The Cloudventure is On’s first trail running shoe. We wanted a PR launch that would allow the invited guests to slip straight into their new shoes to put them through their paces. From the first ‘Save the date’ notification to the runnings on the day – we handled every detail.
We opted for a Breakfast Briefing – to minimise time out of the office – at a venue that would allow easy access to the stunning trails of Richmond Park. Petersham Nurseries in Richmond upon Thames is a short train journey from Central London. The sandy floor of the beautiful teahouse, bedecked in flowers, plants and foliage – provided an apt backdrop for the trail shoes.
We designed the event to maximise attendance from journalists, bloggers and influencers. We kept to a tight schedule, chose an accessible location, took the hassle out of travel arrangements and selected a venue with quirky appeal.
Three speed groups ‘Gentle jog, ‘Pick up the pace’ and ‘Stride out’ were joined by special guests, On athletes, Ben Allen, Australian pro triathlete – XTERRA World Champion and Xterra triathlete Jacqui Slack, ensured an inclusive event.
The attendees feasted on yoghurt, granola, fresh fruit, scrambled eggs, bacon, toast, coffee, tea and apple juice whilst On founder Casper Coppetti delivered a welcome presentation. He recapped the On brand story and shared details about the new shoe. Olly Laws, On’s UK Sales Manager spoke of the importance to On of in-store customer service and its selective distribution strategy.
Goodie bags with Swiss Chocolate, an On T-shirt and other treats from the On team were distributed.
The formula we devised for this launch provided a perfect platform for the shoe’s UK launch. We secured a great attendance of the UK press, which included representatives from top publications: Men’s & Women’s Running, Runners World, The Guardian, Run 247, Trek & Running and SPORT amongst others. Bloggers including Dreams & Dumbbells, Daydreaming by Daisy, Healthy Jon, Any xcuse and GetfitDaly joined the line up. A flurry of social media activity – 73.9k views – surrounded the event as attendees shared their eagerness and enthusiasm for the Cloudventure on their social platforms.
We started working with On in 2011. At the time we worked successfully to launch On running shoes into the UK market. On, based in Zurich, Switzerland continues to grow apace. The On running shoe is distributed in more than 25 countries in Europe, the US and Asia-Pacific. We have a long-term partnership with On to establish their products in the UK.
We handle all UK PR media relations for On and manage a product seeding programme. One-off tasks have included event sponsorship at The London Duathlon & Richmond Park Marathon and exhibition presence at TCR, The London Marathon Expo, The London Running Show & The London Triathlon Expo. We organised the athlete and team sponsorship programme in the UK and developed promotional initiatives for retailers.
For more information www.on-running.com