After a successful indoor season our challenge was to create visual identities for the three events that make up the outdoor season, each with their own personality.
The British Championships is a three-day event that showcases the best that Britain offers.
The Birmingham Diamond League is a prestigious event attracting the best athletes in the world for a one-day event.
Finally, the Müller Anniversary Games, held at the Olympic Stadium in London is the UK"s showpiece event of the athletics calendar and would act as a send-off before the Rio Olympic Games.
“The Diamond League outdoor season is always a fantastic part of the athletics calendar to be involved in and 2016’s meet ups were no exception. The season was made extra special by the fact that it was building up to the Rio Games. Our focus for Birmingham Diamond League was to represent explosive action and the holding graphic of the blue powder burst was an effective method of doing that whilst tying it back to the Glasgow Indoor Grand Prix.
Given that the Anniversary Games is the only athletics event held at the Olympic Stadium, the opportunity to sell the exclusivity feeling was available. Our goal was to make sure the stadium stood out on the creative so we could attract audiences who were seeking that Olympics feeling again, or new audiences who had never been to the Olympic stadium before, to see fantastic track and field events.
Our tasks were made all the easier by having great home talent to work with throughout the whole season in bespoke photography sessions along with star attractions in Usain Bolt, Mo Farah and Jess Ennis-Hill for the Muller Anniversary Games. ”
Creative work was applied across a wide variety of channels in the lead up to all event weekends. On the outdoor media side, Birmingham and London were given city dressings and artwork could be seen at major train and tube stations, on the sides of buses and on billboards, digital displays, flags and poster sites.
This was coupled with print and digital media advertising, including newspaper adverts, display adverts, website takeovers and social advertising.
During the Muller Anniversary Games, we incorporated Snapchat geo filters with Usain Bolt to add excitement for the audiences.
Selling over 100,000 tickets across the whole 2015-16 season, the creative work proved to be on point as feedback and research found that the main reason for attending was to see the best athletes competing against each other.
Audience breakdowns showed a 60-40 male-female split, and ticket purchasers also attended with partners and children, thus meaning the objective of making athletics as a family friendly sport and encouraging interest at a young age was met.
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