take notice. We planned to target national and international media in a bid to highlight Loughborough’s sporting talent to the general public and the results of the campaign spoke for themselves."
From the Judges
Loughborough capitalised on institutional strengths to create a timely, creative, and innovative media campaign; it is creative in its approach and the interviews are compelling. The alignment with institutional strengths is key to the success of the campaign, as is the way it taps into the broad appeal of the games. The media content is excellent, and the project overall is well executed with great focus on both owned and earned channels. Other institutions could adopt a similar approach for initiatives that utilise multimedia pitches.
