The Outdoor City Weekender 2017




Photography and Film

Live Event Reporting

Research and Evaluation

Celebrating Sheffield as top UK destination for outdoor enthusiasts. 



Appointed by Sheffield City Council's economic team, Creative Sheffield, Band of Birds were tasked to devise and run a campaign of promotion across press and social media channels to drive audiences and increase engagement for the 2017 Outdoor City Weekender. The three day festival included an inner-city mountain bike dual slalom (The Howard Street Dual), a gruelling seven hill road-bike race (The Magnificent Seven), the UK's biggest bouldering competition (The CWIF) and the Sheffield Adventure Film Festival (ShAFF). 

The result was securing carefully positioned media coverage in national and trade media and breaking all records for reach and engagement on social media which led to high number of audiences attending each core event.


We worked closely with internal teams, drawing upon research to identify target audiences for the weekend and related media outlets pertaining to each group. We coordinated a press trip including the itinerary and supply of photography to capture the amazing variety of sports on offer in the city and worked with the journalist to land an in-depth feature in the Guardian that communicated key messages about the Weekender, headline events and the wider initiative.  

Overall 88 pieces ran which mentioned Outdoor City events and 8 articles featured the Outdoor City Weekender specifically. We also secured coverage with international titles for the Climbing Works International Festival, helping to take the Outdoor City initiative to a global audience.

Digital Strategy

Executing a digital strategy that encompassed social promotion, follower engagement and the recruitment of a wide network of stakeholders from across all areas of the International Outdoor Industry, we were able to steer and increase traffic to the Outdoor City website.

Visits to the Outdoor City website grew by 175% compared to the same period the previous year and all social channels experienced record amounts of engagement and reach, placing the channels in an exciting position to further establish Sheffield as an Outdoor activities destination.

Supporting the Sheffield Adventure Film Festival, we managed to drive more visitors to the Festival and its fringe programme than ever before, working closely with sponsors and other stakeholders to ensure they were able to engage with audiences as they flocked to see world-class outdoor athletes as well as the latest adventure films.

Live Event Reporting

The Band of Birds team reported all events on the Weekender in real-time, capturing photographs and film of the events and pushing them to digital audiences as the action unfolded, drawing more audiences to the final of the Climbing Works International Festival than ever before.

Matt Bird

MattBirdDog, Sheffield, United Kingdom