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How the power of the human impact story captures the national interest

Back Story

Tim Don is the British triathlete, ironman world champion and On brand ambassador whose world was turned upside down after being hit by a car while on his bike in the last days of training for the Kona ironman contest in 2017. He suffered a multiple of life-threatening injuries but his determination, incredible talent, positivity and sheer will to achieve the unthinkable, saw him comeback and run the Boston Marathon in April 2018. As one of Tim’s sponsors, On supported him on his recovery journey and created a powerful film which captured the hearts of the nation and beyond.

Action Plan

On approached Aspire to help tell Tim’s incredible comeback story to inspire athletes and followers of the brand, and to spread the word about this true sporting hero. Whilst staying close to our heritage core audience we also reached out beyond these contacts and took the tale to the mainstream news and lifestyle media. Along with targeted media releases and access to remarkable imagery from Tim’s recovery trail, the athlete himself was also available for interview, including an appearance at the London Marathon Expo ahead of the 2018 event and ‘Run to Switzerland’ event at the Swiss Embassy.

Powerful Return

Sure enough the incredible story Tim’s return to racing, coupled with his genuine, media friendly qualities as a brand ambassador, struck a cord with press and media beyond just those in the running and triathlon realm. National radio and newspapers picked up Tim’s story and ran with it, generating awareness of his journey to get to the Boston Marathon as well as creating a noise around the imminent release of a film, produced by Hungry Man, which told his story in greater detail. Alongside features in RunnersWorld and a range of triathlon publications, BBC national radio and the biggest selling mainstream news media in the UK – The Daily Telegraph, The Mail and The Sun – all covered the tale of Tim’s recovery and his ambition to run a marathon again.

Such a remarkable story of determination and desire to fulfil one’s life goals in the face of unimaginable adversity makes for a truly inspirational read and by making Tim and his story available to Aspire On were able to ensure a much wider audience were aware of his incredible achievements.

At A Glance – Tim Don Story Phase 1

  • Radio 2 Chris Evans Breakfast– reach 15.4 million listeners
  • The Telegraph Online – circulation 28,084,000
  • Daily Mail Online – circulation 186,093,324
  • The Sun – (Combined Print & Online) 2.8 million
  • com – total reach 140,000
  • Triradar – total reach 140,000
  • Red Bull – total reach 61,870
  • 220Triathlon – total reach 18,733

 

The Telegraph – view article

“‘How the fastest ever Ironman shook off a broken neck to keep on running’ article by Tome Morrissy- Swan – The Telegraph, 2 March 2018

"You MUST watch it. Essential viewing, fantastically produced" – TRI247

"On release film about Ironman pro Tim Don's remarkable recovery
from a fractured neck" – 220 Triathlon

"Tim defied the odds once more, winning at Ironman 70.30 Costa Rica. Amazing doesn't cover it." – Red Bull Bulletin

“At On, we take pride in sponsoring not just athletes, but their human spirit,” says Olivier Bernhard" - Triradar

"Swiss-based sportswear sponsors On, who immediately renewed his deal for another three years following the accident — had the utmost belief in an incredible recovery” – Daily Mail Online

“Being on that start line means everything. I’m racing for myself and my family.” – The Sun Online”

Aspire PR & Marketing handle all UK PR media relations, press events and a product seeding and review programme for On.

For more information www.on-running.com