Henley Royal Regatta sees hundreds of athletes and spectators from across the world head to the iconic town in the first week of every July. Competing on the waters of the River Thames since 1839, the prestigious regatta is one of the most famous global events in rowing. It offers the unique challenge of head-to-head racing and attracts world-class competitors from school teams to Olympic gold medalists.
In 2015, the Henley Royal Regatta PR team, led by Caroline Searle, engaged Sine Qua Non to provide social media outreach in the build-up to and during the event. In a watershed year in which each and every race at the Regatta would be broadcast on a live YouTube stream, the event was keen to engage with its global audience, raising anticipation ahead of the racing and delivering rich multimedia content across a range of platforms throughout the competition.
SQN provided support in a number of areas including social media strategy, content development and full-time event support during the regatta. A series of pre-event videos were produced to support the drive for awareness and interest across a range of social media platforms including YouTube, Facebook, Twitter and Instagram. Onsite throughout regatta week, SQN-generated content further bolstered the event’s channels and was used in the BBC’s supporting television coverage.
This integrated strategy focused on linking the channels without duplicating content so that each added an extra dimension to the coverage and brought the event to life for those viewing both onsite and remotely. By the end of the regatta, this approach delivered against all KPIs and helped usher in a new era of global engagement for the unique event.