powering the games through pr

pr and athlete profiling for the gold coast 2018 commonwealth games

 

 

Project: gold coast 2018 commonwealth games

Client: goldoc

OVERVIEW

Beyond the Break was appointed to lead the PR and media strategy for the 2018 Gold Coast Commonwealth Games, supporting one of Australia’s largest multi‑sport events. Our role spanned both pre‑Games publicity and on‑the‑ground media operations, ensuring strong national awareness, compelling athlete storytelling, and seamless media engagement across the full Games program.

WHAT WE WERE ENGAGED TO DELIVER

  • A fully integrated PR plan covering all sports on the Games schedule.

  • Identification and profiling of marquee athletes across each discipline to build public interest and human‑centred narratives.

  • Storytelling that highlighted athlete journeys, personal challenges and the stories behind the results.

  • PR momentum around key event milestones including draw announcements, ticketing launches and major campaign moments.

  • Media operations support at selected venues throughout the Games, ensuring smooth access, athlete availability and high‑quality coverage.

OUTCOMES

  • Increased proactive PR around major sporting events, attracting a broader and more diverse group of media supporters across print, television and radio.

  • Secured national media attention beyond traditional sports pages, including long‑lead magazines, lifestyle TV programs and mainstream news outlets.

  • Delivered integrated content opportunities across news platforms and GOLDOC’s owned channels, strengthening visibility for both the sports and the event.

  • Enhanced broadcast coverage and deeper integration with the host broadcaster across news and digital platforms, ensuring consistent, high‑impact storytelling throughout the Games.

ENGAGE US▸

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