A digital campaign from England Hockey and digital marketing agency WePlay has helped deliver over 100,000 ticket applications in the public ballot for the 2018 Hockey Women’s World Cup, which will be held at the Lee Valley Hockey and Tennis Centre in July and August in 2018.
WePlay was appointed by England Hockey to lead an integrated digital media campaign to drive ballot ticket applications, following a campaign for the Hero Men's World League that took place in June.
In total, 105,000 tickets have now been applied for, with WePlay stating that purchaser data from the ballot campaign shows 50% of all registrations were made by new fans of the sport.
The digital focus follows the launch of the 'Pure Hockey Gold' campaign, spearheaded by MATTA.
Working with England Hockey and the FIH (International Hockey Federation), WePlay conceived and executed a digital campaign across display (programmatic), social and search advertising channels, targeting people who had previously purchased tickets to a Women's Hockey event, while also targeting a wider audience of casual hockey fans, families and big eventers.
Andy Brown, head of sales & marketing at England Hockey, said: “WePlay have supported the Hockey Women's World Cup ballot campaign superbly and their online marketing has been an important part of the campaign's success. They have immersed themselves in our world in order to explore all avenues of targeting hockey audiences.
“This sort of activity is essential to achieving directly trackable targeted marketing which can be refined for every subsequent campaign to drive greater ROI. WePlay have clearly demonstrated that they know how to get through to sports fans."
Kenny Ager, client services director at WePlay added: "Before general sale even begins the organisation has sold over 100,000 tickets. This achievement demonstrates our ability as an agency to deliver high commercial returns through digital.
“We are now seeing more ambition from forward thinking organisations like England Hockey to invest their marketing budgets into digital, rather than taking the traditional marketing approach."