JT Comms was engaged to develop and execute a global media and engagement strategy for the 100th anniversary running of The King’s Cup, a rowing event at Henley Regatta originally staged at the end of World War I.
The communications plan involved engaging with eight international military organisations: Australia, Canada, France, New Zealand, the UK, and the USA, joined by Germany and the Netherlands.
It involved co-ordinating and facilitating global media and social media coverage – including content generation – to build awareness and interest in the event. It involved working closely with embassies and high commissions as part of key stakeholder engagement.
During the event itself, JT Comms led the public affairs function, managing social media platforms, liaising with media and working closely with public affairs representatives from each of the military organisations.
The media and public interest generated from the event resulted in a new push for the Kings Cup to be held on a regular basis.