Commonwealth Games organisers have signed up Edinburgh-born Olympic Gold medal cyclist Sir Chris Hoy to front a series of high profile marketing campaigns over the next two years in a bid to raise the profile of the event.
Sir Chris Hoy will front the marketing campaign for the Glasgow 2014 Commonwealth Games.
The six time Olympic Gold medal winner is the first of several planned sporting and celebrity brand ambassadors who will work with the Games’ organising committee on a marketing drive as well as appear at events.
The campaign aims to capitalise on the growing interest in multi-sports events following the success of British athletes at the London 2012 Games. Earlier this month, the organising committee claimed that it had seen a sharp spike in calls from people keen to volunteer and get tickets for the event during the Olympic Games.
It is hoped that Chris Hoy’s involvement in the campaign will also encourage other big names such as Olympic six time gold medal sprinter Usain Bolt to compete also.
The marketing strategy will focus on using social media to crowdsource marketing activity from sports fans over the next two years as a result of a limited budget, which Glasgow 2014’s chief executive David Grevemberg said, is forcing the organisation to find smarter ways to work.
Lord Smith, chair of the Glasgow 2014 organising committee, adds that the campaign will “inspire people – spectators volunteers and athletes - to get behind the Glasgow 2014 Commonwealth Games.”