The Brief.
Launch Castle to Coast, the UK’s only sportive triathlon, and drive entries for the inaugural event.
The innovative, non-competitive format was designed to break away from the obsession with time and racing, instead providing a relaxed, inclusive event that focuses on the adventure of the swim, bike and run.
The Response.
To maximise awareness we tracked the swim, bike, run route from Castle (Eton/Windsor) to Coast (Brighton) to create an impactful video to explain the unique nature of the event.
The video was deployed with the launch release and adapted for use across owned channels and paid social support.
We also invited endurance, fitness and regional media and influencers to take part in the event to create their own content and help push 2020 ticket sales.
The Results.
- 60+ pieces of coverage
- 9,000+ organic video views
- 250+ entrants signed up to the event, 20% greater than the year one target
- x4 Key media titles and x2 Endurance influencers signed up to tackle the challenge and cover the event
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