We took a highly segmented and targeted approach to supporting Sportsworld's sale of
Beijing 2008 hospitality 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 28 different sports split across some 600 event 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 and tailored to the various segments which includes public clients, relatives of athletes, sports governing bodies and the corporate market.
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. Overall sales were over-subscribed, with Sportsworld eventually handling almost 3,000 clients and 30,000 tickets from GB and Ireland. This represented a 100% increase on Athens 2004.
