BRITISH EVENTING LIFE

by Dialogue Client: British Eventing Life
BRITISH EVENTING LIFE

Dialogue began working with British Eventing (BE) in 2009. As well as providing a full publishing service complete with editorial, design, production, advertising sales, print and distribution, a digital edition for web and mobile is also produced and Eventing enthusiasts now have unprecedented access to events, training and top riders through the brand new online TV channel BETV.

THE BRIEF

Following Team GB’s Olympic successes at London 2012, equestrian sports enjoyed a major publicity boost. British Eventing’s objectives since then have been to capitalise on that wave of sporting euphoria to attract new riders in to the sport and encourage those already participating to raise skill and competing levels.

THE Challenge

Having published BE’s membership magazine British Eventing Life since 2009, Dialogue was entrusted with helping to achieve BE’s current objectives through high-value omni-channel content. As with all sports governing bodies, the communication challenge is to meet the content/informational needs of a wide age range and competing levels – from absolute beginners to Olympic stars.

CREATIVE APPROACH

We redesigned the BE magazine, British Eventing Life, in 2015 to give it much more structure and a clear identity, enriching the reader’s experience and achieving a more contemporary feel.

New this year, BETV offers fans the chance to watch exclusive videos from British Eventing, including training tips, advice for around the yard, behind the scenes clips from exciting BE events and top rider interviews. BETV aims to prove an excellent resource for BE’s already significant contribution to rider training, offering ‘how-to’ videos to complement the extensive programme of training courses already on offer.

You can watch the videos now at www.britisheventing.com/tv

THE RESULTS
  • Training uplift: BE reports a 42% year-on-year uplift on the take up of its training courses
  • BE membership is up year-on-year.
  • In the first two months BETV has launched more than 50 videos with views across desktop, mobile and tablet devices demonstrating a broad demographic reach.