It's Game Time

A momentous 12 days ahead for Birmingham 2022 and Goodform

The Birmingham 2022 Commonwealth Games kick-starts tonight with the Opening Ceremony at Alexander Stadium, meaning that it’s officially Games time in Brum. Set to be a truly iconic period in the history of Birmingham and the West Midlands, the next 12 days are powered by over two years of data and research insight.

Since May 2020, Goodform have been the official CRM agency of the games, working in collaboration with the talented Birmingham 2022 team to grow and manage a customer database that will enable Birmingham 2022 to achieve their ticket sales targets.

On-going analysis of the audience data has formed the basis of highly targeted and creative marketing campaigns, delivered by Goodform, that have driven engagement and awareness of the games. A research programme has also been executed by Goodform, providing additional key audience insights that have informed planning and future marketing campaigns.

Overall, Goodform have played a vital role in surpassing the 1 million ticket sales target set ahead of the Games, which includes selling tickets for 12 days of action, 19 sports and 286 sessions.

Sam Allen, Goodform’s Client Success Lead, said:

We are extremely proud to have collaborated on this prestigious event for Birmingham and the West Midlands. The work done by the Birmingham 2022 and Goodform teams in the build up to the Games has been phenomenal, and we’re very excited to see the culmination of years of work and planning.

Following the event, the focus for Birmingham 2022 and Goodform turns to ensuring that a data legacy lives on to the benefit of the city, region and future Commonwealth Games.

Bring on the Games!