April 20th, 2019

Client: City2Surf

The Sun-Herald City2Surf presented by Westpac is the World’s Largest Fun Run, bringing 80,000+ people together from all walks of life. Participants run, jog, walk or stroll the famous 14km course from Sydney CBD to Bondi Beach. The race has raised over $40 million for charity since 2008, when the fundraising tally was first recorded.

This year our strategy will bring a fresh voice to the City2Surf
and break through some of the aspirational and unattainable characteristics the fitness category has come to be associated with in recent years. The City2Surf was created to be enjoyed by everyone! From parents with newborns in prams, to heroes in their 70s and 80s, elite athletes, first timers and everyone in between. We’re going to celebrate the inclusivity of the World’s Largest Fun Run, because we know the event’s a lot more fun – when everyone’s invited!

This year we started driving the conversation from Day 1, driving hype and conversation from the first day tickets were available. Working in conjunction with The Hatchery Co, we drove social conversation and created a media moment by orchestrating an early bird run with key media and influencers in the health, fitness and lifestyle space. The shareable moment saw us smash previous years registrations on day one by 17%.

We launched the world’s
largest fun run

THE RESULTS

Launch reach of 141,213,155
Registrations up 17% year-on-year

Secured 45 x Influencer attendees (no fee)

5 x editorial stories captured for Fairfax -efficiencies for editorial team

59 social posts (total)

ROI 225:1