“Our wounded warriors – bloody but unbowed and rebuilt by sport”

In 2014 we drove the success of Invictus Games. The event became about more than four days of sport. It captured hearts, challenged minds and changed lives.

Prince Harry had seen how the power of sport could help wounded, injured and sick Service personnel and decided London would host an international sporting event for ‘wounded warriors’.

We were appointed to lead PR/Communications, and another company developed the brand, for the Invictus Games. Our goal was to inspire recovery, support rehabilitation, and generate a wider understanding and respect of those who serve their country.

When we started we had no name, brand, awareness, blueprint or stars for an unfounded fan base to cheer. We had just six months, when even well-established events are years in the making. Among them in a saturated summer of sport were the Commonwealth Games and FIFA World Cup.

To be heard we evoked the ‘Invictus spirit’. We formed allegiances with influential media to map a phased campaign to build momentum and support. We helped negotiate official broadcasting rights with the BBC and a documentary with Prince Harry, plus live programming and highlights. And we ran Games Time media.

Over 4,000 media hits reached 3bn people. Crowds of 65,000 filled the Olympic Park. 13m watched on TV. Competitors and their friends/family said it was one of the best moments in their lives. Crucially, amid huge support, the legacy of the Invictus Games is now underway.

Inform: Our March international media launch at one of the Games venues set out the ‘What’, ‘Who’, ‘Where’ and ‘When: “The Invictus Games, an international sports event for ‘wounded warriors’, is coming to London in September 2014.”

Excite: We made history with Prince Harry’s first ever Tweet launching tickets in May, had stars like Daniel Craig and Will.i.am recite Henley’s famous poem in our celebrity film, and managed Prince Harry’s first studio interview on the BBC2 Chris Evans Breakfast Show.

Engage: Our focus became the ‘Why’: the impact of the Games on competitors, others like them, and their families. We prompted escalating media interest by unveiling the British team and welcoming competitors from 13 nations.

Inspire: On the eve of the Opening Ceremony we lit up London with eye-catching projections on Tower Bridge and Buckingham Palace. We then managed 500+ accredited media, with live-reporting allowing people to follow the action.

Capturing hearts: Two years on from London 2012, crowds of 65,000 packed Queen Elizabeth Olympic Park to cheer men and women who just six months prior had been unknown to the public, despite the sacrifice they had made on its behalf.

Challenging minds: Over 9 million tuned in to 13+ hours of coverage, gripped by those for who just getting to the start line had been an incredible achievement. We amassed 120,000+ fans on social media and 2.2m web visits. Coverage topped 4,000 with a circulation of 3bn, much of it challenging how people think about ‘wounded warriors’.

Changing lives: 413 men and women, from 13 nations, and 1,200 travelling friends and family, enjoyed a life-changing experience. The British team won a Pride of Britain Award. All competitors received the Helen Rollason Award ‘for outstanding achievement in the face of adversity’ at the BBC 2014 Sports Personality of the Year.