British Athletics

Live Events, NGB


WePlay and British Athletics collaborate to increase event attendances and revenues from new audiences


Performance Delivered


30
Percent Y-O-Y Increase in ticket sales
42
Percent of Conversions From New Audiences
68
Percent of Ticket Sales Generated by WePlay

Brief


WePlay were appointed by National Governing Body, British Athletics to devise and implement a digital marketing strategy to increase the number of people attending athletics events in the UK, and to maximise on revenue generation from new and existing athletics audiences.

Brief


WePlay were appointed by National Governing Body, British Athletics to devise and implement a digital marketing strategy to increase the number of people attending athletics events in the UK, and to maximise on revenue generation from new and existing athletics audiences.

Our approach


Our strategy utilised a full suite of our services, blending intelligence, creative and performance marketing to reach, engage and convert new audiences to purchase tickets to the events. With so many options for consumers today to spend their time and money on, it is imperative that the creative and the media targeting are aligned, ensuring we deliver the right message to the right person.

Our approach


Our strategy utilised a full suite of our services, blending intelligence, creative and performance marketing to reach, engage and convert new audiences to purchase tickets to the events. With so many options for consumers today to spend their time and money on, it is imperative that the creative and the media targeting are aligned, ensuring we deliver the right message to the right person.

Final Score


By executing a data-driven approach to engage audiences at each stage of the user journey (awareness, consideration and conversion), we were able to achieve increased year-on-year growth. Our campaign used the power of search, social and display advertising to reach new, online audiences and drive 30% more attendees year-on-year. With a strong creative re-brand, the campaign artwork was used in digital assets as well as on stadium screens, programme covers and live event elements, which connected the online and offline experience seamlessly.

Final Score


By executing a data-driven approach to engage audiences at each stage of the user journey (awareness, consideration and conversion), we were able to achieve increased year-on-year growth. Our campaign used the power of search, social and display advertising to reach new, online audiences and drive 30% more attendees year-on-year. With a strong creative re-brand, the campaign artwork was used in digital assets as well as on stadium screens, programme covers and live event elements, which connected the online and offline experience seamlessly.

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