Inspiring people to sign up to a half marathon means standing out in a crowded event diary. Aspire made the most of the race venue at the Queen Elizabeth Olympic Park to bring together press, influencers and brand partners to spread the word about the event.
The Olympic feel-good factor
RunThrough has made a tremendous impact in recent years promoting active health in the UK and raising money for various charities by staging events at prestigious locations including Hampton Court Palace and Knebworth House.
When RunThrough announced its latest landmark half marathon at the Queen Elizabeth Olympic Park, it asked Aspire to capture people’s imagination, generate a buzz and ultimately drive event sales.
“Six years on from the London 2012 Olympic and Paralympic Games, there’s still something pretty magic about the Olympic Park.”
Focusing on world-class performance
To promote the event, Aspire welcomed a group of running media and key influencers to the Olympic Park. The group were invited to join a training session at the Olympic Park warm-up track and enjoy the inspiring setting used by elite athletes.
The launch provided access to experts and offered immediate take-aways in terms of performance delivered by a selection of Aspire’s brand partners.
Lewis Moses, a coach from New Levels, took the group on a run and offered tips on improving running results. Swiss sportswear brand On brought its latest, innovative shoe along for everyone to try-out and Innermost provided recovery shakes to ensure everyone was refuelled.
The event formed a key part of the activities to promote the half marathon and drive online ticket sales
Creating an Olympic buzz
Articles of media coverage in leading running magazines
Total reach from social media coverage of the launch event
Total media reach
A leap in ticket sales
Alongside established media such as Runner’s World, Women’s Running and Coach, a number of prominent running influencers enjoyed the experience and set about spreading the word to followers in the wider running community.
Many of the attendees signed up for the half marathon, and we provided take-away tips for a faster, more enjoyable event to ensure media exposure in the build-up and continued coverage on the day of the half marathon.
For some high-profile running influencers that couldn’t attend the training event we offered one-to-one sessions with Lewis, which were well received.
RunThrough’s new Olympic Park event was a sell-out thanks to our active day with media and influencers. It proves, once again, that movement really works when you want coverage for events taking place within a busy sporting calendar.
Find out more about the Olympic Park Half Marathon.