Brand-tastic! Invictus Games is “game on” for competition Down Under

The annual international sporting event is “unconquered” at transforming the lives of participants and spectators alike

Welcome to series two of Brand-tastic!

In the first series, I interviewed members of the C-Suite (CEOs, CMOs, etc.) at three of the world’s most innovative companies in 2017 (according to Forbes) – namely, Coca-Cola, PANDORA and Visa.

This time around, it’s the turn of the non-profits. Over the course of this three-part series, I’ve been interviewing C-Suite members from global “feel good” brands. On first mention, these charities may not necessarily make us feel good (oftentimes, quite the contrary), but our contribution to their causes – in whatever form it takes – almost always does.

Last week, in part two of the series, I interviewed Blair Palmer, Partnership Specialist at the United Nations Children’s Fund (UNICEF) Office of Innovation.

This week, in the final instalment of the series, I reached out to Tim Hodgson, Chief Commercial and Marketing Officer at the Invictus Games Sydney 2018, which is a week-long international sporting event founded by Prince Harry for wounded, ill and injured service personnel – both currently serving and veterans. The Games are owned by the Invictus Games Foundation.

In our extended interview (which has been lightly edited), Hodgson talks about the power of the Invictus Games to transform lives, the organisers’ plans to ensure that the Games leave a lasting legacy and the extensive preparations being made for Prince Harry’s fiancée, Meghan Markle, to accompany the Prince to the Games.

Prince Harry, founder and patron of the Invictus Games. Credit: INVICTUS GAMES FOUNDATION

What is the remit of your role as the Chief Commercial and Marketing Officer and how does it influence the general direction of the Invictus Games brand?

I head up all commercial activity, raising the funds required to deliver the Invictus Games. However, it’s much more than that. We’re working our way towards an incredible group of stakeholders who are aligned in purpose, helping us to deliver the Invictus Games and setting up initiatives that will endure beyond the Games to impact the lives of many people.

I also head up all marketing activity, ensuring that as many Australians (and people across the world) are inspired by the stories of our competitors and moved enough to change something in their own lives.

Both are linked. As a small organisation trying to achieve big things, our commercial partners and stakeholders are vital for us to help share the message to their significant audiences – staff, clients, customers, stakeholders, etc. The group we’re building can already reach a vast majority of the country and are fully engaged to help us do so, which is a great credit to their passion for the Invictus Games and the causes we’re driving.

The motto of the Invictus Games is, “I Am.” What does this represent?

From the INVICTUS poem by William Ernest Henley:

Out of the night that covers me,

Black as the pit from pole to pole,

I thank whatever gods may be

For my unconquerable soul.

In the fell clutch of circumstance

I have not winced nor cried aloud.

Under the bludgeonings of chance

My head is bloody, but unbowed.

Beyond this place of wrath and tears

Looms but the Horror of the shade,

And yet the menace of the years

Finds, and shall find me, unafraid.

It matters not how strait the gate,

How charged with punishments the scroll,

I am the master of my fate:

I am the captain of my soul.

The last two lines – “I AM the master of my fate, I AM the captain of my soul” – embody the strength of the human spirit to fight back against adversity and take charge of your life – whatever it may throw at you. It’s a great alignment with the resilience and strength shown by our wounded, injured and ill competitors.

Credit: INVICTUS GAMES FOUNDATION

Four-time Formula One world champion, Lewis Hamilton, was appointed the ambassador for the first ever Invictus Games, which was awarded to London, England, in 2014. The last ambassador – for the Invictus Games Toronto 2017 – was the actor/comedian, Mike Myers. Describe the process of shortlisting and selecting an Invictus Games ambassador.

Ambassadors, like all stakeholders, need to align in purpose, be linked to the cause and have a passion to integrate with the Invictus Games to help change lives through the spotlight we can shine here in Australia.

Some may have military connections, some may have a connection with mental health awareness, some may be sportsmen or women, some may have overcome their own adversity in an inspiring way. But they’re all hugely supportive in helping us reach a larger and broader audience via their involvement in the Invictus Games.

A poll commissioned by the Invictus Games Toronto 2017 revealed a number of positive findings – mainly that, following the Games, Canadians had a better understanding and appreciation of the challenges facing ex-service personnel. Of all the published statistics, which one particularly caught your attention and why?

Toronto certainly pushed the Invictus Games to a new level. Engagement levels were incredibly high in the city and awareness was strong throughout the country. More nations viewed the Games on TV all around the world. Education programmes were instigated in schools. Tours of the nation preceding the Invictus Games ignited community support.

Without singling out any particular statistic, it’s this broad awareness and engagement that sets a great foundation – and benchmark – for us to emulate, build on and drive forward for future iterations of the Invictus Games.

In November 2016, Prince Harry announced that the fourth Invictus Games would be held in Sydney, Australia. In which respects will the Invictus Games Sydney 2018 be fundamentally the same as previous Games and in which ways will it differ?

We’re confident we can build and evolve the Invictus Games. In many ways, the week itself – starting on 20 October 2018 – will look and feel similar to previous Games.

The sports are similar with the inclusion of sailing on the Sydney Harbour. The number of competitors is similar and the friends and family that they will bring is as central to our Games as was previously the case. Of course, we’ll have an “Aussie” feel to our Games, which I think everyone will enjoy.

A core area for me to build and focus on is ensuring we drive real change in people’s lives and that we inspire our stakeholders to build initiatives that will endure beyond the Games. To do this, we need a powerful family of stakeholders – fully engaged and active from now to the Games and well beyond. 

