FairFax Media

City2Surf, presented by Westpac, is the worlds largest Fun Run, bringing 80’000+ people together on the famous 14km from the Sydney CBD to Bondi Beach. Our strategy for 2019 was to bring a fresh voice to City2Surf, and dispel unrealistic and unattainable fitness stereotypes.

Inclusivity was our aim; to attract a wide spectrum of personas, from parents of newborns to heroes in their 70s, elite athletes to first timers.

Working with The Hatchery Co, we drove social conversation and created media moments by orchestrating an early bird run with key media and influencers of the health and fitness landscape, smashing the previous years registrations by 17%!