Lighting their Legacy

PLMR successfully delivered a high-impact media campaign for the Commonwealth War Graves Commission (CWGC) to commemorate the 80th anniversary of D-Day. With just three months to increase brand awareness and engage younger audiences, we devised a creative strategy focused on the Torch Roadshow, spanning 20 locations before culminating in France.

Amid a crowded news cycle due to the 2024 general election, PLMR leveraged original public polling, and developed an interactive digital map with over 8,000 users to secure widespread interest in our campaign. Our strategic media outreach led to widespread national and international coverage, including BBC’s The One Show, The Daily Express, Good Morning Britain, Sky News, and The Times. Despite financial constraints, PLMR secured celebrity supporters, including Prime Minister Rishi Sunak, Lewis Moody, Dame Kelly Holmes, Rory Stewart, and Stephen Fry. Our team managed an international media tent in Bayeux, coordinated major broadcast opportunities, and provided on-the-ground support at key events. The campaign exceeded all targets, reaching 13 million young people online and increasing CWGC’s Share of Voice from 6% to 25%, cementing its role as a leader in commemoration and ensuring the legacy of D-Day lives on for future generations.