The Blind Sporting Council, recently rebranded to Eye Play Sport, holds a gala ball each year to raise awareness of the brand, and raise much-needed funds to help blind and vision-impaired athletes play sport.
In its fifth year, and gaining momentum, we decided to try two new tactics: theme the event and integrate the ‘eye’ mark from the brand into the theme’s identity.
The success of the theme – Bollywood – was evident early in the lead up to the event as a buzz developed around the anticipation of the costumes and entertainment.
The themes identity has also been received well and has set a precedent for future events.
The bottom line: record ticket sales by 12% and feedback from guests has been that this was the best iteration of the annual ball yet.