Glasgow Life: See Humans Fly

Agency: Front Page

Executive Summary

In 2012 we embarked on a three year journey with Glasgow Life and the Fédération International de Gymnastique (FIG) to design a brand identity, website and integrated marketing campaign for the 2015 World Gymnastics Championships. The championships are the fourth largest global single-sport event, with a television audience of 800 million.

The results were emphatic.

  • 55,410 tickets were sold, exceeding the target by 38.5%
  • Total net income was £1.2 million, exceeding the target of £1.1 million
  • In terms of bang for marketing buck, ticket sales alone generated £15.79 for every pound of marketing investment and the wider contribution to the local economy amounted to a dizzying £52 per pound spent
  • 62% of spectators heard about the event through the website, highlighting its effectiveness as a marketing tool
  • Following the event, Glasgow was named the fifth best sporting host city in the world, having climbed the rankings by three places since 2014
  • Since the event, participation in gymnastics has increased by 17% in Glasgow