Charting a clear course into Royal history

Charting a clear course into Royal history

As the centrepiece to HM The Queen’s Diamond Jubilee celebrations, the Thames Pageant delivered the biggest parade of boats ever assembled in recorded history.

Shortly after we launched, Pagefield was honoured to be appointed as the first external agency to deliver communications for a Royal event. We provided campaign support for the Thames Diamond Jubilee Pageant between Nov 2010 and June 2012. In addition to our participation in the Steering Group shaping the concept, providing strategic counsel and co-ordinating all aspects of the Pageant, our role was to develop and deliver a comprehensive PR and media handling strategy for the Thames Diamond Jubilee River Pageant.

The team was led by Sir Michael Lockett (a senior adviser to Pagefield) and Mark Gallagher. Our objective was to ensure widespread positive awareness of the Thames Diamond Jubilee Pageant through public relations alone, galvanising UK and international support.

From stakeholder briefings, to liaison with several thousand journalists; from generating a stream of positive, newsworthy stories over 18 months of preparation to handling crises and logistical issues; from social media to print to broadcast – our team was responsible for every aspect of the external communications of this flagship national event. And as integral members of the organising Committee, we were responsible for co-ordination and co-operation with the widest conceivable range of London stakeholders from the Mayor’s Office to the Palace of Westminster; from TfL to the Port of London Authority and from the Metropolitan Police to the Ambulance Service.

It was a significant media event with a cast of thousands and a global audience of hundreds of millions. Pagefield achieved over 3,000 pieces of national and international coverage on the Thames Diamond Jubilee Pageant. Over 1.2 million people watched the event live on the banks of the Thames and the global TV audience was estimated at more than 2 billion.