Email campaigns and web content for London 2017 athletics championships

How do you inspire a nation… again?

Who? The London 2017 World Athletics Championships

What they wanted: For the first time ever, the World ParaAthletics Championships and the IAAF World Championships were held in the same city in the same year. This was a truly inclusive athletics event that happened right here in the UK.

Following on from the success of London 2012, Lark was asked to help recapture that overwhelming public enthusiasm once more, and make London 2017 the biggest sporting event of the year.

What we did: We wanted to build interest, excitement and true support for this landmark event.

As editorial consultants for London 2017, we created a tone of voice style guide for use across all communications. We also produced emails, tweets, scripts and web copy designed to inspire enthusiasm and pride, and encourage ticket sign-ups – just like in 2012.

Did it work? It certainly did. This was the first time in history that any IAAF World Championships sold out. Incredibly, London sold more para-athletics tickets than all seven previous para-World Championships combined.