From pool deck to prime time

How we amplified awareness of swimming’s flagship event 

Project: 2022 World Aquatics Swimming Championships, Melbourne

Client: World Aquatics

OVERVIEW

World Aquatics hosted the 2022 World Swimming Championships (25m) in Melbourne, bringing together elite athletes and global audiences for a landmark sporting event. With Melbourne as host city, the event required a local strategic communications partner to elevate the event’s national profile, drive ticket sales, and engage fans across broadcast and digital platforms.

WHAT WE WERE ENGAGED TO DELIVER

Beyond the Break was appointed to lead the PR campaign and content strategy in support of the event’s marketing objectives. Our scope included:

  • Development and execution of a PR campaign to drive awareness, media coverage, and ticket sales

  • Creation of a content strategy for the World Swimming Championships social media handles

  • Delivery of campaign creatives tailored to drive engagement and support ticketing goals

  • Media liaison and pitching to secure national and international coverage

  • Stakeholder management to ensure integrated delivery across partners and platforms

OUTCOMES

  • Sell-out crowds for finals sessions at the World Short Course Championships
  • Attendance by every major national news outlet in Australia, plus 30 international media representatives
  • Record-breaking social media engagement, surpassing previous World Championships benchmarks
  • Extensive content rollout across event social media handles
  • Unprecedented media coverage across digital, print, radio and TV

TESTIMONIAL

“The BTB team have an unmatched ability to seamlessly become a part of the delivery team. This approach has always ensured we deliver the best event experience with outstanding results.”

Jodie Hawkins
Executive General Manager Commercial, Swimming Australia

ENGAGE US▸

Let’s go beyond for your next project

MORE CASE STUDIES

Playing for change – A campaign built for connection and community impact

Driving PR for Rugby League’s Biggest Stage – Cultural storytelling, community-first PR, and record-breaking media coverage delivered

Serving Up Impact – A campaign to captivate fans and elevate beach volleyball’s profile