CASE STUDY
British Gymnastics
THE BRIEF
We were tasked with driving audiences to a new Gymnastics World Cup event taking place at The Arena, Birmingham. As proven experts in mobilising target audiences and driving tickets sales for sporting events, we were asked to design a creative social and public relations activity that integrated with event marketing activity.
The brief also included onsite media operations management of the two-day competition, and a stakeholder engagement programme.
Activity
We designed an integrated national and regional public relations plan alongside paid-for, creative social media content designed to engage families and ‘major-eventers’ living within circa 90 minutes of the venue.
The multi-channel activity sought to raise the profile of gymnastics and its up-and-coming athletes to build the sport’s following. Birmingham was successfully positioned as a hotbed of British gymnastics talent, which was key in mobilising the right audiences.
During the event, our team managed onsite media operations and leveraged its connections with regional sporting stakeholders to successfully meet British Gymnastics’ corporate objectives for the event.
The Results
- Exceeded client ticket sales target by 20%
- Secured 64 pieces of coverage in major national and regional media
- Social media content engaged over 87,000 followers and secured 7,000 click-throughs to the ticketing webpage
- Stakeholder engagement secured VIK outdoor digital advertising space worth £20,000 and the return of the event to the city in 2019
