Capture the Event Maximises World Gymnastics Photographic Imagery

In an attempt to demonstrate the truly dramatic imagery of staging the recent World Gymnastics Championships, Glasgow’s Local Organising Committee appointed Capture the Event to create and offer a unique portfolio of photographic products for all participants, helping also to deliver a lasting legacy throughout Scotland and specifically for Glasgow.

 

The World Gymnastics Championships, which took place over 10 days at the SSE Hydro, was the largest single sporting event Glasgow has hosted, with over 2,000 accredited officials, 55,000 ticketed spectators, more than 500 written media and photographers from around the world.  Marketing, communications, PR and broadcast media stretched beyond the city of Glasgow to the whole of Scotland as well as to the UK population, via over 16 hours of live BBC broadcast, plus to a global audience in excess of 640 million viewers via live terrestrial broadcast including to USA, Russia, Germany, France, China, Japan, Brazil.

 

The Championships were sanctioned by the Federation Internationale de Gymnastique and delivered by an Organising Committee led by Glasgow Life and British Gymnastics with support from Event Scotland, UK Sport and Scottish Gymnastics.Strategically, Capture the Event’s approach was to use digital technology, including access to ‘live action’, to personalise the unique WGC 2015 experience of all participants, spectators & followers.  Delivery of these personalised photo products was via An onsite Photo Centre & Studio in the SSE Hydro, and  a dedicated online and e-commercial photo gallery at www.2015worldgymnastics.com/photo– using similar infrastructure as developed by Capture the Event for last year’s Glasgow 2014 Commonwealth Games and also for the London 2012 Olympic and Paralympic Games.     

 

Each key group of participants were identified, for which Capture the Event then developed a series of WGC2015 branded and personalised photo products, each designed wherever possible to project the powerful and compelling imagery of Artistic Gymnastics.  Some examples of the product offering for key participant groups are as follows:

 

1. Kohei Uchimura Mens All Round Gold Presentation2. Simone Biles Womens All Round Gold Presentation

 Gymnasts: With a record-breaking 590 competitors from 85 countries, each Medal winner was presented by the Local Organising Committee with a framed personal ‘field of play’ action image – within minutes of his/her Medal Ceremony. Featured are the Men’s and Women’s All Around World Champions and Gold Medal winners.  

 

5. Team GB Medalists Montage

Teams: Other record-breaking performances came from Team GB’s Men’s & Women’s Teams, winning Silver and Bronze respectively.  To commemorate such landmarks, Team highlights montages were produced same day, for the teams to share and to also use as fundraisers.

 

 

6. Longines All Round MontageSponsors: The governing body, the International Gymnastics Federation (FIG),as a thank you to lead sponsor Longines, presented a large framed montage highlighting special moments from the Longines Prize of Elegance Awards, won by Team GB’s Max Whitlock & by Giulia Steingruber of Switzerland.

 

7. Mens Judges WGC2015 Collage

Officials:On each of two days, over 100 Judges for each of the Men’s and Women’s competitions were captured at an iconic Glasgow venue.  Each group photo also became an integral part of a personal highlights collage that judges and officials could order.

 

10. Selfie EG WGC Collage

 

 

Volunteers: Own personal images could be uploaded into a personal WGC highlights collage.

 

 

 

8. Volunteers Team GB Collage EG

Spectators: As the majority of visitors were from the UK, including youngsters aspiring to be future champions, each were offered a studio photo shoot which would become the central shot within a Team GB highlights collage – in a variety of sizes, framed or unframed.  Spectators were also encouraged to capture their own experiences at the Championships, then uploading into a highlights collage of their choice and creation.

 

To address the Legacy challenge for Glasgow, Scotland and the UK, in the important run-up to Christmas all participants and followers will be encouraged to visit www.2015worldgymnastics.com/photo to select a gift for someone who will be inspired.  Clubs are being offered the opportunity to select content and caption for their own personalised poster – again to inspire all generations with such acrobatic performances from so many world champions and Team GB medal winners.Colin Hartley, Championship director, commented: “I thought the product offering was superb, perfectly capturing the dramatic imagery of world-class athletes performing breath-taking and almost unbelievable feats.  In particular the almost instant offer of a framed action photograph to each medallist was a massive success, reflecting also another new innovation introduced by Glasgow’s staging of major international events“.         

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In summarising lessons learned from these World Gymnastics Championships, Wyn Fanshawe, a director of Capture the Event stated “Sport is unique in creating stunning, exceptional moments that excite and inspire.  These special occasions can set-up strong emotional connections between spectators, participants, the event, and the brands that sponsors support.  In-venue, everywhere a camera was pointed at the World Gymnastics Championships seemed to capture a gymnast flying through the air – which of course made for compelling images when reproduced as high quality photographic prints.  However, to ensure that photographic imagery is fully capable of generating maximum commercial and marketing return for all parties, it is essential that such activity remains a central and integral part of the event’s planning, presentation and evaluation, assisting in the achievement of relevant strategic objectives.  We still have a lot of work to do in sharing such memorable moments”

 

For more information please contact Wyn Fanshawe on 01732 746696 or via This email address is being protected from spambots. You need JavaScript enabled to view it.  Capture the Event has been a member of MEI since December 2014.

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