Campaign: Scottish Communities League Cup
Football in Scotland isn’t just a game – it’s who your friends are, it’s your family ties, it’s your weekend ritual (and if you’re really lucky, the odd excuse for a European city break).
The Scottish Government wanted to reinforce football’s potential as a force for good in communities across Scotland, and asked us to create a campaign around the Scottish Communities League Cup which would do just that.
We devised a press and social media campaign to draw communities into the tournament, and an on-the-ground stakeholder engagement strategy – including a Scotland-wide tour of the trophy – to widen the appeal.
Some 2,300 people followed the League Cup on Twitter, and 200 young people took part in a day of football fun in the communities finale in Glasgow. Like we said – more than just a game.
We directly reached more than 22,000 people in Scotland who physically put their hands on the trophy. In doing so, it visited 54 schools, 58 youth and community initiatives and 22 workplaces.
We placed more than 500 articles, over 99% of which were positive, in mainstream media over the seven-month campaign, exceeding our target for taking the story to non-sport media, and reaching a potential audience of more than six million people.
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