QTV adapting to a changing landscape
QTV was founded in 2011 with a noble - if modest - aim of improving coverage of sports in Scotland. Ten years on, they now provide outside broadcast, live streaming and features content to over a dozen international federations and UK national governing bodies, including World Archery, World Curling, Badminton World Federation, International Table Tennis Federation, and World Netball. Despite the negative impact the pandemic had on the sports sector, QTV were experiencing growth with non-sports, outside broadcasting and virtual event production clients.
With new contracts in place, investment in technology and bucket loads of effort and personality, Brand Oath’s task was to evolve the QTV brand to reflect the organisation not only as it is today, but for the future. A strategy that would be engaging to existing markets and inspiring for new audiences.
The QTV requirement to see tangible change as soon as possible mirrored Brand Oath’s belief that not everyone has the luxury of time to implement radical change. Brand Oath were able to meet their client’s objectives by employing a ‘sprint methodology’. By facilitating a number of workshops with the QTV team and interviews with external stakeholders and clients, they quickly identified a number of strategy shaping insights; from sports sector to all sectors, from projects to partnerships and from complex to clear; extending reach, enhancing reputation, increasing commercial revenue and rewarding fans and customers.
Deliverables:
- Brand strategy
- Brand identity
- Visual framework
“We reached out to Brand Oath knowing we needed help to evolve the QTV brand proposition. The objective was to refresh and support diversification into new sectors, while retaining the strong brand recognition with our core market. They were great at listening, challenging, distilling, and then simplifying the narrative on who we are, our culture, and what we offer. They have helped us make a huge step forward and we look forward to continuing our relationship with them as we continue building a leading player in the industry.”
Telfer Boyd
Chief Commercial Officer, QTV
