City2South 2015 Event Report

Fairfax Events I City2South Sunday 14 June 2015

EVENT REPORT 2015

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Contents 00

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01 Introduction

02 Our Audience

03 Charity

04 Partners

05 Health and Fitness Expo

06 Merchandise

07 Marketing Strategy

08 Media Partnerships

09 Website

10 Registration

11 Winners Results

12 Participant Survey

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THOUSANDS PUMP THE MUSIC AND POUND THE PAVEMENT AT CITY2SOUTH 6,000 enthusiastic runners participated alongside Westpac face and Queensland golden girl Rachael Finch in the third annual Brisbane Times City2South presented by Westpac, raising more than $75,000 for 550 charities around Australia. In 2015, the City2South kicked things up a gear with participants treated to a musical journey through the ages with live music and entertainment every step of the picturesque course along the Brisbane River. International DJ and Run Out Loud series headline act Hot Dub Time Machine was joined on course by Ministry of Sound DJs and local acts including the Brisbane Ukulele Society and the Rivercity Steel Band. Alastair Stevenson from Chelmer crossed the finish line first in the men’s 14km event in a time of 45:04. Daryl Crook from Redbank Plains came in second and Patrick Nispel from Annerley third with times of 45:15 and 45:24 respectively. The first female 14km finisher was Cassandra Fien from Amberley who ran a time of 47:18. Second and third was Tara Gorman from Daisy Hill and Kylie Simpson from Manly who closely followed with times of 50:53 and 52:00. In the shorter 5km course the men’s field was taken out by Jack Bruce from Auchenflower in a time of 15:55. Closely behind in second and third place was Grant Williams and Nicholas Stevenson with times of 17:48 and 19:02 respectively. Bec Owttrim from Bellmere was the first female across the line in the 5km event with a time of 19:30. In second place was Sara Parkinson from Bowen Hills with a time of 20:17 followed closely by Sienna Russell from Clontarf who finished in 20:31. Jason McGregor completed the challenging course in the elite wheelchair category finishing in 1:01:26. Today’s event was the first in the new Run Out Loud series which encourages participants to leave their headphones at home and experience the amazing atmosphere of the revitalised fitness and music festival. Fairfax Events General Manager Lisa Dowsett said: “The City2South was the first in our new Run Out Loud series and we’re thrilled that so many participants in Brisbane were able to experience firsthand just how electric the atmosphere is from the start line right through to the finish line. A huge thank you to all our volunteers and congratulations to everyone who participated today, we can’t wait to see you all again next year.”

01 Introduction &

Thanks


The Course

14km Course

The start for the 14km event is located on George St in Brisbane’s CBD. The course goes through the CBD, before crossing over the Victoria Bridge, towards the Queensland Performing Arts Centre. It then crosses over the Go Between Bridge, before heading west on Coronation drive for approx 2.5km. Passing through St Lucia and the beautiful campus of the University of QLD. It then crosses the Brisbane River for a third time over the Eleanor Schonell Bridge, running up Highgate Hill towards West end and finishing at Musgrave Park.


The Course

5km Course

The start for the 5km event is located on Brisbane Corso, Dutton Park, it then wraps underneath the Eleanor Schonnell Bridge, challenging runners up TJ Doyle Memorial Park Drive, before turning left onto Gladstone Rd and joining up with the 14km runners. The course then moves up Highgate Hill, before finishing in Musgrave Park in West End


