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Organisers of this summer’s Paralympic Games in Paris have today (Monday) launched an advertising campaign to boost sluggish ticket sales.
According to AFP, only 300,000 of the 900,000 tickets distributed have been purchased by members of the public for Paralympics, which is scheduled to take place between August 28 and September 8.
While roughly 900,000 tickets (which equates to one third of the total available) have been dished out so far, 600,000 of these have been purchased by French public sector organisations and the Olympic and Paralympic committees.
The organising committee told reporters that billboard and online campaigns, marking 100 days before the start of the event, will feature a number of leading French Paralympic athletes with the tagline: “We aren’t missing anything, only you”.
“We want to say to everyone, French people first: it’s time to mobilise around the Paralympics,” said Julie Mathikine, brand director for Paris 2024.
“It’s a shock advertising campaign, to create a reaction, to make people understand and realise.”
Additionally, a marketing email arrived today which said: “After the Olympic Games, the celebrations will continue with just as much fervour for the Paralympic Games.
“Athletes from all over the globe have a date with destiny. They are in peak condition, well-practised and determined; all they need is their fans’ support, your support. You have 100 days to get ready for this event and celebrate the first-ever summer Paralympic Games to be hosted in France. We need you with us to make history!”
More than 200,000 tickets are priced at just €15 (£13/$16) and are still available for a range of sports.
While the organising committee is trying to boost slow sales, Michael Aloisio, deputy director general acknowledged that Paris 2024 was no different from the 2012 Games in London, which saw roughly 40% of Paralympic ticket sales occur after the end of the Olympics.
The Paris Olympic Games will run from July 26 to August 11.
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