The performance, which will take place at London’s Royal Albert Hall in September, takes place every five years and brings together more than 900 performers from different dance styles.
It is run by CCPR, an umbrella organisation that includes governing and representative sporting bodies such as The Football Association and the Ramblers.
CCPR appointed Imaginate in April 2010 following a creative-led pitch against five other consultancies. Imaginate was appointed because of its ability to capture the mood of the event in its creative work at the pitch stage, says CCPR business and membership development officer Richard Norman.
Norman says, ‘The event itself is 35 years old, so we wanted promotional material with a completely new and fresh perspective.’ This year’s event also coincides with CCPR’s 75th anniversary.
The initial flyer features a male dancer with movement lines that reflect the colour palette from the existing On Show logo. The promotional material will roll out from this week until the event takes place on 25 September.