Credit: INVICTUS GAMES FOUNDATION

The Invictus Games hold a special place in the heart of Prince Harry and his soon-to-be-wife, Meghan Markle – former actress from the hit U.S. TV drama, Suits. The Royal couple made their first public appearance together at last year’s Games in Toronto. Prince Harry is committed to attending the Invictus Games Sydney 2018 and he is likely to do so with Markle, which will undoubtedly raise the profile of the Games further still. What accommodation is being made to cater for the eventuality of significantly higher demand for the event?

Prince Harry’s movements aren’t under our control, but we certainly plan for his ongoing active involvement based on previous Invictus Games. He’s a wonderful patron and has already visited Sydney to help us launch our Invictus Games in June 2017.

Prince Harry is passionate about the Invictus Games, which he founded, and he’s also passionate about ensuring that the experience for the competitors and families is as impactful as possible. Our media operations plan will cater for all eventualities.

Prince Harry and Meghan Markle. Credit: MARK JONES

In 2014, the inaugural Invictus Games were held in London. According to one British tabloid newspaper, the fifth and final Games will be held in London in 2020 – bringing the competition full circle. This is reportedly due to the lack of armed conflicts and consequently fewer injured ex-service personnel coming through as competitors at the Games. Is there any truth to this report?

The Invictus Games Foundation is actively discussing the future plans for the Invictus Games, so it’s not something I’m in a position to comment on.

What unique challenges do the Invictus Games face and how does the brand overcome them?

There are many challenges to pull off in such an event, especially one with such a huge profile and the potential to impact so many lives. We feel a real responsibility to make the most of an amazing opportunity.

If I were to boil down the many challenges to one – it’s managing our lofty ambitions and expectations of ourselves as an organising committee with the time and resources that are available to us. Again, I point to our amazing stakeholders who will enable us to achieve so much more than we could on our own.

Assume there is a potential competitor, volunteer, spectator, family member or friend out there who is undecided about supporting the Invictus Games. What advice would you give to each of them?

Get involved in whatever way you can. It will open your eyes and mind, refresh your perspective on life, introduce you to inspirational people, reframe how you think about others in your community and, quite possibly, change your life.

Bring your children. It will be the best education they receive this year (speaking from experience of having taken my eldest two children to the Invictus Games Toronto 2017 for a few days). Involve your friends and talk about it with them – they’re always positive conversations.

Invictus Games Toronto 2017. Credit: INVICTUS GAMES FOUNDATION

What would you like the legacy of the Invictus Games to be?

We have four defined areas that we would like to drive an enduring impact:

1. Adaptive Sport – we would like more people experiencing the healing power of sport through adaptive sports programmes that already exist with many of our sporting partners.

2. Health and well-being – we would like to shine a light on well-being programmes being driven by our partners, such as Medibank and Beyond Blue.

3. Education – we would like to educate the country – young and old – on the sacrifice of service, the challenges of mental illness and physical disability and the power of sport to support rehabilitation.

4. Veterans’ employment – we would like to raise the level of awareness of key veterans’ employment initiatives and drive opportunities for veterans in employment to support their transition into civilian life.

Additionally, the underlying message to everyone and anyone – young and old – is to lead an active, healthy and connected lifestyle and to take inspiration from the Invictus Games competitors when it comes to coping with adversity.

Game on, Down Under!

Invictus Games Toronto 2017. Credit: INVICTUS GAMES FOUNDATION

Invictus Games Foundation’s top tip: Outline your charity’s benefits (for beneficiaries and donors)

It’s commonplace for charities to emphasise how their causes benefit from donors’ contributions, which is all well and good.

But for a charity to really stand out, it’s important to present the mutual benefits of giving – that is, to map out the benefits that flow not just to the charity’s beneficiaries, but also to the donors themselves.

In the case of the Invictus Foundation, donors can benefit from supporting participants in the Invictus Games by, for example, taking inspiration from the athletes to make key changes in their own lives, such as taking up regular exercise, practising good nutrition, becoming more community-minded and so on. The Foundation does an excellent job of flagging up and promoting these benefits.

Five facts about...Invictus Games Foundation

1.     Founder(s)/founded: Prince Henry of Wales KCVO (familiarly known as Prince Harry) in 2013.

2.     Headquarters: London, England, UK.

3.     Volunteers: Circa 1,500+ (for the Invictus Games Toronto 2017).

4.     Fascinating fact #1: The 2017 Invictus Games (in Toronto) generated an estimated two billion broadcast, print and social media impressions worldwide – highlighting the competitors, their journeys and their family members and friends who support them. People from 111 nations tuned-in to watch the Games on television, raising awareness of post-traumatic stress injury (PTSI) by 71 per cent.

5.     Fascinating fact #2: Queen Elizabeth II and former U.S. President, Barack Obama, contributed to the production of a promotional video for the 2016 Invictus Games, which was held in Orlando, Florida.

Invictus Games participants are unconquered in the sporting stakes

The word ‘Invictus’ comes from Latin – a dead language – but its spirit is very much alive.

The English translation of invictus is “unconquered.” It captures the essence of the fighting spirit that burns within military service personnel who are wounded, ill or injured and is a testament to what they can achieve despite having suffered serious (and sometimes life-threatening) injuries.

Inspired by the Warrior Games, Prince Harry’s Invictus Games draws upon the universal power of sport to “inspire recovery, support rehabilitation and generate a wider understanding of [and respect for] those who serve their country.” In terms of achieving these three broad objectives, the Invictus Games remains unafraid, unbowed, unconquered. 

The Invictus Games Sydney 2018 starts on 20 October and runs through 27 October. For more information, click here.

Thanks for reading Brand-tastic! I hope you enjoyed this three-part series. While you’re here, why not check out some of my other series?

• Branding Bosses (series 1): World’s Most Valuable Brands (according to Forbes)
• Branding Bosses (series 2): Iconic Brands
• The Founder
• Brand-tastic! (series 1)