Event marketing
Challenge
How do you fill an arena when awareness of top British athletes is relatively low even if the sport is casually played by many?
Providing outsourced Marketing Manager services for this annual ‘Wimbledon’ of Badminton, GTA were brought onboard 5 months out from event with the sole focus on achieving revenue and filling the venue.
How GTA supported
Audience segmentation and engagement was the focus of our marketing campaign.
The low hanging fruit was sorted - Badminton England had their members and clubs covered - we need to broaden our audience reach.
Badminton is HUGE in asian countries with many of the world’s best players coming from this part of the globe. - tapping into this became our focus.
Marketing focused on engaging the multicultural population of Birmingham and the midlands.
Content reflected the international athletes coming to Birmingham + shifted to native languages (and not always English)
Our channel mix inc. digital marketing campaigns, OOH and partners utilised this content to reach deep into the heart of these audiences.
Results achieved
Revenue target achieved
Over 37,000 tickets sold
Revenue yield per ticket up £5.85 yoy
4M reach on OOH / 1M reach via media spend
Digital ROAS 5.3 / 2.5M impressions / 41K clicks
“Nas was able to bring her extensive event experience to unearth opportunities, build partnerships and challenge our team’s thinking and planning so that no stone was left unturned. Her ability to work independently to get things done ensured we moved at pace, always with an eye on achieving the commercial objectives. Nas hit the ground running, quickly integrating into the wider team, which was just what we needed, and I have no doubt this contributed to our success this year.”
Mark Bradley, Head of Marketing, Communications and Engagement Badminton England
