How we got more than 95,000 people racing to track and field events

Elite athletes perform best in front of packed houses. They just do.

British Athletics is the team behind our track and field stars, from household names to new kids on the block. They also plan the events where we can watch and cheer on these incredible athletes in action. Packed houses are British Athletics’ remit.

But with attendances flagging, we put together an intense, two-week cross-media salvo. In record time, we pushed British Athletics’ three key events for 2016 – Birmingham Diamond League, British Championships and London Anniversary Games.

It worked.

  • Over 43 million offline impacts.
  • Over 39 million online impressions.
  • More than 95,000 tickets sold.

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