brand electioneering

 

Client: FEI European Championship 2009

Challenge

Brand Electioneering were briefed to create an identity and marketing campaign for the prestigious FEI European show jumping and dressage championships to be held at Windsor Castle in August 2009. This was the first time both championships are to be held simultaneously at one event and this, along with the stature of the Windsor Castle venue has to be clearly communicated to the equestrian fraternity.

Solution

The innovative championship logo and identity, representing a horse’s head made from red and blue ribbons communicated the equestrian nature of the event while the colours chosen hinted both at the ‘Britishness’ and the dual discipline content of the event. The Windsor Castle venue and the headline sponsor’s logo were also incorporated into the design.

In addition, we designed and produced all advertising, website and event collateral for the championships. This featured a split design showing images of top stars from both show jumping and dressage in action, with jumping colour coded red and dressage blue to distinguish the disciplines and also to clearly communicate the new dual content of the championships.

Results

The brand identity and event marketing clearly seems to have hit the spot with the equestrian community. Awareness and recall amongst this group was close to 80% three months before the championships began and to date, advance ticket sales have both exceeded all forecasts and surpassed levels for previous European championships. With the event taking place at the end of August, the championships look set to be the FEI’s most successful ever.

 

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