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Case Study: The BNY Mellon Boat Races

By Duncan Hewitt on June 22, 2015

BNY Mellon are a global investment company entering their fourth year of their sponsorship of the Oxford and Cambridge Boat Race – formally titled The BNY Mellon Boat Race. For the first time in history The Newton Women’s Boat Race joined the men’s race on the Tideway, on the same day, over the same course. We work with BNY Mellon and Newton delivering a creative social media campaign through @BNYMellonRaces and #BNYMellonBrilliant gaining 10,000 followers on Twitter and 37,000 Likes on Facebook. For the 2015 race we were tasked with a new BNY Mellon campaign in the form of ‘Brilliant’. The BNY Mellon Brilliant campaign showcases the synergies between sport and business at every turn whilst transforming The BNY Mellon Boat Races sponsorship into an all year round activation. Digital Reflow also devised a PR strategy to raise the profile of The BNY Mellon Boat Races and take rowing to the community, which included the Young Sports Reporter of the Year Award and the Design A Boat Race Poster competition attracting entries from across the nation. Working closely with The BNY Mellon Boat Race Ambassador Anna Watkins and the two University Boat Clubs, Digital Reflow have produced and edited a series of video interviews featuring Sir Clive Woodward, Tim Foster, Lord Moynihan, Annie Vernon and the Winklevoss twins. We have generated extensive media coverage in the Mail Online, The Times and The Sunday Times, Sky Sports News, London Evening Standard, The Daily Telegraph, The New York Times and Sports Illustrated.