Event Marketing: Driving ticket sales and awareness
Introduction
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 after with Breaking being one of the new Olympic sports for the Paris 2024 games.
Our brief was to fill the venue, introducing new audiences to this exhilarating new sport whilst staying true to Breaking’s unique culture.
How GTA supported
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
Media relations pre/during and post event for widespread coverage
Identifying and utilising athletes as ambassadors (many not used to media work)
Executing ticket promotions with relevant third parties to increase outreach to communities new to the sport of breaking
Pre-championships ‘popup’ performance in Piccadilly gardens
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.
