Commonwealth Games Handover.

Blue sky thinking for the Commonwealth Games

Birmingham will host the Commonwealth Games in 2022 and Birmingham City Council appointed Liquid to deliver integrated communications for the official handover ceremony, taking place 10,000 miles away in Australia, and the athletes’ homecoming party.

The brief

Liquid was tasked with delivering a communications strategy to raise awareness of Birmingham’s participation in the Gold Coast closing ceremony, watched by a television audience of a billion people, followed by Team England’s “homecoming” six days later. The work involved a complex network of stakeholders including the local authority; the Department for Digital, Culture, Media & Sport; Sport England; Commonwealth Games England; and cultural partners.

What we did

Working to unusually tight deadlines, Liquid was responsible for regional and national media liaison, staging press conferences, writing and issuing press releases, event management in the UK, and liaising with artists to generate copy and the filming of broadcast quality videos.

The result

Liquid secured comprehensive regional and national publicity via traditional channels (newspapers, television and radio) and with online and social media platforms. The Birmingham activity was featured on BBC One’s “Blue Peter” with presenter Radzi Chinyanganya taking part in the spectacular mass dance to ELO’s iconic “Mr Blue Sky.” A photocall to promote Birmingham’s programme of cultural engagement, linked to the Games homecoming party, secured national coverage including in The Times.

"Liquid worked as an extension of the in-house comms team... Providing not only extra capacity and support but creativity and much needed humour, it would not have been possible to produce the results we did without Liquid.”
Eleri Roberts, assistant director of communications, Birmingham City Council