The Finish

Finish map


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02 Our Audience

7%

25%

7%

7% 12%

9%

9%

7%

8%

9%

Top Suburbs

Ashgrove

Brisbane

Camp Hill

Caringdale

Coorparoo

Morningside

New Farm

St. Lucia

Toowong

West End

Overseas Entrants

ACT 0.26% NSW 0.02% NT 0.03% QLD 96.5%

SA 0.19% VIC 0.36% WA 0.17%

Interstate Entrants

0

5

10

15

20

25


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Our Audience

14km Entries by Age Division

5km Entries by Age Division

0

200

400

600

800

1000

00-12 13-15 16-19 20-29 30-39 40-49 50-59 60-69 70-79 80+

Male

Female

0

50

100

150

200

250

00-12 13-15 16-19 20-29 30-39 40-49 50-59 60-69 70-79 80+

Male

Female

14km Entrants: Starter/Finisher Comparison

Total Entrants 4728

Total Female Entrants 2593

Total Male Entrants 2135

Total Finishers 3898

Female Finishers 2124

Male Finishers 1774

5km Entrants: Starter/Finisher Comparison

Total Entrants 1191

Total Female Entrants 783

Total Male Entrants 408

Total Finishers 851

Female Finishers 567

Male Finishers 284


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Our Audience

14km

5km

45%

55%

Male

Female

34%

66%

Male

Female


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03 Charity

Charity Program

Online Fundraising Platform everydayhero (EDH) was appointed to create a personalised, web-based fundraising system for the event. The online system was promoted to all participants as the easiest way to raise money. The system was used to calculate the total amount of money raised across all charity organisations. The online fundraising system was accessed directly from the event website through the Funds Raised tally, where participants were directed to the event microsite on everydayhero. The platform has the following features; Allowed participants to choose their favourite charity, then create and personalise their own fundraising website page Participants each had a unique website link which they could send onto their friends and family to seek sponsorship The participants’ fundraising page had a fundraising tally, and a personalised target. Participants’ could create their own blog to update friends on their progress. If a participants’ favourite charity did not appear on the website, they could request it to be added. everydayhero would then sign up the charity. The City2South provided entrants with the option of a one-off donation or to enquire about fundraising for one of the charities listed in the entry process. In total this donation raised $9,451.75 for our selected charities. Upon combining this with all funds raised through everydayhero donation pages, $92,594.45 was raised. Gold Charity Program The Gold Charity Program encompasses two key components where charities can be featured during the registration process and opt to have Gold Charity runners represent their charity in the event. Each Gold Charity runner aims to raise $1,000.


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Charity

Fundraising Totals

Overall Total

The overall total funds raised for the City2South campaign was $92,594.45.

Online Fundraising Results

210 hero pages were created in this year’s event with 60% of those pages being active, to raise a total of $83,142.70 for 40 of the 569 registered charities.

The top fundraising charities were:

• beyondblue- $16,356.46

• RUOK?- $16,321.86

• Surf Life Saving Queensland- $9,740.92

• Make-A-Wish Australia- $7,928.93

• Starlight Children’s Foundation- $6,796.7

Collectively these charities raised a total of $57,144.87

One-off Donations Results

During the registration process entrants were given the chance to donate an amount of their choosing to a list of registered charities.

This year 523 participants donated a total of $9,451.75 funds upon registering.


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Charity

Top 5 Individual Fundraisers

Name Charity Amount Raised

Harrison Wheatley Starlight Children's Foundation $6,796.7

Sally Leedham Make-A-Wish Australia $3,918

Bev Mc Donald World Animal Protection $3,020.5

Sapphira Toh beyondblue $1,935.36

Jared Palu RUOK? $1,913.4

Top 5 Team Fundraisers

Team Name Charity Amount

Raised

Blood, Sweat and Craft Beers

RUOK? $15,192.61

Team beyondblue: City2South

beyondblue $10,332.21

Team Wish 2015 Make-A-Wish Australia $6,881.93

Team QBI Queensland Brain Institute (QBI), The University of Queensland

$4,750

Team CanTeen_City2South2015

CanTeen $4,021.84


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04 Partners

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Westpac Countdown Advertising Appeared in The Sun Herald (QLD only), Sunday May 3

The Sun Herald

Readership: * 766,000

City2South

Sources: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Nov 2014, ̂ ABC Audit, Sep 2014


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Westpac Countdown Advertising Appeared in The Sun Herald (QLD only), Sunday May 10

The Sun Herald


City2South



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Westpac City2South

Countdown Advertising Appeared in The Sun Herald (QLD only), Sunday May 17

The Sun Herald




28

Westpac City2South


The Sun Herald




29

Westpac City2South


The Sun Herald




30

Westpac City2South

Countdown Advertising Appeared in The Sun Herald (QLD only), Sunday June 7

The Sun Herald




31

Westpac City2South

Results Advertising Appeared in The Sun Herald (QLD only), Sunday June 14

The Sun Herald




32

Westpac City2South

Post Event Wrap Feature Appeared on brisbanetimes.com.au, Sunday June 14



33

Westpac City2South

Post Event Wrap Feature Appeared on dailymail.co.uk, Monday June 15



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Westpac City2South




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Westpac City2South




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Westpac City2South

Post Event Wrap Feature Appeared on brisbanetimes.com.au, Sunday June 14

Brisbane Times video and image gallery news story

(syndicated on SMH and WAToday websites):

