• PR and social media for Ireland's largest ever sporting event

    PR and social media for Ireland's largest ever sporting event

    We’ve just completed one of the most fun projects we’ve been involved in for a long time – the 2013 World Police and Fire Games. And we mean fun in an exhilarating, challenging, satisfying kind of way.

    It demanded just about every service we offer, including strategic communications advice, media relations, social media advice and activation, issues management, public affairs, and more. It even finished with a ‘fly past’ by the Red Arrows.

    It was the island of Ireland’s biggest ever sporting event with 7,000 competitors across 56 sports at 41 venues, and we were delighted and honoured to play a part in helping make it a success.

    The most satisfying thing about being involved in a project like this is seeing the positive end-result. For instance, there were more than 50,000 people through the turnstiles to see the Games’ ice-hockey matches; more than 10,000 people went to see the track & field; and in excess of 12,000 spectators went to see the Ultimate Firefighter event.

    The President of the WPFG Federation described the Games as the friendliest and best ever. It was a huge project – here’s just a flavour of some of the things that we did as part of our strategy:

    We commissioned and managed the production of daily video bulletins about the Games, branded WPFG TV, to be shared on social media, with the intention of helping engage the Northern Ireland public in the Games. These were hosted on both YouTube and Facebook and shared through a range of channels. They generated in excess of 60,000 views.

    We also produced a behind the scenes video from the Opening Ceremony venue to generate excitement about the event, and a behind the scenes video from the bodybuilding event, which had almost 10,000 views.

    As part of the social media strategy that we developed for the Games, we managed the @2013WPFG Twitter channel and we organised, coordinated and managed a team of brilliant volunteers who provided content from some of the 56 sports taking place at 41 venues, including updates on scores, video content, audio interviews, and blog posts, using the hashtag #WPFGSocialTeam.

    Our approach on Twitter generated a wide range of positive comments e.g.:


    As part of our social media strategy, we developed a content plan for the Games and implemented it across a range of channels including Facebook. During the Games, the page had a weekly reach of not far off 1 million individuals, and there were almost 30,000 individuals talking about the page.

    We produced content for the Games blog with a focus on really sharable posts such as: Free events to entertain the kids, 5 things you need to know about 2013WPFG ice-hockey and A guide to the must see events of the Games. There were more than 40,000 views of the blog’s posts.

    We created and promoted Twibbons for volunteers, competitors and supporters, which were downloaded well over 1,000 times, helping enlist hundreds of people as advocates through carrying the logo in their Facebook and Twitter Avatars and tweeting / posting about the Games.


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