Challenge
How do you position street dance as an Olympic sport ahead of Breaking’s first inclusion in the Paris 2024 Games?
GTA was appointed to market the European Breaking Championships just eight weeks before the event after Manchester was awarded the event at short notice.
This was the UK’s first major international breaking competition and an olympic qualifier.
Our brief was to fill the venue, introducing new audiences to this exhilarating new sport whilst staying true to Breaking’s unique culture.
Event Marketing: Driving ticket sales and awareness
How GTA supported
Storytelling and content focused on the athleticism of the b-boys and B-girls, and their acrobatic moves, and introduced the dancers to a brand new audience to garner support for them on their way to Paris.
Identifying and utilising athletes as ambassadors (many not used to media work) to create media moments resulting in profile national coverage
Pre-championships ‘popup’ performance in Central Manchester to launch the championships
Brokering a ticketing partner and devising a strategy to deliver on sales targets
Digital marketing strategy and asset creation with a ticket sales call to action
Content creation that showcased ‘ones to watch’ and sport explainers
Media relations pre/during and post event for widespread coverage
Executing ticket promotions with relevant third parties to increase outreach to communities new to breaking
Creation of crisis comms plan and issues management on the ground
Management of all in-event media operations: mixed zone, media centre, tribune, event photographer, photo/film spots on the field of play
Results achieved
Near sell-out event
ticketing revenue exceeding by 30%
81 pieces of coverage generated with total audience reach of 778 million.
Coverage included multiple BBC outlets including Breakfast News, Newsround and regional TV, plus Daily Telegraph, The Times and The Sun.
