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Go Long or Go Home

February 23, 2018


A rare glimpse of what it takes to create truly great sports marketing campaigns will be offered to a select group of professionals in Dublin on Friday, February 23rd.

Ringers, the agency set up by Steven Mangan, Bobby Byrne and Emer Howard who, while at Rothco together, created the concept behind AIB’s The Toughest and other award-winning campaigns are hosting a one day workshop on Long Form Content entitled ‘Go Long or Go Home’

Taking the words of advertising guru Craig Davis that “We need to stop interrupting what people are interested in and be what people are interested in.” as a start point they will take brand professionals and agencies through a tour of how to do just that.

Designed for creatives, producers, content managers and marketing teams, the one day workshop will cover everything you need to know about creating interesting, engaging and effective long-form content for brands.

This is in many ways the holy grail of Sports marketing in 2018.  Brands like Vodafone and Volkswagen, Three and Lidl, AIB and more are basing mainstream full campaigns around the sporting sponsorship properties they own and making them work in ways that connect to their target consumers.

It’s a fascinating opportunity to look at the thinking that goes into creating a great campaign from those who are on the cutting edge as opposed to the cutting room floor.

The day will be a mix of theory and practice with all participants working on a live brief before pitching their ideas to Jamie D’Alton from motive films the producer of the Conor McGregor Notorious film from 2017.

The subjects covered will include

  • Why do it – The effectiveness of long-form content.
  • How to get to and judge good content ideas.
  • How to sell your ideas using the same selling strategies that Hollywood screenwriters and film-makers rely on to get a green light for their projects.
  • The basics of screenwriting and structure so you’re comfortable in an edit suite.
  • The realities of getting content made in today’s broadcast landscape.
  • Pitch your ideas to Jamie D’Alton of Motive followed by a Q&A.

The course will leave participants fully equipped to create, sell and produce content that people won’t want to fast forward, skip or avoid.

Sport for Business members interested in attending can claim a €75 discount on the price of the full day event by quoting SportForBusiness before checking out.

You can book tickets for the event here.

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February 23, 2018


Drury Buildings
55 Drury Street
Dublin 2, Ireland


Ringers Creative