A success story
Stockholm hosted one of the world’s largest LGBTQ-events: Eurogames 2015. Attracting over 5,000 participants and more than 200,000 visitors to the city and region, the event was declared a huge success. We were eager to chat with Jakob Jansson, Chairman of the Board, to tell us about how Eurogames Stockholm 2015 came to be such a success.
With an event as large as this, it was mission critical that our communication to participants and visitors to the city kept them well informed in the lead up to, during and even after individual tournaments.
To make this happen, we had a core communication and marketing team of 6 different people. Together we assembled everything from overall strategy and material to design and copy. It was very important that we could communicate information quickly and reliably to all of our participants at a moments notice. We were able to do that with Ungapped.
Communicating to as many as 71 countries brought new challenges to the team. Everything from cultural to social and of course, language barriers.
We used copy that got straight to the point paired with engaging pictures and videos. Putting ourselves in the shoes of readers kept us within the boundaries of what we really needed in a mailing.
Since we were sending a variety of different information to variety of different people, we created a design guideline and set up a number of templates. Once this was up and running, it really was terribly easy and effective. Just drag and drop this, drag and drop that, and it was done in a heartbeat.
…and looking at our own statistics, we believe our campaigns helped us reach out to new people and raised awareness of what EuroGames stands for. I think that when you have so many thousands of people that you’re relaying information to, it’s really important that you take the time to read and analyze your mailings.
I think mailings allow (when done appropriately) people to focus on the real life experience.
If I were to give one piece of advice it would be to simply to realize the importance of using mailings – and to just get started!