The tickets are available from today (19 August) with fans able to submit applications for the next four weeks. A TV advert and outdoor push featuring Enniss-Hill and Adams alongside Scottish swimming stars Michael Jamieson and David Carry is marking the launch inviting fans to “be part of one of the world’s biggest events”.
The TV spot, narrated by Scottish actor Kevin McKidd, showcases memorable moments from the London 2012 Games and is soundtracked by DJ Calvin Harris’ “Let’s Go”. It aims to capitalise on the huge wave of interest from people applying to watch the sporting event, according to organisers by offering “affordable ticket prices and concessions for children and over-60s”. Organisers are hoping the activity helps prevent a repeat of last year’s Olympics where heavyweight marketing campaigns failed to sell-out tickets for certain events such as football.
Glasgow 2014 chief executive David Grevemberg told Marketing Week shortly after last year’s Games that next summer’s event was “already benefiting from an Olympic bounce” and that it would find “smarter ways” to work within its modest £524m budget to maximise marketing opportunities.
The advertising push is part of a wider campaign that also uses social media to crowdsource marketing strategies from sports fans across the UK. It draws on insights from London 2012 where sponsors used platforms such as Facebook and Twitter to humanise athletes and tell more compelling stories.
Th campaign has been developed by the Glasgow 2014 Organising Committee and Glasgow City Marketing Bureau – a division set up in 2005 to boost tourism to the city. Further campaigns are scheduled for early 2014.
The ticket advertising push runs until 16 September.
Ticket prices start at £15. The event will welcome 4,500 athletes from 71 nations and territories of the Commonwealth to take part in the 11-day event next summer.