2024 – 2025
Invictus Games Vancouver Whistler 2025
The Invictus Games Vancouver Whistler 2025 (IG25) was more than just an international sporting event—it was a movement. A celebration of resilience, recovery, and the unconquered spirit of military service personnel. As a Digital Marketing Manager, I had the privilege of shaping how the world engaged with this extraordinary event, driving ticket sales, amplifying awareness, and building a digital experience that resonated.
Driving Digital Success at the Invictus Games Vancouver Whistler 2025
Crafting a Data-Driven Digital Strategy
With a $20,000 SEM budget and an additional $20,000 for testing and contingency, I spearheaded a paid marketing campaign across Google Ads, Meta, and programmatic platforms. The objective? To maximize ticket sales while ensuring strong return on ad spend (ROAS).
I developed audience-specific campaigns targeting:
- Sporting Event Enthusiasts – Those drawn to the thrill of competition.
- Adaptive Sports Fans – Engaging audiences passionate about para and adaptive sports.
- Local Vancouver/BC Residents – The home crowd, likely to attend in person.
- Veterans & Military Community – Those with a direct connection to the Invictus movement.
These efforts resulted in 37% of Opening Ceremony tickets selling out during the pre-sale period, a significant milestone in the event’s revenue goals.
Partnering with Ticketmaster & Influencers to Drive Sales
Collaboration was key. I worked closely with Ticketmaster, developing co-marketing strategies that leveraged: Search Engine Marketing (SEM) – Ensuring high visibility for IG25 ticket-related searches. Programmatic Ads – Targeted placements to maximize reach. CEN & Social Media Integration – Engaging audiences through multiple touchpoints.
Optimizing the IG25 Website for UX & SEO
A world-class event requires a world-class digital presence. I led SEO and technical enhancements for the IG25 website, ensuring:
- Faster page speed and mobile optimization for a seamless user experience.
- Schema markup for improved search visibility.
- Clear ticketing pathways to reduce friction in the user journey.
This wasn’t just about selling tickets; it was about telling a compelling story. I developed and managed key website content, including:
- Sporting Event Pages – Educating visitors on each adaptive sport.
- Veterans’ Support Hub – Providing resources for competitors and families.
- Merchandise E-Commerce Store – Featuring apparel and collectibles designed by First Nations artists.
Email Marketing That Drove Engagement & Sales
Email marketing proved to be one of the highest-converting channels. I built and managed segmented campaigns using Mailchimp, sending targeted content to:
- Newsletter subscribers – Event updates and exclusive insights.
- Pre-sale & ticket buyers – Early access and purchase reminders.
- Merchandise promotions – Driving post-purchase engagement.
With compelling copywriting and data-driven A/B testing, these campaigns consistently outperformed industry benchmarks in open and click-through rates.
Building the IG25 Merchandise Strategy
Beyond ticket sales, I played a key role in launching and promoting IG25’s official merchandise store. I developed a seasonal marketing push, which included:
- Rain gear & waterproof jackets – Tied to Vancouver’s winter weather.
- Pet merchandise (collars, bandanas) – A fun and engaging product line.
- Collectible lapel pins – Limited edition keepsakes to commemorate the event.
Strategic email and social media promotions ensured consistent traffic and conversions.
Key Takeaways & Achievements
- 37% of Opening Ceremony tickets sold during pre-sale.
- Optimized website UX & SEO, increasing organic traffic and conversions.
- Led high-performing paid campaigns across Google, Meta, and programmatic ads.
- Executed a high-impact influencer marketing strategy, boosting engagement and ticket sales.
- Developed and marketed the IG25 merchandise store, aligning with First Nations branding.
- Built a strong data reporting system, consolidating insights across GA4, Google Ads, and Ticketmaster.
Final Thoughts
The Invictus Games Vancouver Whistler 2025 was a defining project—one that blended data, creativity, and community engagement to deliver a meaningful digital experience.
More than just marketing, it was about building connections, sharing stories, and ensuring that the Invictus spirit reached as many people as possible.
Got a project that needs a strategic digital marketing approach? Let’s connect!