http://media.brisbanetimes.com.au/video-news/video-qld-

news/city2south-attracts-6000-runners-6613143.html

http://www.brisbanetimes.com.au/photogallery/queensla

nd/2015-brisbane-times-city2south-presented-by-westpac-

20150614-ghnj8l.html?aggregate=&selectedImage=0


http://media.brisbanetimes.com.au/video-news/video-qld-news/city2south-attracts-6000-runners-6613143.html
















http://www.brisbanetimes.com.au/photogallery/queensland/2015-brisbane-times-city2south-presented-by-westpac-20150614-ghnj8l.html?aggregate=&selectedImage=0



















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Westpac

6 Weeks To Go eDM: Westpac used the 6 weeks to go eDM to

promote their activities on event day and

inform runners of to share their journey

#YourRaceBrisbane

Sent: Sunday May 3

City2South


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Westpac

Health and Fitness Expo eDM: The Health and Fitness Expo eDM was used to inform

runners what they could expect to see at the expo,

including sponsor information

Sent: Friday May 29

City2South


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Westpac

2 Weeks To Go eDM: Westpac used the 2 weeks to go eDM to

remind runners of the activations on event

day including Westpac Warm Up, Cheer

Squad, Misting Tunnel and Chopper Dash

Sent: Sunday May 31

City2South


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Westpac

Solus eDM: The solus eDM was used to reward Westpac customers,

informing runners of the Westpac activations they could

expect to see during the event

Sent: Friday June 12

City2South


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Westpac

Here comes the Run eDM: This eDM was sent to inform runners some of

the entertainment and ambassadors who will

be part of City2South

Sent: Sunday April 28

City2South


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Westpac Entertainment Line Up eDM: The entertainment line up eDM

included mention of the entertainment

ambassadors that would be at

City2South, including what would take

place at each km on course

Sent: June 1

City2South


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Westpac City2South

Designated Westpac page Westpac Widget

Headband hero image

on homepage


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Westpac

Website Results

Web Banner

Date Added: 7/7/2014

Date Removed: 28/6/2015

Click Throughs: 10,038

City2South

Logo Partners Page Click Throughs: 508

Website Footer Click Throughs: 126

Results Page Footer Click Throughs: 38


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Medals Every finisher for the City2South received a

finishers medal . Elite winners also received a

trophy which included the Westpac logo. The

medal lanyard also included the Westpac logo

on it.

Westpac City2South


46

Westpac City2South

In Branch Poster


47

Westpac City2South

In Branch Poster


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Westpac City2South

Between the Flags eDM:

Sent: Friday June 5


49

Westpac City2South

Brisbanetimes.com.au

Sports page


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51


52


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adidas

Countdown Advertising Appeared in The Sun Herald (QLD only), Sunday April 5,

The Sun Herald


City2South

Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Jul 2014. #Audit Bureau of Circulations, ave total paid masthead sales (print/digital), June 2014.


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adidas

8 Weeks To GO eDM: Adidas used the 8 weeks to go eDM to

promote the Ultra Boost


City2South


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adidas

8 Weeks To GO eDM: Training plans were also included in

the 8 weeks to go eDM, giving

adidas additional coverage


City2South


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adidas

4 Weeks To Go eDM: Adidas used the 4 weeks to go eDM

to promote the Ultra Boost

Sent: Sunday May 17

City2South


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adidas

2 Weeks To Go eDM: Adidas used the 2 weeks to go eDM to

wish good luck to runners and promote

official merchandise

Sent: Sunday May 31

City2South


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adidas City2South


runners what they could expect to at the expo,


Sent: Friday May 29


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adidas

Results eDM: Adidas used the results eDM to

congratulate runners who completed

the City2South and encourage them

to share on their social media

channels

Sent: Sunday June 14

City2South


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adidas

Website Results

Web Banner



Click Throughs: 683

Results Page Web Banner



Click Throughs: 57




City2South


63

Countdown Advertising Appeared in The Sun Herald (QLD only), Sunday April 12,

The Sun Herald


City2South

Singapore Airlines



64

Countdown Advertising Appeared in The Sun Herald (QLD only), Sunday April 26

The Sun Herald


City2South

Singapore Airlines



65


The Sun Herald


City2South

Singapore Airlines



66


The Sun Herald


City2South

Singapore Airlines



67

City2South

Singapore Airlines

Kris Flyer special discount

offer eDM sent to 35,003: Refunds were given to those who had

already registered at full price


68

1 wk To Go eDM: Singapore Airlines used the 1 week to

go eDM to offer City2South participants

special airfares to 6 of their most

popular beach destinations in

Southeast Asia

Sent: Sunday June 7

City2South

Singapore Airlines


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Results eDM: Singapore Airlines used the results

