CASE STUDY
World Gymnastics Championships Liverpool 2022
THE BRIEF
Working with the World Gymnastics Championships Liverpool 2022 and British Gymnastics to raise the profile of the World Championships in the year leading up to the event, to drive ticket sales and footfall to the competition and surrounding fan zones.
Run was also tasked with ongoing support throughout ‘Championships-time’, including the delivery of widespread media coverage, management of ambassadors and delivery at guest hospitality experiences, development of key messaging and support with communications from senior Championship Directors.
Activity
- Delivered extensive media coverage at major milestones, including 1 Year To Go, Medal Design Reveal, Love to Move legacy programme and squad announcements.
- Profiling key announcements in the build-up to competitions working with key sponsors and stakeholders to deliver coverage across industry titles, We also told the story of the Championships beyond the competitive action.
- Creation of a thorough Crisis and Issues protocol - a detailed framework for World Gymnastics Championships Liverpool 2022 when faced with ‘non-Championships time’ crisis.
- Targeted focus on extensive regional media output to drive ticket sales, delivering a regular feature with Liverpool Echo in the build-up (10 x print & online) and consistent drumbeat of coverage across BBC Radio Merseyside, The Guide and Global Radio stations.
628
pieces of coverage
19.3m
TV viewership
11.6m
estimated online views
The Results
- Ticketing target achieved.
- 628 pieces of coverage across TV, radio and print / online.
- 234 different media outlets engaged, including leading national outlets and media coverage across each of the four home nations, and in all 9 of the English regions.
- Laser focus on North West media, with 145 pieces of coverage delivered across broadcast and print / online outlets.
- 19.3m TV viewership.
- 8.8m radio listenership.
- 11.6m estimated online views.
- 593k print circulation.
