Challenge
Build the IMGA and Masters Sport brand online by developing global communities of people (over the age of 35) that are passionate about active lifestyles to create future demand for Sport for Life.
The Work
We developed a digital content strategy focused on the reasons people embrace active lifestyles, including health and well-being, travel, community connection, and competition. While many people exercise for fun and to maintain their health, others enjoy testing themselves against peers in their age category.
The content strategy was brought to life across a range of digital communications, leveraging search to drive website traffic and social media groups to encourage engagement among individuals from diverse communities worldwide, along with a focus on first-party data capture to enable direct email communications between IMGA and its audiences.
We collaborated with IMGA to maximize their events, including the World Masters Games and Open Masters Series, to accelerate interest in Sport for Life among new audiences globally.
Impact
We have developed a social media audience of 50,000 and significant database to help raise awareness and generate future demand in Sport for Life and IMGA events globally. Our work has grown the commercial appeal of Masters sports, leveraging the unique attributes and characteristics of Masters sport and its athletes to create incredible value for cities and sponsors seeking to engage this demographic.