eDM to offer participants a special

airfares to 7 of their most popular

beach destinations in Southeast Asia


City2South

Singapore Airlines


70

Singapore Airlines

Website Results

Web Banner



Click Throughs: 884




City2South


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72


73


The Sun Herald


City2South

BMW



74


The Sun Herald


City2South

BMW



75

8 wks To Go eDM: BMW used the 8 weeks to go eDM to

promote the ‘Go one better’ message at

City2South and inform runners of the BMW1

series launch


City2South

BMW


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4 wks To Go eDM: BMW used the 4 weeks to go eDM to

further promote the launch of the

BMW1 series and it’s 3 distinct looks on

offer

Sent: Sunday May 17

City2South

BMW


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3 wks To Go Solus eDM: BMW used the solus eDM to promote the

on course activation of The BMW Sprint,

which is a 1.1km race along Highgate Hill

Sent: Sunday May 26

City2South

BMW


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2 Weeks To Go eDM: BMW used the 2 weeks to go eDM to

inform runners of the BMW Sprint

along Highgate Hill and promote the

1 Series

Sent: Sunday May 31

City2South

BMW


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Results eDM: BMW used the results eDM to

congratulate the winner of the

City2South Sprint


City2South

BMW


80

BMW

Website Results

Home Page Web Banner



Click Throughs: 1012

Results Web Banner



Click Throughs: 25




City2South


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Image


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Rebel

3 Weeks To Go eDM: Rebel used the 3 weeks to go eDM to

encourage runners to get in store to

get all the latest gear for event day

Sent: Sunday May 24

City2South


84

Rebel City2South




Sent: Friday May 29


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Rebel 1 Week To Go eDM: Rebel used the 1 week to go eDM to

encourage runners to get in store for

all their race day needs

Sent: Sunday June 7

City2South


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Rebel City2South

Website Results

Web Banner



Click Throughs: 660



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Countdown Advertising Appeared in The Sun Herald (QLD only), Sunday April 19

The Sun Herald


City2South

Hydralyte



89

Hydralyte

6 wks To Go eDM: Hydralyte used the 6 weeks to

go eDM to inform runner to

hydrate on course and offer a

$10 voucher

Sent: Sunday May 3

City2South


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Hydralyte

3 wks To Go eDM: Hydralyte used the 3 weeks to

go eDM to inform runners of the

Hydralyte Sports product and

direct them to the course map

online

Sent: Sunday May 24

City2South


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Hydralyte City2South




Sent: Friday May 29


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Hydralyte City2South

Website Results

Web Banner



Click Throughs: 601

Hydralyte Page Voucher

Banner



Click Throughs: 68



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Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Jul 2014. #Audit Bureau of Circulations, ave total paid masthead sales (print/digital), June 2014.


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Four Points

8 Weeks To Go eDM: Four Points used the 8 weeks to go

eDM to promote the hotels rates and

inform runners of the location, right in

the heart of the CBD


City2South


95

Four Points

4 wks To Go eDM: Four Points used the 8 weeks to

go eDM to promote the hotels

rates and inform runners of the

location, right in the heart of the

CBD

Sent: Sunday May 17

City2South


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Four Points

2 wks To Go eDM: Four Points used the 8 weeks to

go eDM to promote the hotels

rates and inform runners of the

location, right in the heart of the

CBD

Sent: Sunday May 31

City2South


97

Four Points City2South

Website Results

Web Banner



Click Throughs: 1,531

Home Page Footer Banner


Click Throughs: 5



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Countdown Advertising Appeared in The Sun Herald (QLD only), Sunday June 7

The Sun Herald


City2South

Go Via



99

Go Via 3 wks To Go eDM:

Sent: Sunday May 24

Click Throughs: TBC

City2South


100

Go Via City2South

Website Results

Web Banner



Click Throughs: 564



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ORIX 3 wks To Go eDM:

Sent: Sunday May 24

Click Throughs: TBC

City2South


102

ORIX City2South

Website Results

Web Banner



Click Throughs: 612



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Constant City2South

Website Results

Web Banner



Click Throughs: 549



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Sponsor One Liners The below one liners were read out at the start by the event MC

START

As the presenting partner, Westpac is proud to continue its support of the Brisbane Times City2South 2015 Join Westpac Ambassador Rachel Finch in the Westpac warm up at the start line! Cool down on course with the Westpac Misting Tunnel and get refreshed for the rest of the race!

