Introducing elite logger sports to new audiences
STIHL TIMBERSPORTS is the leading competition series for elite logger sports, featuring athletes from around the world who face off in a combination of wood chopping and sawing disciplines. With roots in the timber industry and popular in countries such as Australia, New Zealand, the USA, and Central Europe, the sport has a smaller following in the UK.
TIMBERSPORTS took the decision to hold its flagship competition, the STIHL TIMBERSPORTS World Championship, in the UK for the very first time.
With Liverpool chosen as the host city, our brief was to raise awareness of the competition’s arrival in the UK; educate media and consumers about the sport and the strength, skill, and professionalism of the athletes; and ultimately to drive tickets sales at a regional and national level.
This was done through a number of tactics, including:
Athlete profiling – securing interviews for STIHL TIMBERSPORTS’ leading athletes within the UK national sports & lifestyle press, relevant regional media, and within the wider consumer lifestyle and health & fitness press
Photo stunt sell-ins – arranging a series of photo stunts in Liverpool during key moments of the campaign, e.g. event announcement, tickets on-sale, and competition week
Media taster days – inviting national and regional media to a series of ‘taster days’ in which they got to try out the STIHL TIMBERSPORTS disciplines and write up experiential features
What’s on listings – securing coverage within the regional and relevant national event listings pages
Regional engagement – targeting of the regional Liverpool press and local influencers to raise awareness of the event and drive local ticket sales
Broadcast coverage – engaging production teams to cover the event, either remotely or on location
pieces of coverage in the national, consumer, broadcast and regional press
pieces of national broadcast coverage including features on BBC Breakfast and BBC Radio 2
tickets sold across two nights