Journal

What we're working out.

Short notes on destination marketing through sport, how the commercial side of an activation is put together, and how we shoot it.

Latest note — 01

A race is the only campaign with a date on it

Destination marketing usually asks people to come some time. An event asks them to come on a Saturday. That is the whole difference.

4 min read

All notes

Written in-house. Opinions, not research papers — where a number matters, we publish it only once it is ours to publish.

Destinations · 5 min

Destination, event, brand, athlete. Each has money or value to bring, and each wants something different from the same weekend.

Brands · 4 min

In endurance sport, an audience can tell within one frame whether the person on screen actually does this. Reach cannot fix that.

Destinations · 3 min

A racing format that fits inside an exhibition hall travels to cities in months when nothing else does.

Destinations · 4 min

Ski mountaineering and cross-country reach an audience that is younger, fitter and cheaper to talk to than the alpine market.

Craft · 5 min

One crew, one plan, and a rule that the athlete's race comes first. Everything else is scheduling.

Journal by email

Occasional working notes on destination marketing, sport and commercial partnerships.

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