BMW would like to wish all competitors good luck today in the BMW Sprint. Remember – if you’re the fastest up Highgate Hill, you could win a BMW Driving Experience and a brand new BMW 1 Series for a week. Get ready to Go One Better.

Fly Through Singapore, Fast-Forward to the World, with Singapore Airlines - celebrating Singapore's 50th birthday this year. Singapore Airlines. A great way to fly

Energy takes over with adidas Boost technology. Boost your run with adidas

Rebel wishes all runners the best of luck in today’s City2South We hope you are in the zone and ready to run!

Lemon Lime flavoured Hydralyte Sports will be available in the orange branded cups at all aid stations- be sure to pick one up & remain hydrated during the race.

Style and Comfort Guaranteed at the Four Points by Sheraton Brisbane

An ORIX Novated Lease can save you thousands of dollars on both the purchase and running costs of your new vehicle. ORIX: Simply Smarter Leasing

The event has been made possible thanks to the go via network, giving safe access to the participants along the Go Between Bridge.


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Sponsor One Liners The below one liners were read out at the start by the event MC

FINISH

Westpac congratulates all participants on finishing the 2015 City2South. Your Race, your way. Westpac customers, come and join the after party in the Westpac Red Zone

Congratulations on finishing the 2015 City2South! Don’t forget to check how you went in the BMW Sprint, you may be the lucky winner of a BMW Driving Experience and a brand new BMW 1 Series for a week!

Fly Through Singapore, Fast-Forward to the World, with Singapore Airlines - celebrating Singapore's 50th birthday this year. Singapore Airlines. A great way to fly

Energy takes over with adidas Boost technology. Boost your run with adidas.

rebel wants to congratulate all who ran today, whether achieving a personal best or running just for fun! rebel’s the place where you will find all your training and fitness needs. Be sure to stop by and pick up your official merchandise at the rebel Marquee

Be sure to pick up a cup of Hydralyte Sports from the Hydralyte crew under their marquees- replace that lost fluid and electrolytes without the excess sugar.

Style and Comfort Guaranteed at the Four Points by Sheraton Brisbane

An ORIX Novated Lease can save you thousands of dollars on both the purchase and running costs of your new vehicle. ORIX: Simply Smarter Leasing

For an easier and more convenient way to make better connections use the go via network.


The HEALTH AND FITNESS EXPO for the Brisbane Times City2South presented by Westpac is returning to the Brisbane at the BCEC 12th-13th June 2015. Forming a major part of the event weekend, the Expo provides our visitors with vital products and information, delivering and engaging pre event experience and the opportunity for you to interact with the participants. Admission to the Expo is free. 5,000 Participants must attend the event to collect their race packs, giving you guaranteed traffic. Friends, family and sporting enthusiasts also attend over the 2 day event.

HEALTH AND FITNESS EXPO

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EXHIBITING BENEFITS

Benefits of being a part of the Expo Include: • Engage with over 5,000 participants at the

Expo • Sell to a sport fanatic audience – allowing

them to touch, test and buy. • Build Brand Awareness • Advertising opportunity throughout the

website and social media • Experiential activation opportunity – create

a lasting impression • Build your database • Build trusting relationships with your brand

and create word of mouth • Conduct market research • Align your brand with Fairfax Events


INVESTMENT

As an Exhibitor at The Brisbane Times City2South Expo presented by Westpac, the below options are available: • 3x3m Stand = $1,620 + GST • 4x3m Stand = $2,160 + GST • 6x3m Stand = $3,240 + GST • 9x3m Stand = $4,860 + GST • 6x6m Stand = $6,480 + GST Package Inclusions: Shell Scheme – White melamine walling, lighting, flooring, power and a fascia name board.

