December 2018 - March 2019

UEFA 2020 was a unique Tournament. It consisted of over 50 matches spread across 12 countries throughout Europe. The movement of fans to, from and between venues was expected to present significant transport challenges and for some Host Cities was likely to also lead to considerable pressure on an already busy local transport system. With well over 3 million ticketed spectators expected to attend the event UEFA recognised the need for high quality marketing and communications in relation to travel to help manage the challenges in addition to close working with Host Cities to ensure local travel issues could be mitigated.

In the Round was commissioned to develop a Mobility Communications and Travel Demand Management Strategy for the Tournament. The objective being to arrive at an approach that integrated well with the emerging Spectator Communications Strategy. The commission involved working across the Mobility, Spectator Experience, Marketing Communications and Ticketing functional areas of UEFA together with understanding as much as possible about the communications challenges in each Host City.

The Strategy, which focused on messaging, content, channel and audience was developed following a review of existing UEFA spectator research and in-depth information gathering across UEFA. In parallel In the Round supported UEFA in the initial stages of developing a mobility planner for the Tournament to be integrated within the UEFA's existing smart phone App. The strategy was approved to shape the Tournaments activity across spectator mobility communications which then contributed to a highly successful event.