Flying the Flag for Welsh Rowing.
Welsh Rowing’s staging of the Home International Rowing Regatta at Dorney Lake was marked by a multi-channel campaign and brand initiative that brought a Celtic presence to this iconic Windsor venue.
Sport
Scope
• Brand
• Campaign
• OOH
• Social Media
Sport
Scope
• Brand • Campaign • OOH • Social Media
Incorporating a 3 phase approach, i.e. anticipation before the event, immersion during, and legacy post-event, we amplified the Welsh dragon featured on the Welsh Rowing logo, developing a bespoke font with a hint of Celtic symbolism, integrated into the landscape of Dorney.
Pre event saw an extensive social media campaign and countdown signalling the start of the Welsh nation’s hosting role backed by participants and support crew.
Behind the scenes, every touchpoint was designed to reinforce the host nation’s identity while celebrating the shared spirit of the sport.
The brand captured the rivalries, the pride and the togetherness that define rowing — from Ireland to England, Scotland to Wales.
Incorporating a 3 phase approach, i.e. anticipation before the event, immersion during, and legacy post-event, we amplified the Welsh dragon featured on the Welsh Rowing logo, developing a bespoke font with a hint of Celtic symbolism, integrated into the landscape of Dorney. Pre event saw an extensive social media campaign and countdown signalling the start of the Welsh nation’s hosting role backed by participants and support crew. Behind the scenes, every touchpoint was designed to reinforce the host nation’s identity while celebrating the shared spirit of the sport. The brand captured the rivalries, the pride and the togetherness that define rowing — from Ireland to England, Scotland to Wales.
Event signage, animations, merchandise through to programme design put the host nation front and centre, building pride, belonging and emotional connection at every turn.
A festival of speed, grit and camaraderie, the regatta saw junior and senior teams participate in 46 races in the space of one day.
This was also the first year the regatta was live-streamed, opening it up to more supporters than ever before who tuned in to see high calibre rowing with potential Olympic and Commonwealth athletes in the mix.
Video inserts the team created added to the professionalism of the live stream, providing timely break out points to the action.
Incorporating a 3 phase approach, i.e. anticipation before the event, immersion during, and legacy post-event, we amplified the Welsh dragon featured on the Welsh Rowing logo, developing a bespoke font with a hint of Celtic symbolism, integrated into the landscape of Dorney. Pre event saw an extensive social media campaign and countdown signalling the start of the Welsh nation’s hosting role backed by participants and support crew. Behind the scenes, every touchpoint was designed to reinforce the host nation’s identity while celebrating the shared spirit of the sport. The brand captured the rivalries, the pride and the togetherness that define rowing — from Ireland to England, Scotland to Wales.
Scope
• Brand • Campaign
• OOH • Social Media
Sport
Flying the Flag for Welsh Rowing.
Welsh Rowing’s staging of the Home International Rowing Regatta at Dorney Lake was marked by a multi-channel campaign and brand initiative that brought a Celtic presence to this iconic Windsor venue.
Results
535k+ Organic Impressions
Since launch, the campaign has organically delivered impressions equating to over 30× the combined follower base of partner accounts.
Strong engagement across platforms
High volumes of likes, shares, and comments highlighted the campaign’s impact.
Heightened Brand Recognition
Branded visuals were more instantly identifiable than in previous campaigns, boosting audience recall and engagement.
The campaign generated positive feedback for Welsh Rowing as professional hosts of the event as well as generating increased awareness of the sport in regional and national circles.
Post event, highlights were published and shared on social media, celebrating the success of many of the rowers, most notably Wales’ senior women who put in their strongest performance in years.
Stunning photography and video content by the talented C J Taylor Photos for Welsh Rowing captured it all. The power, the pride and unity of the sport.
Rivals on the water, unified on the banks. British rowing at it's best.
Results
535k+ Organic Impressions
Since launch, the campaign has organically delivered impressions equating to over 30× the combined follower base of partner accounts.
Strong engagement across platforms
High volumes of likes, shares, and comments highlighted the campaign’s impact.
Heightened Brand Recognition
Branded visuals were more instantly identifiable than in previous campaigns, boosting audience recall and engagement.
Results
535k+ Organic Impressions
Since launch, the campaign has organically delivered impressions equating to over 30× the combined follower base of partner accounts.
Strong engagement across platforms
High volumes of likes, shares, and comments highlighted the campaign’s impact.
Heightened Brand Recognition
Branded visuals were more instantly identifiable than in previous campaigns, boosting audience recall and engagement.
The campaign generated positive feedback for Welsh Rowing as professional hosts of the event as well as generating increased awareness of the sport in regional and national circles.
Post event, highlights were published and shared on social media, celebrating the success of many of the rowers, most notably Wales’ senior women who put in their strongest performance in years.
Stunning photography and video content by the talented C J Taylor Photos for Welsh Rowing captured it all. The power, the pride and unity of the sport.
Rivals on the water, unified on the banks. British rowing at it's best.
The campaign generated positive feedback for Welsh Rowing as professional hosts of the event as well as generating increased awareness of the sport in regional and national circles. Post event, highlights were published and shared on social media, celebrating the success of many of the rowers, most notably Wales’ senior women who put in their strongest performance in years. Stunning photography and video content by the talented C J Taylor Photos for Welsh Rowing captured it all. The power, the pride and unity of the sport. Rivals on the water, unified on the banks. British rowing at it's best.
For audiences
Embedded links
From sponsor profiles to venue access, bus timetables, legacy links, hyperlinks seamlessly guide readers to exactly what they need.
Mobile-friendly design
In a mobile-first world, flipbooks adapt to every device, with 90%+ of attendees accessing via mobile (peaking even higher on event days when in Oxford).
Easy navigation
A clickable table of contents and locations means no aimless page-flipping; a blessing when juggling a busy event schedule
Over a 12 month consultation period we were able to work with students, staff and a team of enthusiastic stakeholders to develop a platform of opportunities that would help define the school’s voice and clearly set out what it meant to be a Bassaleg School pupil. This inclusive approach was channelled into a series of photo shoots and new video footage focusing on the spectrum of students immersed in a variety of settings. From Year 7's to Sixth Form students, the response to playing a major role in capturing the student experience was overwhelmingly positive with inspiring levels of excitement, ownership and pride.
'Icon have been an outstanding partner in bringing the Home Nations Rowing Regatta to life. They captured the very essence of Welsh Rowing and transformed it into a brand that radiated pride, passion, and a true sense of competitive spirit.
From the dynamic countdown that set the stage, right through to the post-event buzz on social media, Icon helped us create an atmosphere that our whole team, supporters and key stakeholders could rally behind.
Their creativity in developing dynamic transitions and sponsorship tabs for our live stream didn’t just add polish it elevated the entire broadcast to a new level of professionalism alongside our fabulous commentary team!'
Dan Fella
Chief Executive Officer, Welsh Rowing
“Icon’s vision and creative flair have helped make our undergraduate campaign a huge success; we have seen significant increases in prospectus distribution, up 30% on the previous year in some areas of the U.K. and a subsequent rise in open day bookings.”
Gemma Williamson,
Head of Marketing, Digital and Creative Services,
Swansea University