Marketing Support – Package includes marketing support: Pre Expo eDM inclusion to database, Website Listing, facebook competition post.


FLOORPLAN


EXHIBITORS


CONTACT US

Jamie Butler-Underwood

Sales & Operations Manager

0421 076 871 [email protected]


06 Merchandise


114

Merchandise

The Official event merchandise

for the 2015 City2South consisted

of the men's Supernova short

sleeved tee in white with solar red

and grey detailing and a

women’s supernova fit tank in

night flash with flash pink and

white detailing. Overall the

women’s fit tank sold better than

the men’s tee.

Also available for purchase was

the unisex running cap in white.


115

Merchandise

Volunteer/Marshal/Event Crew Tees

Herald Harrier Singlets

Volunteers, marshals and event crew were again decked out in bright red and yellow shirts to ensure

they were easily identifiable while on course.

This year ‘s men’s Harriers singlet was black with hi res white stripes and the women’s singlet matched

the official event merchandise with the supernova fit tank in night flash with flash pink detailing .


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Merchandise

PR Stunt

A free BEATCamp training session was held in Queen Steet Mall on Monday, May 4, 2015 where two

mannequins were positioned on stage displaying the official event merchandise.


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Merchandise

eDM’s Official Merchandise was also the hero story

in the 3 Week to Go Countdown eDM:

3 Weeks to Go

Sent date: May 24

eDM’s

A web banner was

included on the

following

Countdown eDM’s:

6 Weeks to Go

Sent date: May 3


119

Merchandise

Merchandise was also featured in countdown

eDMs which were targeted at those in our

corporate team program. As shown in the

images form the 5 weeks to go eDM


07 Marketing

Strategy

120

Overview

The Brisbane Times City2South presented by Westpac returned for its third year in 2015. The campaign was re-branded as part of the new Run Out Loud Fitness & Music Series marketing campaign focusing on the new entertainment element of the event.

An integrated 18 week marketing campaign was launched on Feb 2nd, comprising print, online, radio, tv, social media, EDMs, outdoor and partner databases including sponsors, charities, Fairfax partnerships and local groups

Objectives

Communicate new music and on course entertainment offering as part of the Run Out Loud strategy in order to:

• Drive increased entries to new users

• Increase consumer satisfaction and year on year customer retention

• Drive charity donations to support the community

• Communicate a proposition that cements the events as a national series.

Key Message

This year, the Brisbane Times City2South presented by Westpac is amping up. Leave your headphones at

home because we’re providing the tunes every step of the way.

Pound the pavement and pump up the volume with live entertainment including international DJ Hot Dub

Time Machine, at one of Brisbane’s favourite fun runs. Join us as we raise funds for over 550 charities.


121

Campaign

Positioning

The Run Out Loud series promotes fun, family friendly, community events that are inclusive for everyone.

Run Out Loud creates a shared running and music experience for participants that will resonate with them

throughout the entire course....

The highest quality running events that offer the best music and on course entertainment to carry you through

from start to finish.

Target Market

3 biggest motivators to race: 1. Challenge Myself, 2. Get fit, 3. Improve my time

Biggest driver of satisfaction post race: 1.The atmosphere, 2. Friendly Vibe

Primary audience

• Active minded, healthy lifestyle lovers that are looking for a fun, community experience to be part of

• Personally motivational and use the events as a platform to support and motivate them to achieve their goals

• Women, families and team entries

Secondary audience

• People that are already doing our events like to run

• Those who are already aware of the event, in training and participate each year

• Weekend warriors, sports lovers & members of run, fitness & sports clubs who love the thrill of event day

Logos & icons


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Communications Strategy

18 WEEKS OUT 12 WEEKS OUT POST EVENT

• Social media content

• EDMs to QLD database

• Advertising across the

Fairfax print & digital

network

• Editorial and PR

• Large scale print

campaign in SMH

and Sun-Herald

(QLD)

• Social media &

digital paid

advertising

• Countdown EDMs

to participants

• Advertising across

Regional Fairfax print

network

• Outdoor advertising

• Media partner

promotions

• Partner database

integration

• Event images & video

Key dates Special Launch Price - Entries now open (2014 event - Apr 10) Early Bird Price – Early Bird available (Apr 11 - Apr 29) Standard Entry Price – Enter now (Apr 30 - Jun 11) Late Entry Price – Last chance to enter (Jun 12 - Jun 13) City2South (Jun 14) Thank you and post-event wrap-up (Jun 15)


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Communication Plan

The event creative was re-designed to support the Run Out Loud brand campaign. This creative is strong and offers to a mass market, striking and colorful graphics were used to produce a contemporary look and feel.

