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On Your Marks Events

Santa Run and Bicester Triathlon

Summary
On Your Marks Events Ltd is a growing company based in Northamptonshire that organises mass participation sports events, founded by former teacher and Team GB athlete, John Tanton.

The company organises 12 triathlon, duathlon, cycling and running events on an annual basis and is continuously extending its event portfolio.

Objectives

  • To raise awareness of a Santa Run and Bicester Triathlon

  • Increase event entries

  • Promote MeningitisUK as charity partner for all On Your Marks Events

 

The Challenge

Making On Your Marks Events stand out from the crowd at a time when media were inundated with stories relating to Christmas and New Year fitness regimes.

Strategy & Plan

To create news hooks and media events that would achieve cut-through in order to deliver media coverage ahead of the Santa Run and Bicester Triathlon. A strong photo opportunity was key to ensure success.

Santa Run

A fun photo call idea with the theme: Santas in training. This consisted of runners that had already signed-up for the event, dressed in Santa costumes whilst training on treadmills in the gym at Daventry Leisure Centre. The ‘Christmas Pudding Champion’ (who runners chase in a Christmas Pudding Dash), also made a welcome and colourful addition.

The contrast of runners in Santa costumes and a Christmas pudding costume, combined with regular gym goers working through their daily routine, not only made an excellent photo opportunity but also raised awareness of the event to the general public at Daventry Leisure Centre.

Content generated for PR was also posted to the client’s Facebook and Twitter pages.

Bicester Triathlon

To generate awareness of the Bicester Triathlon and to help drive entry numbers, a pre-event training session partnering with Bicester Community College to encourage young people to take-up the sport was organised for PR purposes.

To add to the appeal, former Olympic triathlete, Emma Davies, was recruited to lead the training session.

Pre-event broadcast interviews took place on BBC Radio Oxford for Emma and company founder, John Tanton. The MeningitisUK message was successfully communicated throughout.

All media coverage along with the training session was cross promoted via On Your Marks Events social media channels.

Results

Coverage achieved in all respective local newspapers. This included online coverage and video content for both the Santa Run and Bicester Triathlon featuring interviews with John Tanton and event partners.

BBC Radio Oxford conducted a live interview with John Tanton and Emma Davis for James Cannon’s drive time show ahead of the triathlon training session, which was then repeated in the lead-up to the event.

The same media followed-up and attended the Santa Run in December and Bicester Triathlon in March, further extending coverage.

 

Client Testimonial

PR has been an effective alternative to conventional magazine advertising and has raised awareness of our brand locally. Kelly has been particularly helpful with advice and guidance to us as a new business, which has been above the normal call of duty.”

John Tanton, Founder, On Your Marks Events