As we are now fast approaching the start of the Commonwealth Games, we’re keen to ensure that you have the latest and most up-to-date information possible to ensure that you can prepare your digital marketing. Alongside this, we are going to distribute some approved window stickers in the coming week.
As you would have seen in our previous post – there are strict criteria about use of Commonwealth Games related branding – but organisers do want to encourage involvement.
Accordingly, organisers of the Games have created a set of brand guidelines, images and wording that you can use within your marketing. The guidelines are pretty daunting so we would suggest sticking with the images and wording provided! (please). The guidelines illustrate how to use images and wording for mutual benefit from now until Games time and beyond.
To download the full guidelines click here: https://resources.cwg-qbr.pulselive.com/qbr-commonwealth-games/document/2022/07/01/d89cf64f-2e98-4df6-9c35-b217579e21d1/Birmingahm-2022-Games-Hospitality-Retail-Badge-Guidelines_July-2022.pdf
Games Assets
The Organisers of the Games have designed two Games assets which can be used by retail and hospitality businesses across your platforms to suit your business to Celebrate and Welcome people to our region. This includes:
- Celebrate the Games
- Welcome the Commonwealth
Images To Use (with Approved Copy Below only)
For your ease, we have attached some images of different sizes, for your social media platforms. This includes:
- Facebook Post (Rectangle – Landscape) x 2 (Celebrate & Welcome)
- Instagram Post (Square) x 2 (Celebrate & Welcome)
- Facebook & Instagram Story (Portrait Rectangle) x 2 (Celebrate & Welcome)
These assets and others, are also available to download AND need to be used alongside their guidelines – as detailed below.
To download the attached images in different sizes, click here: https://www.birmingham2022.com/getset/local-businesses/celebrate
Please note…
Only one permitted Games asset should be used per application so that it is never overexposed or dominating a platform. One visual of the Celebrate 2022 or Welcome 2022 Badge is enough to proudly show your visitors that you are welcoming the Games.
Referencing The Games & Example Copy to Help!
- The following captions have been approved for use by tourism businesses so that they can express their support for the Games: “Celebrating / Welcoming the Games in 2022” Reference.
- The following strapline has been designed to incorporate company names: “[Company Name] celebrates / welcomes the Games in 2022.”
- The following 25/50/100 words have been designed for tourism businesses to adopt in all communications.
- This approved text for the Games has been specifically designed for the hospitality and retail sectors but must not be used alongside promotional messaging. Factual information about the business in relation to the Games is acceptable and can be used in this context, but promoting a meal deal or price points in relation to the Games is not. Further examples are provided below to clearly illustrate this.
Celebrate The Games (Here are a few examples for available in 25, 50 or 100 words). These can be cut and pasted.
25 Words
[Company Name] Celebrates the Games 28 July to 8 August 2022, will see Birmingham and the West Midlands showcased on the global stage. Find out more at Birmingham2022.com
50 Words
[Company Name] Celebrates the Games 28 July to 8 August 2022, is a once-in-a-lifetime opportunity to showcase Birmingham and the West Midlands on the global stage as the largest sporting and cultural event in a decade comes to Birmingham. [Company Name] is a proud to celebrate the Games. Find out more at Birmingham2022.com
100 Words (e.g. for Facebook or Instagram)
[Company Name] Celebrates the Games 28 July to 8 August 2022 will see a unique festival of top-class sport and inspirational culture, hosted across Birmingham and the West Midlands. This once-in-a-lifetime opportunity will place the city, the region and its people on a global stage as world class athletes compete in 19 sports. It’s the largest sporting event in a decade and a chance to be part of something unforgettable. Birmingham is ready and [Company Name] is a proud to celebrate the Games. Find out more at Birmingham2022.com [Factual information about the company]
Welcome The Commonwealth (Here are a few examples for available in 25, 50 or 100 words)
25 Words
[Company Name] Welcomes the Commonwealth 28 July to 8 August 2022, will see Birmingham and the West Midlands showcased on the global stage. Find out more at Birmingham2022.com
50 Words
[Company Name] Welcomes the Commonwealth 28 July to 8 August 2022, is a once-in-a-lifetime opportunity to showcase Birmingham and the West Midlands on the global stage as the largest sporting and cultural event in a decade comes to Birmingham. [Company Name] is a proud to welcome the Commonwealth. Find out more at Birmingham2022.com
100 Words
[Company Name] Welcomes the Commonwealth 28 July to 8 August 2022 will see a unique festival of top-class sport and inspirational culture, hosted across Birmingham and the West Midlands. This once-in-a-lifetime opportunity will place the city, the region and its people on a global stage as world class athletes compete in 19 sports. It’s the largest sporting event in a decade and a chance to be part of something unforgettable. Birmingham is ready and [Company Name] is a proud to welcome the Commonwealth. Find out more at Birmingham2022.com [Factual information about the company]
Here’s an example of what not to say compared to what you can say…
Do’s
- Include the obligatory signpost to the Birmingham 2022 website Birmingham2022.com which must accompany any Games reference (as above).
- Include factual information about your company after this approved text.
- Shout loud about the Games – use the Celebrate 2022 Badge on your web homepage.
Don’t
- Incorporate or include any promotional text next to the Games approved text
- Create / use a designation or caption that is not listed here (above)
- Refer to the trademarked Games title – “Birmingham 2022” or “Commonwealth Games” (expect if mentioning the website address as per the example above).
Please look at these examples carefully. You will see the correct example does not promote the business a location for the games, and does use the correct copy as above (click on image to zoom in).
Social Media Guidelines
The principles outlined below must be applied to any Games reference on social media channels. Although promoting your business in relation to the Games is prohibited, they encourage participation and sharing of content and posts.
Some more do’s and don’ts:
- Do not associate: do not include any promotional messaging alongside any reference to the Games.
- Do not use any Protected Games Property: do not post any logos, text or other marks that would infringe upon the intellectual property/rights of Birmingham 2022 (see pages 21 – 24 for more information).
- Use approved text: “[Company name] is a Games Celebrator! Birmingham2022.com”.
- Be judicious – do not post confidential information: do not post or discuss confidential information about Birmingham 2022 or any of its partners.
- Use links and references: when creating content, be sure to include useful links and reference material. If you are linking to the Birmingham 2022 website please use this link: birmingham2022.com.
- On Twitter, use the Birmingham 2022 hashtag: when creating a tweet that is referencing anything to do with Birmingham 2022 please use the appropriate hashtag, #B2022.
For more information or advice about using their brand identity, please contact: Marketing Department of Birmingham 2022 Commonwealth Games Email: Marketing@Birmingham2022.com.
Hope this helps and please get in touch if you’re not sure about any of the points raised here. We are happy to have a chat with you if unsure.
Best Wishes,
Alison, Steph and Gary