Stripe have managed PR and digital for Fort William Mountain Bike World Cup for the last 8 years. For 2017, they wanted to break out of the specialist sport sector and broaden the appeal, taking the event experience to new audiences.
We combined year on year data analysis with fresh social intelligence and target audience insight to develop an evolved approach. Based on the research findings, we put much greater emphasis on tailored social content and segmented advertising, making more of our talent access with live broadcasts and retargeting to drive conversation and early bird bookings.
We reached more than 250,000 people via social alone as part of our early bird campaign, resulting in tickets sales 15% higher than the previous year.