Creating winning sport events
Sporting tournaments are a great place for brand activations due to their universal appeal and captive audience. After all, Australians love their sport! Brands align with sports that share the same attributes, and therefore the same target market. Attendees can experience a brand in real-life and creating a long lasting affinity with it. Sport events and activations can come in many shapes and forms. Not every agency has experience in delivering sporting events to the high level that EP Agency does. Here are a few tips on how best to activate a sport event:
Bring the essence of the sport into the activations
When Land Rover activated at Polo in the City, the EP Agency team created a theme that aligned with the sport. With Polo’s reputation for classical appeal, Land Rover was already a great fit for the event. By looking at the common themes in both brands, the team has created an English Polo Garden, a Hamptons Clubhouse and a Miami Poolside Party. The area they created brought guests to the grounds of an English stately home, thanks to rose gardens and climbing ivy. Guests reclined on beautiful rattan furniture as they enjoyed the Pimms and canapes throughout the day. Read more about these activation in our Case Studies.
Consider your brand activation’s footprint
For flagship sport events, it’s likely that your activation will get seen by more than just those on the ground. Take events like the Melbourne Cup. Not only is this event televised, those in attendance are photographed for news sites and social media. This brings an extra consideration to event planning. EP Agency has activated at the Birdcage Marquee at the Melbourne Cup on many occasions. Take a look at the Tabcorp Long May We Play Case Study. They balanced regular live crosses from the broadcast partner with a beautiful live experience for VIPs and influencers.
Incorporate sport and fitness into a smaller activation
Aside from aligning with flagship sport events, fitness can still be incorporated into an activation. How about bringing a form of exercise to a customer activation? Fitbit briefed EP Agency to help launch their new smartwatch, that’s exactly what they did. By bringing a Retro Sweat class to the event, guests could participate in a fun activity. Group involvement is a great way to create engagement and affinity with your brand. The Case Study shows how EP Agency engaged a group through participation.
Choosing the right sport events partner
EP Agency has executed many sport events for brands, as seen in our Customer Brand Experience page.
If you are thinking of activating a sports event or brand anywhere in Australia, EP Agency can help. With fantastic connections and vast experience, the team delivers memorable and measurable activations. EP Agency is a true partner from concept to execution. They enjoy a reputation that sets them apart, thanks to their meticulous processes and industry relationships. Get in touch using the Contact Us form, by phone on (02) 8356 5600 or send an email to info@epagency.com.au.