Campaign: Sport - Delhi echoes to sound of Jerusalem

Campaign: England Chooses its Anthem
Client: Commonwealth Games England
PR team: Threepipe Sport
Timescale: March-May 2010
Budget: £10,000

Commonwealth Games England (CGE) wanted a campaign to raise the profile of the team and engage with the public in the months leading up to the Delhi Commonwealth Games.

OBJECTIVES

- To engage with sports fans

- To raise awareness of CGE

- To drive traffic to the CGE website and Facebook page.

STRATEGY AND PLAN

It was decided to let the public choose the national anthem for the CGE team, letting fans have a say in what tune is played every time athletes triumph in Delhi. Voters were offered Land of Hope and Glory, Jerusalem and God Save The Queen as options, or allowed to suggest an alternative. Voting was set up and managed by YouGov on the CGE site. The campaign was launched on St George's Day.

MEASUREMENT AND EVALUATION

Coverage appeared in national and sports media including The Mail on Sunday, the Telegraph, The Sun online, Metro and on BBC 5 Live.

RESULTS

In total, 1,896 votes were cast and the winning anthem was Jerusalem. A new version was recorded by colliery band Grimethorpe, to be played every time England wins gold.

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