Objective
The International Skating Union (ISU) needed an expert partner to help deliver their World Figure Skating Championship. Milan was the lucky host city, and it having been many years since the event last took place there, they wanted to make sure it returned with a bang.
The ISU approached CWT Meetings & Events’ specialist sports event management team as their event consultants, requiring them to deliver: co-event management, logistics, accommodation, transfers, promo ticketing packages, two press conferences, and a gala dinner.
Challenge
The ISU needed to put on a flawless show, especially with 198 athletes attending from 43 countries – this truly was the world’s stage. CWT M&E also had to ensure every athlete had the smoothest and most seamless journey possible – with no disruptions that could potentially impact their performance.
The ice skating community had high expectations of the event delivery and expected to be wowed at every stage. With an international audience the event it needed to have a universal appeal and deliver something spectacular.
Solution
CWT M&E immediately took an innovative approach. They started with analysis of communities from all around the world that would be the target audience for the event. CWT M&E ensured they created an engagement plan that integrated these supporters through Italian culture, food and shopping.
This was further supported by an integrated communication campaign across additional channels including web and social media. The experience was interactive for the fans with a public ice-skating rink built in ‘Gae Aulenti Square’, Milan. By doubling as a ticket point of sale the rink provided the perfect inspiration to get members of the public excited for the event.
CWT M&E was able to maintain the buzzing atmosphere surrounding the event by successfully coordinating with both a media event for ticket sales launch, as well as a conference for all the relevant institutions, athletes, media and satellite companies.
Results
The event was a triumph for everyone involved. The event’s personalized website received over two million page views from 300,000 unique visitors, whilst the social media campaign gained over 100,000 interactions. 70,000 tickets were sold in total and 332 million viewers tuned in worldwide to the spectacular event.
Quick facts
- Seamless journey for 198 athletes from 43 countries
- 70,000 tickets sold, 332 million viewers
- 2nd place for Best Sport Event Award
“I am thrilled to be working with an experienced and trusted partner such as CWT Meetings & Events. Hosting a world championship in Italy is a dream come true for all those that live sports and its values.”
General Manager of the Organizing Committee