#BehindEveryGreatPlayer campaign celebrating the importance of supportive role models
With the Vitality Women’s Hockey World Cup taking place in London, England Hockey wanted to maximise visibility and enhance perceptions of the sport, especially amongst parents.
Our #BehindEveryGreatPlayer campaign celebrated the importance of supportive role models in achieving sporting success; parents’ relationship with their children being something that would resonate with many, no matter the sport.
Recognising the importance of a relative’s support in helping a child realise their potential, our #BehindEveryGreatPlayer content featured members of the England Women’s Hockey team saying ‘thank you’ to their parents for their unwavering support and influence during their sporting journey, from the early days to the international stage.
The Promote team created the storyboard, sourced the videographer and then directed the shoot to deliver a series of emotive videos which were used by England Hockey across their website, social media and direct marketing.
The England squad fully supported the initiative, sharing personal photographs in social posts to say thank you, and the campaign quickly generated a social reach of 1.5m. Promote also delivered a media relations campaign to drive awareness ahead of the Vitality Hockey Women’s World Cup, securing coverage across a range of media including BBC Radio 4 Women’s Hour, Sky Sports, ITV London and BBC London.
We created an emotive, content led campaign ahead of the Vitality Hockey Women’s World Cup which touched the hearts of the England squad and resonated with sporting parents across the country.
Social media reach at launch
Pieces of media coverage
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Sue McIntosh, Head of Marketing, Meridian Foods
"It’s always a pleasure working with Promote. Their recent Behind Every Great Player campaign for the Vitality Hockey Women’s World Cup was something really different for us. It was a simple, yet emotive concept that the whole squad could relate to and helped us to celebrate the unsung heroes behind the players."
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Clare Cooper, Rugby Growth Manager, RFU
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David Zarb Jenkins, Event Director, SIBEC
"From the very first moment we had contact with Promote, it was obvious that there was not only a high level of expertise and knowledge but they cared about the message and content, and that combination has seen us deliver a ground-breaking campaign for Hockey across Europe and more importantly for gender balance."
Thomas Pedersen-Smith, Development & Education Manager