CASE STUDY
London 2017
THE BRIEF
Working as part of an integrated marketing team, our brief was to drive ticket sales for the biggest sports event to arrive in the UK since London 2012.
Activity
We created an integrated national and regional communications campaign to deliver impactful communications direct to our target audience, and to create a buzz that would drive registration, sell tickets, and recruit volunteers. We promoted the event as one not to be missed, aiming to create a ‘fear of missing out’.
Activity included:
- Creation of significant milestone media events for international, national, and regional media
- Creation of a Media Advisory Group for LOC
- International, national, and regional media relations
- Returning features designed and secured with leading news brands
- Media partnerships designed and negotiated with News, ESI, TMG
- Management of day-to-day press office for corporate and consumer communications
- Development of content for social media channels
- Athlete engagement
- Key narrative and message development
- BBC liaison
- Creative photoshoots
1.5m
Tickets on sale for both events
>1m
Applications for IAAF World Championship tickets
The Results
- Over 1 million tickets sold for the IAAF World Championships and World Para Athletics Championships
- Record attendance achieved for both World Championships
- Both IAAF and IPC World Championships viewed as ‘best ever’ events by media, spectators, athletes, brands, and international federations
- The high point at the London Stadium since the London 2012 Olympic and Paralympic Games
