Our Work

Case Study: London 2017


Working as part of an integrated marketing team, Run’s brief was to drive ticket sales for the biggest sports event to arrive in the UK since London 2012.


  • 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

1.5 million

Tickets on sale for both events

Over 1 million

Applications for IAAF World Championship tickets


Run 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


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