We've taken a highly segmented and targeted approach to selling Sportsworld's Beijing 2008 hospitiality packages, developing a strong sub brand, brochure pack, press advertising and website.

Originate

Leading event management and hospitality agency Sportsworld was exclusively appointed as the official ticket and tour agent for the Beijing 2008 Olympic Games by the British Olympic Association and the National Olympic Committees of 18 other countries across the globe. This presented a great opportunity to sell the biggest show on earth. Amongst the challenges this presented were 42 different sporting disciplines split across 54 sessions with more than 1,300 ticket types and China as a tourist destination. Marketing Team Direct worked with Sportsworld to understand and identify customer segments and the appropriate channels to reach them.

Integrate

Marketing Team Direct created an identity reflecting the history of the host nation, the excitement of the Games and the expertise of Sportsworld as an events specialist. The complex range of information was clearly set out in a bespoke brochure pack supported by appropriate advertising, targeted email campaigns were run to collect data of potential customers, offering ‘priority registration’ and ‘first look’ at packages and a branded and optimised micro-site was built. A range of collateral was produced tailored to the corporate hospitality market; the first time this segment had been targeted by Sportsworld for an Olympic Games.

Accumulate

More than 1,000 people registered to receive information before the brochure was launched. Around 600 people received the brochure as a ‘first look’ tour client, with an additional 800 members of the public being mailed a pack in a second phase. More than 1,000 packages had been sold by Christmas 2007, exceeding Sportsworld’s target. Corporate sales continue to be over-subscribed. At the end of January 2008, sales peaked at around £3.75 million with demand continuing to increase. Sportsworld forecasts to increase sales on Athens 2004 by 100% and Sydney 2000 (the most popular Games in history) by 20%.