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Bloomberg Square Mile Relay

The Brief:

Drive awareness and sales for the 10 mile relay race through the City of London. 

The Campaign:

The Bloomberg Square Mile relay  is part of a global series taking place in Shanghai, Singapore, Hong Kong, Dubai, Sydney and New York, and was celebrating its tenth anniversary in 2016.

We focused on generating earned media coverage in various channels to reach the target audience: running & fitness, business & finance and lifestyle media.  This took place well in advance of the registration deadline and delivered messages ad designed to inspire teams to want to take part.

A group of 10 journalists (that we knew to be keen runners) were recruited to run as a media team, enabling them to experience the event first-hand, leading to more in-depth and rich content.

During the race itself, we co-ordinated the distribution of content across traditional and social channels, including athlete interviews, event imagery and video.

Outcomes:

More than 20 pieces of earned media with a total reach of 23m

A sold-out event, with 1140 runners from 114 teams signing up

 

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