The UCI BMX World Championships in Birmingham needed to sell tickets with just six months to go. As a niche sport with only a few GB hopefuls, a simple, cost-effective PR solution was needed to fill out the arena.
We kept it simple… With limited time and budget challenges, we focused on a basic yet effective, PR approach. We knew we had a compelling story with the event taking place only months before the Games. It was a matter of making sure the World Championships event didn’t get lost in Olympic coverage.
A quality and targeted approach… Our activity was focused around driving ticket sales. Obtaining iconic imagery to bring it back to Birmingham, we kicked off with a tickets on sale announcement. We also invited media to try out BMX with GB riders Shanaze Reade and Liam Phillips to drive last minute ticket sales. Recognising that BMX fans use social media, digital was a key focus too.
The results speak for themselves... The event was a sell out on the main Saturday night of the event. Ticket sales for other days met revenue targets. Over 100 pieces of coverage generated, with 65% including ticket mentions or the website. Daily visits to the website peaked at 11,938 two days before the event. Website visits peaked by 900% from BBC Sport coverage alone. 13,500 ‘click throughs’ to the website came from social media and bloggers.
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