Objectives

To provide grassroots marketing and event hospitality at the LG Action Sports World Championships 2005. The LG Championships are the largest extreme sports event, showcasing 200 of the world’s best skateboard, BMX, inline and FMX riders. By being held at the Manchester Arena (MEN), the event was outside America for the first time, so it was vital that it was a success.

Strategy and tactics

Maximised existing relationships with 2,700 primary and secondary schools in the North West and Yorkshire regions, along with sports centres, libraries, community and youth groups.  Targeted the core industry and its youth customer base through 300 on-brand shops and skate parks in the UK.

Used 300 legal fly posting schemes in Leeds and Sheffield to carry out a 3-week, heavy-weight campaign.  Targeted youth segment on their own turf and time with 48-sheet mobile ad vans which visited key events and locations in Liverpool and Manchester.

Developed a menu of food and beverages to cater for more than 1000 athletes, staff, volunteers, bands, TV production crew and amateur athletes and managed throughout event.  Transformed the plain MEN hospitality suite into a Vegas/Casino theme for the competing athletes to rest in between events. The room included a fresh smoothie and juice bar, two manned casino tables, an entertainment area and several defined chill out zones.

Outcome

The event was a huge success with athletes, sponsors and audiences alike – in fact it sold out across the three days of action – and it is planned that the event will return to the UK again.

The interior of the athlete's lounge

Poster site at the Works skate park