SPORT24
From passengers to spectators.
Sport24 is the first and only live sports channel specifically broadcast for the airline and cruise-line industries. It delivers the biggest live sporting events to passengers up in the clouds or out on the high seas. This unique service delivers drama and excitement to millions of passengers each year.
CHALLENGE
The focus of the pitch was to create growth through brand affiliation. Whilst the Sport24 product was popular, customers were misattributing the experience to the airline/cruise-line. The Sport24 brand had taken a backseat, and they needed a solution that would propel them into the hearts and minds of their customers.
STRATEGY
I began by identifying the core truths about the business. I defined the ‘who’, the passengers; the ‘what’, transportation to a seat at the game; and the ‘why’, so they can enjoy unmissable live moments onboard.
It was the foundation for my communication platform which clarified the ‘unmissable live moments’ value and celebrated the wide range of emotions that it can deliver.
SOLUTION
I elevated the word ‘onboard’ above all else within the brand. It connected the two core areas of the business, air and sea travel, whilst the graphic ‘O’ device positioned Sport24 as a window into unmissable live moments.
This graphic device informed an identifiable design system that had increased parity between Sport24 and the sporting event it was showing, adding clarity to the brand story across all touchpoints.
