O2 Rugby Almost as iconic as that Johnny Wilkinson kick, the Rugby World Cup Victory Parade captured the imagination of the nation. It was also a major branding and publicity opportunity – with 750,000 fans on the streets of London and many millions watching on TV. Several months in planning - with a number of options dependent on the level of England success - JCPR co-ordinated this mammoth operational task across multiple stakeholder groups, including Downing Street, Buckingham Palace, sponsors Nike, our client O2 and the Metropolitan Police. The AVE for this project alone ran well into seven figures. The Victory Parade was in many ways the culmination of the wider O2 Rugby programme, conceived and delivered by JCPR. This included a number of grassroots initiatives, of which the O2 Rugby Masterclass and Scrum In The Park were probably the most memorable and impactful. Danone Nations Cup By launching Danone Nations Cup, JCPR boosted the dairy giant's global prominence with parents as well capturing the imaginations of thousands of kids. JCPR set up football trials across the UK's major cities, giving kids aged 10-12 the chance to compete on an international scale with 31 other countries, have fun, and choose Danone. Strategic media coverage with, among others, Sky Sports and BBC's Newsround, a clutch of specially built commercial alliances with companies and brands such as Umbro, Novotel and AllSports and celebrity endorsements with football heroes Ashley Cole and Zinedine Zidane, were also the work of JCPR. Foster's F1 Sponsorship Jay Kay met Denise van Outen and their celebrity love affair blossomed after a JCPR shoot and media event at Silverstone for Foster's. Not many people know this. Nor is it common knowledge that the fabled Foster's Pit Girls were a JCPR creation - as were the Faces of Foster's that ran for a number of years to support Foster's global sponsorship of Formula 1. With a brief to bring a touch of No Worries attitude to the glamorous world of Motorsports, JCPR consistently delivered annual media coverage valued at over £1 million for the five years' duration of this campaign.