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Case Study

World Athletics Championships – Programmes

Our Brief:  The PPL Group were appointed by the International Paralympics Committee (IPC)  & International Athletic Athletics Federation (IAAF) organising committee to design, print and sell the official Souvenir Guide, Daily Programme, and VIP guide for the 2017 World Athletics Championships at the London Stadium.

  • Services

    Design, Fulfilment, Online Sales, Onsite Sales, Publishing

  • Client / Year

    International Paralympics Committee & International Athletic Athletics Federation / 2017

  • Solution:

    Working and liaising closely with members of the editorial and marketing teams at the IPC IAAF, programmes were illustrated with exciting action photography to enhance the readership and add impact to the features.

    To meet the production and print timings, page plans and production schedules were prepared in advance showing feature and advert positions and, in addition, editorial, production and printing deadlines were also defined to streamline the production of the programmes. A structure for creative and editorial flow was agreed upon.

    A commissioning editor was appointed, and leading local and national journalists were commissioned to write the features.

    PPL managed the sales operations using branded sales booths, PDQ machines, and branded workwear for the sales teams. All hospitality and complimentary publications were delivered to the as per the agreed schedule.


    A total of 75,000 publications were sold and distributed for the Championships, delivering substantial sales and profits for the IPC IAAF organising committee.

    30 sales personnel were employed. Creating an economic benefit locally and contributing to the Championships sustainability targets.

    Sustainability was also achieved by using Green accredited printers, FSC-sourced paper, and low levels of recycling.

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