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Royal Parks Half Marathon

Client Objective

To raise awareness of the Royal Parks Foundation Half Marathon and to drive sign-ups via charity and corporate places, as well as to highlight the amount raised for good causes via the event and the environmentally friendly credentials of the race.

Originality and Creativity

We started working with the Royal Parks team in May, and with the event not taking place until October, we needed a constant stream of creative ideas to generate ongoing coverage. We worked with all of the RPFHM partners and the charities to uncover new angles and stories to take to media and used the highly sought after media places available to negotiate pre and post event coverage with all participating journalists.

Strategy and Implementation

We engaged with all London and national press to invite media runners to take part in exchange for coverage. Celebrities were also invited to take part in exchange for being involved in media interviews and photo calls. Interviews were lined up with RPFHM representatives, case studies were placed, and the announcement of a new route for the race was utilised to secure extensive coverage.

Results and Evaluation

Over 40 journalists took part in the race, from outlets including The Guardian Running Blog, The Independent, The Times, Mail Online, Sport magazine, Daily Mirror, Runners World and Men’s Fitness. Broadcast coverage of the event across race weekend included LBC, Heart FM, Capital Radio, TalkSport and ITV London and pictures from the event appeared across the national press the next day. The RPFHM team said of our performance that we were ‘the best PR team’ they had ever experienced in the eight year history of the race.

Featured publications

  • Daily Mirror
  • Evening standard
  • Guardian online
  • itv news
  • The city magazine
    Mail online
  • Men's Fitness
  • Sport Magazine
  • talksport
  • The Daily Telegpraph
  • The Independent
    The Independent
  • Times