British Athletics

WePlay and British Athletics collaborate to increase attendance and awareness across event portfolio.

British Athletics

WePlay and British Athletics collaborate to increase attendance and awareness across event portfolio.

WePlay provides British Athletics, a full-service growth marketing offering aimed at driving sales to their outdoor athletics events, including the flagship Müller Anniversary Games.

After the initial project success, WePlay was retained to creatively rebrand and reinvigorate the full portfolio of British Athletics indoor and outdoor events.

Our partnership commenced with an objective to increase attendance at the Müller Anniversary Games and to ensure spend efficiencies across an allocated media budget. WePlay blended art (creative) and science (consultancy) to execute a blueprint to reach, engage and convert relevant audiences.

Utilising a targeted, reactive prospecting campaign, we ran a data-driven approach to build comprehensive custom audiences for each stage of the user journey (awareness, consideration and conversion).

Following the games and into the lead up to Tokyo Olympics, we conducted a diligent scoping and analysis phase across the athletics and sporting creative landscape. This was followed by the development of a brand refresh for British Athletics, with a new overarching season key visual that was adapted across their portfolio of events. This new creative highlighted British Athletics’ culture and range of disciplines, as well as visually referencing the 2020 Tokyo Olympics.

Our campaigns used the power of digital marketing to reach new, online audiences and drive incremental audience growth year-on-year to the Müller Anniversary Games.

With a strong creative rebrand, the campaign artwork was used in digital assets as well as being developed for websites, stadium screens, programme covers and live event elements to bring creative all the way through the user journey, achieving outstanding results:

30%

Year-on-year increase in ticket sales

57%

Increase in CTR year-on-year

42%

Of conversions from direct prospecting

51%

Increase in CPC year-on-year