The Birmingham 2022 Commonwealth Games brought so much excitement to our region that, to be honest, it’s hard to describe the mood in the lead up to the Games. As Official Promotional Events Service Provider, we played a big role in creating that electric atmosphere, including at the big One Year To Go celebrations in Birmingham’s Centenary Square. This is how we did it.
Working closely with the National Governing Bodies of the Commonwealth Games, local sports clubs and Team England athletes, we found new ways to get people excited about the Games coming to their hometown. For us, building that enthusiasm was all about interaction. We set up multiple activations and gave people the chance to have a go at so many of the sports that would captivate the nation in the summer of 2022.
To get even more attention on those sports, and educate visitors, we filmed live session with BBC sports presenter Amber Sandhu and broadcast to large installed screens. Centenary Square was awash with colour and the brand of the Games. Visitors were given the opportunity to get their hands on Birmingham 2022 merchandise and pose with mascot Perry for a photo – something the children couldn’t get enough of on the day.
All this took place just as Covid-19 restrictions began to life, so alongside all the usual organisation of a large public event, our team had to navigate changing health measures. They took it all in their stride and ensured everyone at the event felt safe.
We took health and safety one step further, working with not only our external H&S advisor, but also with Birmingham City Council, the Commonwealth Games H&S team and the Birmingham emergency services team. This included the specialist terrorist team to ensure that a carefully planned event safety plan was devised, implemented and carefully communicated on the day.
Feedback has been nothing short of incredible. We welcome upwards of 5,000 people into Centenary Square on the day and since then, we’ve received press coverage across a variety of platforms and publications including the BBC and ITV. Enthusiasm for the Games soared, and our countdown to the next big CWG event began!