Selling hospitality packages for an unfamiliar sporting event can be difficult. But not if you can create a winning strategy. This is exactly what we did for IAAF, tapping into the extraordinary memories of London 2012 to make the London 2017 World Athletics Championships an irresistible proposition. Calling to mind the stunning victories of athletes such as Bolt and Farah, ‘Once More in a Lifetime’ helped make London 2017 the best attended IAAF World Championships ever.

Our strategy was gloriously simple – to use the memories of London 2012 to create an irresistible proposition.

“Always calm, clear and utterly brilliant.”

Lily Atherton
Senior Marketing Executive, IAAF World Championships Hospitality