Finch lands job to raise profile of badminton

By Alistair Houghton on Jul 17, 08 12:35 AM

CREATIVE agency Finch is serving up the marketing campaign for a European badminton tournament in Liverpool next year.

Organisers say next February's European Mixed Team Badminton Championships, at the Echo Arena, will be the first world-class badminton event to be held in the city.

The event will see Players of both sexes will represent their countries in doubles and singles games. Competing countries will include the home nations, France, Germany, Holland, Poland and Russia.

The individual European championships will be held in Manchester in 2010. This is the first time the championships have been split across two events.

Liverpool-based Finch will create the brand identity for both events.

Account director Kerry Dennison said: "The brief had two main objectives, to develop a consistent, impactful concept to promote one event across two cities and to also engage a new audience with the sport.

"A full communications campaign to encourage attendance and promote the event will follow.

"The aim is that by either attending the championships or taking part in a 'have a go' session, perceptions of the sport will change and allow people to see how dynamic and exciting badminton really is".

Adrian Hill, Head of Communications of Badminton England, said: "Holding the event in two locations over two years has presented a challenge in terms of how we communicate and promote the championships so we needed to develop this with an external agency who has the right branding experience."