The International Skating Union (ISU) has been nominated as a finalist for a social media strategy award for its #UpAgain marketing campaign.
Having created this campaign with marketing agency Redtorch, it has now made the shortlist for The Drum Social Buzz Awards in the Best Travel/Leisure/Sports Social Media Strategy/Campaign category.
The winner of this award is due to be announced on November 12.
Launching #UpAgain in November 2019, it aimed to engage and attract fans across all four skating disciplines outside and during event time.
This campaign included messaging and inspiring athlete stories as well as user-generated content and fan competitions.
This strategy continued through the COVID-19 pandemic, which saw events cancelled, but also made it more important for the strategy to help its community through lockdowns worldwide.
We all fall. We all face challenges. But to be the very best we can be, we get #UpAgain— ISU Figure Skating (@ISU_Figure) November 21, 2019
This season, we’re telling the stories of inspirational skaters from across the disciplines and around the world who’ve done exactly that... pic.twitter.com/qEJqkUtGUQ
"It has been a challenging year for everyone, difficult but necessary decisions had to be made, which led to the cancellation of several ISU events," said ISU President Jan Dijkema.
"It was important to find creative ways to show that we stand united as a community and #UpAgain is a simple message that everyone can relate to and get involved in.
"We are proud to be nominated as a finalist for The Drum Social Buzz Awards and hope the campaign gets the full recognition it deserves."
The campaign was adapted and a programme of content was created and designed to help the skating community physically, mentally and emotionally.
"It's very exciting that #UpAgain is a finalist of The Drum Awards," added Redtorch chief executive Jonny Murch.
"The campaign continues to unite the ice skating community and has huge potential to help grow the sport as we build towards the Beijing 2022 Winter Olympics."