Campaigns: Sport - BMX world event rides wave of publicity

Campaign: UCI BMX World Championships
Client: British Cycling
PR team: Generate Sponsorship
Timescale: December 2011-May 2012
Budget: £25,000

The UCI BMX World Championships were due to take place at Birmingham's National Indoor Arena in May. British Cycling hired Generate Sponsorship to raise awareness and increase ticket sales.

OBJECTIVES

- To drive ticket sales for the event.

STRATEGY AND PLAN

The PR team sent images of BMX riders in Birmingham locations to national and local media, alongside the news that tickets were on sale. A 'Give BMX a Go' event for journalists was attended by GB riders. A 'BMX Worlds' hub was set up on Twitter and Facebook. Partnerships with Kerrang and Free Radio included promotional spots and presenters testing bikes. In the run-up to the event, a time-lapse video of the track being built was released to the media.

MEASUREMENT AND EVALUATION

The 'Give BMX a Go' event featured on BBC Sport, Newsround and in Metro and The Daily Telegraph. The video generated coverage on Sky and the BBC, as well as in the Birmingham Mail.

RESULTS

The Saturday night of the event was a sell-out and ticket sales exceeded expectations on other days. There were 13,500 click-throughs to the website from social media and daily visits to the site peaked at 11,938 two days before the event. This was directly attributed to a spike in ticket sales.

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