The Professional Triathletes Organisation (PTO) and award-winning London-based creative agency, MATTA have launched their global event marketing campaign for the inaugural Collins Cup, which takes place in Šamorín, Slovakia, on August 28th, 2021.
MATTA was appointed by the PTO in April to deliver the campaign for its flagship event. The agency was tasked with delivering a multi-channel promotional campaign in the lead-up to the inaugural Collins Cup.
The new race format is modelled after the Ryder Cup, and will see teams of European, Internationals and USA athletes pitted against one another for global bragging rights.
The newly-released campaign, which will be a combination of video and imagery played out across PTO and Collins Cup channels and exclusive European broadcast partner, Discovery Eurosport throughout August, has been inspired by the number three, focussing on the three teams, three disciplines and each match comprising three competitors.
Graphically, the campaign media is always split into three, copy is also developed in threes and the overall effect aims to emotionally excite consumers, ‘challenging their preconceptions of what a team endurance event can be.’
The campaign also features a three-word end line, ‘Passion x Power x Pride’. This aims to serve as a summary of everything The Collins Cup stands for… ‘The passion from being part of a team, the incredible power of the superhuman athletes and the pride of competing for your flag.’
The campaign will also be brought further to life by creating 36 individual assets, one for each competing athlete, to build the profiles of each pro athlete.
Tim Godfrey, Chief Marketing Officer of the PTO, said “With today’s global event marketing campaign launch for The Collins Cup, we are delighted to bring the excitement and drama that professional triathlon has to offer to legions of consumers, and potential new fans, right across the world.
“Participation in triathlons has surged in recent years, and we believe that with the launch of today’s campaign, consumers will anticipate the power, passion and pride and the sheer scale of the rivalries and personalities that will compete at the Collins Cup when it is staged later this month for the very first time.
“This campaign truly does justice to the sport of triathlon, by telling the captivating stories of our athletes to a large, global audience.”
Matt Hunt, Executive Brand & Strategy Director for MATTA, said “With the launch of the inaugural Collins Cup, this is an exciting time for triathlon and the ideal time to be launching a global campaign to project this popular participation sport to a mass audience internationally.
“Triathlon truly is all about the athletes, and so it’s only right that the stars of the sport take centre stage in this campaign, which is inspired by the theme of three. Over the coming weeks, we hope our work emotionally excites consumers, challenges their preconceptions and inspires a new audience of fans to follow the sport.”
www.protriathletes.org
www.makeitmatta.com
