Organisers Prepare Marketing Push to Generate Buzz for Commonwealth Games
In order to boost its appeal with potential sponsors and increase merchandising revenues, Commonwealth Games England is gearing to launch its biggest marketing push to date, starting next April.
High profile national athletes such as Jessica Ennis-Hill and Mo Farah will be promoted, alongside lesser known talents. The organising committee for the Commonwealth Games national team is currently finalising a campaign that will cover online, PR and experiential promotions showcasing its athletes as they prepare for the tournament.
Meanwhile, sponsors such as Scottish Electric and Virgin Media are also organising campaigns to capitalise on the anticipated buzz.
This will be the first time the organisation's "We Are England" brand is to receive active promotion since launching in 2011. Because they are attempting to be less reliant on public funding, the campaign has focussed on "finding smarting ways to work within" its more limited budget, with particularly emphasis on sponsorship deals.
Chief Executive of Commonwealth Games England, Adam Paker, commented: "Having a more self-sufficient commercial model with our own partners is key to building long-term value around the team."