One of the 14 events of the IAAF, Diamond League Shanghai is held in May each year in Shanghai.

Challenges:

Track and Field remains unpopular in China, suffering from poor operations over the past decade and a weak brand image. How could the situation be reversed? Increasing attendance was the most urgent task

Solutions:

• Based on a comprehensive survey and assessment, we proposed a repositioning to increase the appeal of the event.

• We leveraged the Shanghai Metro for a creative and interactive promotional campaign, both enhancing the brand image and reaching the masses in the most cost-efficient way

• We encouraged green transportation for spectators, integrating the Diamond League ticket and the Metro ticket

Achievements:

The event showcased a brand-new image and attracted a nine-fold increase in attendance in 2016, as well as positive media coverage