Though Glasgow is a sporting city, gymnastics is a minority sport. When the city secured the hosting of the 2015 World Gymnastics Championships a brand identity, website and integrated marketing campaign was required to deliver against commercial and reputational objectives and to reach the crucial young, female audience who participate in gymnastics but don’t typically spectate.
The creative solution, which showcased athletes’ blend of strength and finesse, included a logo that reflects the flow, motion and timing required in gymnastics. The identity was activated through a multi-channel marketing campaign that included print, outdoor and digital media, including video.
The results were emphatic. Ticket sales exceeded the target by 38.5% - heavily skewed towards the targeted young, female audience. Over 300,000 people visited the fully-responsive website with 62% of spectators learning about the Championships through this single outlet. And local participation in gymnastics has jumped by 17%.