Crisp Wines, Record Times

Sports Travel and Hospitality

Task

Create and deliver an integrated campaign that engages hospitality buyers and drives sales of hospitality packages for the 2017 IAAF World Athletics Championships in London. Athletics isn’t a typical event choice for this audience, so the campaign needed to persuade them of the potential value of athletics for their corporate hospitality strategy.

The campaign needed to work across various channels, including sales collateral, website, online content, branded events and email marketing.

 

Insight

There is a strong residual emotional connection with the London 2012 Olympics, especially the memory of British athletes on ‘Super Saturday’. Because they’re being held at the same venue, we can use this memory to effectively promote the 2017 IAAF World Championships.

 

Solution

We created a campaign around the theme of ‘Once more in a lifetime’, making the link back to the euphoric London 2012 Olympics.

The campaign was launched at a branded event in London, with British athletics legend Jonathan Edwards as the keynote speaker. Delegates were given a branded sales brochure and small gift. We also produced a short film featuring Edwards which combined the excitement of athletics and the exceptional hospitality on offer.

Other content included 360° photographs of the hospitality suites, blogs that gave helpful hospitality tips and infographics with compelling facts about the world’s top athletes. The content was hosted on the IAAF World Championships website. We drove hospitality buyers to the site through emails which gave teasers of specific pieces of content, with an invitation to see the whole thing on the website. From here, visitors could explore the various hospitality packages and their availability.

Initial response from hospitality buyers to the email and content marketing has been overwhelmingly positive and sales of the packages are well under way.