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DRAGONS ROAR AT THE DRUM AWARDS FOR PR

Here Be Dragons

October 4, 2021

WINNER: Most Effective Use of Content


The EUROS: Making BOXPARK as famous as football

After a series of lockdowns, BOXPARK needed to let people know it was back in business and was THE place to watch England's highly anticipated progress through the European Championships. With18 months of social distancing, and restricted access to Stadiums, this tournament was all about meeting up with friends and creating the special moments that we had all missed. BOXPARK needed to project an image of fun and togetherness - the next best thing to being at WembleyStadium - the ultimate 'fanpark'.

This was achieved via a strategic media campaign with content at the heart. Using both photography stills and video footage, BOXPARK become the media epicentre for football away from the pitch, working with various media partners, channels and outlets to generate excellent news-worthy content but also turning visitors into citizen journalists by creating highly visual moments across the BOXPARK estate, that travelled at light speed across social media.

The reaction content was syndicated after each match - resulting in over 1000 pieces of coverage.

https://www.thedrumprawards.com/thedrumawardsforpr2021/en/page/results?nomination=052c-the-euros:-making-boxpark-as-famous-as-football


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