Sport has a rare quality. It cuts across age, background and postcode. When Islanders see one of their own competing on a global stage, they want to follow every heat, every lift and every end. For a media owner, that shared pride is a powerful thing. For a brand, it is an opportunity to be part of a moment the whole Island is talking about.
More than medals
The headlines were remarkable. Filip Nowacki ended Jersey's 36-year wait for a Commonwealth Games medal with silver in the 100m breaststroke. The next day, he took gold in the 200m breaststroke, Jersey's first ever gold in the pool.
But we knew the story was bigger than the podium. The Island's 100m record fell. Athletes set season and personal bests across the programme. The team spanned generations and disciplines, from bowls to weightlifting. Every one of those athletes had a family, a club and a community behind them, and every one deserved to be seen.
So we set out to tell all of their stories, not just the ones with medals attached.
A newsroom on the ground
We sent two journalists and a photographer to Glasgow. Being there in person meant we could capture what a results feed never can: the nerves before a final, the reaction at the finish, the Jersey flags in the stands.
That team produced a steady stream of original reporting, photography and video throughout the Games. Nothing was written once and left alone.
One story, every channel
Each piece of content was shaped for the way different Islanders choose to consume news:
- Social video for short, shareable reels of the key moments
- Websites and app for live updates, results and in-depth reports across the Jersey Evening Post and Bailiwick Express
- Print for considered coverage and photography that readers keep and share at home
- Email for a daily round-up delivered straight to inboxes
The result was a single, joined-up campaign that met every audience where it already was. A grandparent reading the paper and a teenager scrolling reels were following the same team, told the same story, on the platform that suited them.
What this means for brands
In a community of around 104,500 people, 326,000 views means real saturation. Most Islanders did not just see the coverage once. They came back to it again and again, across different channels.
That is the value of a multi-channel media partner. We can take a single moment of Island-wide interest and extend it across print, digital, social and email, with the reporting strength to fill every one of those channels with quality content.
Whether you want to align your brand with local sporting success or tell your own story to the whole Island, we can help you reach everyone.
Talk to our team about sponsorship and content partnership opportunities.
