Broadsword Communications | Queen's Baton Relay 2014 - Broadsword Communications

Queen’s Baton Relay 2014


April 15, 2014

Broadsword Communications was engaged by long-time client, the BVI Olympic Committee (BVIOC) to coordinate and manage all aspects of the BVI tour of the Glasgow 2014 Queen’s Baton Relay (QBR).

The QBR is the precursor to the Commonwealth Games, which takes place every four years. April 2014 was the third time the QBR came to the BVI and Broadsword orchestrated the visit on each occasion. The incremental level of public engagement underscores the progressive success in the planning and execution of each event.

 Event Management

Broadsword was responsible for the conceptualization, development, execution, and management of the agenda and two-day program of activities. Responsibilities included the logistical planning and management of the QBR’s tour of the territory.

Broadsword initiated a series of meetings that would solidify a partnership between the BVIOC and key stake holders to include the Office of the Governor, Office of the Premier, Ministry of Education Culture and Sports, Royal Virgin Islands Police Force, Department of Culture, Department of Youth Affairs and Sports, and the BVI Tourist Board.  Broadsword guided the Steering Committee comprising a representative of each key stakeholder in the six-month, planning and rollout campaign.

As the lead coordinator, Broadsword handled communications with event partners, government departments, third party service providers, sponsors and supporters. Broadsword was the main reference point for the QBR International travelling crew during the event.

Sponsorship Management

Broadsword successfully solicited sponsorship and support in cash and kind from the public and private sector and ensured that deliverables were executed in accordance with each level of sponsorship.

 Event Promotion & Publicity

Broadsword undertook the creation, rollout and management of the public relations and publicity campaign as set out in the QBR handbook.

Community Outreach

Public engagement was a key element in securing community participation and began in October 2013 with a free, public interactive exhibition and continued with presentations to national federations, social clubs and schools.  Electronic marketing was used in corporate outreach.

Social Media

Broadsword harnessed social media networks such as Twitter, Facebook, and Instagram to generate excitement. This included developing a Facebook competition that was administered by the BVIOC, inviting entry to win a mini Glasgow 2014 mascot.

Media Outreach

Broadsword handled local media coordination including organizing press conferences, press release creation and distribution. We worked closely with broadcast media in event promotion both prior and during the event including arranging interviews on relevant chat shows, and creating announcements and advertisements.


 The territory-wide campaign resulted in a high turn out at the official opening ceremony and participation in the relays throughout the community in Tortola, Jost Van Dyke, and Virgin Gorda.