Peter Barnes

WORK HISTORY

EDUCATION

SKILLS

ABOUT PETER BARNES

A creative marketing manager with 12 years experience in brand, marketing and communications. During my time at the Football Association of Wales I focused on re-positioning Welsh Football, aligning it with fan values, embedding it in wider welsh culture, alongside music, art, language, geography, history, fashion.The Together Stronger campaign, launched in 2013, still resonates today and has become a permanent rallying cry for fans and players, a thread that binds the multi-faceted, diverse Welsh football community together.As well as visual identities for the Association, I delivered campaigns for ts national teams, domestic leagues, and grassroots football.I brought some weird and wonderful activations to life, including the 5 x giant bucket hat installations, positioned at strategic locations across Wales during the 2022 World Cup. Ensuring fans and broadcasters back home in Wales, who couldn\'t travel to Qatar, had focal points to congregate, celebrate and broadcast Wales\' participation. In 2021 as the UK came out of Covid lock down, during the Euro Championships in Baku, I managed the design, creation and installation of 30 \"stone\" monoliths, positioned at historic sites across Wales in partnership with Cadw. Each monolith representing a player participating in the tournament. Fans could \"collect\" each player monolith by scanning a QR code at the base. We had fans and tourists who travelled Wales and collected all 30. Again, an opportunity for us to engage with people back home, while representing Wales on the world stage.In 2015 I was asked by UEFA to help develop the UEFA Grow guide to National Association brand development.As Marketing and Comms Manager for the 2017 UEFA Champions League Final and Women’s Champions League Final I broke multiple attendance targets, not just for the matches themselves (we more than doubled the expected attendance for the Women’s final) but also for the other associated events, including the three-day Champions Festival in Cardiff Bay, the Champions Gallery at the Wales Millennium Centre and the Trophy Tour of Wales which saw the iconic UEFA trophies taken to 25 iconic locations across the country.As Media and Marketing Manager during Wales’ iconic Euro 2016 campaign, I not only managed the media operations of the team, but also how Wales used the Euros as a platform to engage with new audiences home in Wales and globally.