Seat Unique’s Who Knew? campaign has been shortlisted for Campaign of the Year at The Ticketing Business Awards 2026.

The nomination recognises Seat Unique’s standout brand campaign, launched with a hero film starring investor Jack Whitehall alongside a lineup of high-profile ambassadors. The campaign set out to spark a national conversation around premium live experiences, shifting perceptions away from exclusivity and towards accessibility, excitement and emotional connection.

Beyond the launch film, Who Knew? showcased the strength of Seat Unique’s athlete-led distribution model. With more than 150 elite athletes, investors and brand partners amplifying the content, the campaign reached a combined audience of over 200 million followers, including first-time engagers and younger audiences discovering Seat Unique for the first time.

In its first month alone, the campaign generated 13M+ video views and drove a 17.7% increase in direct brand searches, demonstrating strong audience engagement and increased brand consideration.

By mobilising partners and athletes as authentic brand advocates, Seat Unique combined cultural relevance with trusted voices to help shift perceptions and prove that extraordinary live experiences don’t have to feel out of reach.

Victoria Oakley, Director of Fan Experiences at Seat Unique, said:

“We’re incredibly proud to see Who Knew? shortlisted for Campaign of the Year.

From the beginning, the ambition was to change the conversation around premium live experiences. There’s still a perception that ‘premium’ means exclusive or unattainable and we wanted to challenge that in a way that felt bold, entertaining and culturally relevant.

Working with Jack, our ambassadors and our wider network of trusted advocates allowed us to tell that story with real authenticity. The power of our network is unique, and this campaign showed how mobilising genuine advocates can drive both scale and meaningful impact.

This recognition is a testament to the creativity of our team and the strength of our partnerships - congratulations to all the finalists.”

Since 2016, TheTicketingBusiness Awards have celebrated leadership, innovation and achievement across sports, performing arts, music, cinema, live entertainment and visitor attractions.

Seat Unique looks forward to celebrating alongside the industry’s best when the winners are announced on Tuesday 28 April in Manchester.