2023 UCI Cycling World Championships
Our mission was to develop a brand strategy to bring to life the ground breaking vision for the 2023 UCI Cycling World Championships hosted by Glasgow and across Scotland. In recognition of the fact that requirements and priorities for such mega sporting events are changing, a one or two-week ‘spectator bonanza’ before the show leaves town is no longer enough. Sustainability in all of its forms, should be front and centre for any forward thinking host going moving forward. And there is no room for empty rhetoric, genuine evidence of positive impact on the communities involved, long before the event happens and long after it has finished, should be the new normal.
An interesting challenge to balance, first and foremost we still needed a brand strategy that was worthy of and served the purposes of an international, world-class sporting event. But one that embraced a greater ambition to be so much more… a brand that would provide oxygen for wider policy initiatives to be realised, where cycling for health, tourism, transport, business and the environment play a vital part in changing society for the better.
a unifying brand for the partners who will help deliver the outcomes
an engaging brand for the three million Scots who would ‘like to cycle more’
a reputation building brand for the wider world of elite sport
Deliverables:
- Research
- Consultation programme
- Strategy shaping insight
- Brand positioning
- Supporting strategic framework
- Narrative and copy
Original strategy model
“From the outset, we knew we wanted to turn the traditional event delivery model on its head and put our policy ambitions for cycling in Scotland at the centre of our decision-making process alongside event delivery.
The strategy we have created in collaboration with Brand Oath has helped us do this by capturing the unique power of the bike that will ensure the Championships are a catalyst for significant change and progress in Scotland by making cycling part of the normal, everyday lives of everyone.”
Paul Bush OBE, Chair of 2023 UCI Cycling World Championships and VisitScotland’s Director of Events
Sample consultation insights
The process:
Building on our unparalleled track record in helping global cities bid for major sporting events, we further researched trends in the major event, rights holder and host landscape.
A thorough stakeholder mapping exercise was vital to developing a thorough programme of consultation allowing us to connect and engage with the broad spectrum of stakeholders; international, national and local including but not limited to; UK and Scottish Government, the UCI (Cycling’s International Federation), British and Scottish Cycling, UK Sport and various cycling charities, agencies and initiatives.
We then facilitated a series of workshops with the senior client leadership team to synthesise the insights drawn from the the research and consultations, developing a number of positioning territories that finally lead to a robust brand blueprint. The foundation for all comms that will follow.
Sample workshop activity
The final blueprint
Storytelling pillar
Much more than a symbol, bikes are a vehicle of optimism.
That’s why we want everyone to be open to new ideas, new thinking and a new attitude. To welcome it with open minds and open arms;
Open to partnership.
Open to more.
Open to change.
Open to the spectacular.
Open to the world, with our uniquely Scottish welcome.
Storytelling pillar
Bikes provide a whole range of experiences.
From BMX to track. From MB to road. The Cycling World Championships is a unique opportunity to experience it all.
It’s the chance to experience the beauty and vibrancy of Scotland.
But it is also the first attempts. The falling off.
And getting back on. The uphills and the downhills.
The wind in your hair.
Storytelling pillar
Bikes provide winning moments no matter how good you are at riding them.
This event will seed future homegrown champions and put elite sport on the doorstep of Scotland.
It’s also about celebrating the everyday champions and their everyday wins.
The ones getting back on after a tumble.
Committing to the commute.
Patching their first puncture.
Storytelling pillar