All creative and press advertisements were designed by the Fairfax Media art studio.

PLATFORM REACH VALUE

PRESS 2,673,640 $687,961

PR 1,400,000 $121,830

SOCIAL AMBASSADORS 300,000

DIGITAL 869,000

SOCIAL 16,693,819 $20,000

E-NEWSLETTERS 160,972

PARTNERS 539,400

MEDIA PARTNERS 5,247,565 $190,000

TOTAL 27,884,396


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Run Out Loud Launch The launch of the Run Out Loud (ROL) Fitness and Music festival was executed over a 2 day period. The confirmed activity utilised various promotional channels across the Fairfax network and additional external

platforms to ensure maximum impact and national reach.

Run Out Loud Launch (April 18-19)

Website Press Digital Social Media

eDM Newsagency PR


125

Image


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Launch Wrap The Sun-Herald (QLD) – April 19 Readership – 661,000*

Note: *QLD & NSW combined, Source: Fairfax Media Adcentre; emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending June 2015 | Nielsen Online Ratings June 2015.


127

Press The Brisbane Times City2South presented by Westpac was promoted extensively in The Sydney Morning Herald and The Sun-Herald (South-East QLD), nationally through the Australian Financial Review and reached regionals via the Fairfax community network.

The press advertisements featured the new Run Out Loud branding and integrated a running spin on music headlines to convey the offer of entertainment on course. The imagery used encapsulates the essence of the new run out loud fitness ad music festival with hero images featuring fun action shots of previous participants

The Sun-Herald (QLD edition) – Readership: 812,000

Launch wrap: 19 Apr

House ads: 5 Apr – 7 Jun

Full page weekly countdowns : 5 Apr – 7 Jun

Post Race full page ad: 19 Jun

Sydney Morning Herald- Readership: 785,000

House ads: 31 March – 13 Jun

Australian Financial Review-Readership: 1,007,000

Beaudesert Times- Readership: 11,600

Jimboomba Times - Readership: 37,000

Redland City Bulletin - Readership: 21,040

House ads: May - June

Total: - Reach: 2,673,640. Value: $687,961


128

Press The Sydney Morning Herald, March 31, 2015

The Sydney Morning Herald, April 20, 2015


129

Press

The Sydney Morning Herald, June 9, 2015

Regional Press Competition, 2015

Competition in Fairfax Regional Publications: o Beaudesert Times o Fassifern Guardian o Goondiwindi Argus o High Country Herald o Inglewood/Texas-McIntyre Gazette o Jimboomba Times o Longreach Leader o Moreton Border News o North West Country o North West Star o Northern Services Courier o North QLD Register - AG o QLD Country Life - AG o Redland Times


130

Press

The Sun-Herald, June 7, 2015

The Australian Financial Review, June 12, 2015


131

Countdown Advertising The Brisbane Times City2South presented by Westpac published full page countdown press ads in the Sun-Herald South-East QLD edition for a twelve week period.


132

Countdown Advertising


133

Countdown Advertising


134

Press Schedule DATE NEWSPAPER SIZE SECTION VALUE

31-Mar-15 The Sydney Morning Herald 1/4 page strip Sports $7,646.32

31-Mar-15 The Sydney Morning Herald 1/4 page strip Sports $7,646.32

05-Apr-15 The Sun-Herald Full Page Form Guide $46,336.00

08-Apr-15 The Sydney Morning Herald 1/4 page strip Sports $7,646.32






26-Apr-15 The Sun-Herald Full Page XTRA $46,336.00


03-May-15 The Sun-Herald Full Page Form Guide $46,336.00

07-May-15 The Sydney Morning Herald 1/4 page strip Sports $7,646.32




17-May-15 The Sun-Herald Full Page World News $46,336.00

21-May-15 The Sydney Morning Herald 1/4 page strip EGN $17,688.00



04-Jun-15 The Sydney Morning Herald 1/4 page strip Business $7,646.32

07-Jun-15 The Sun-Herald Full Page XTRA $46,336.00

07-Jun-15 The Sun-Herald Full Page Form Guide $46,336.00

08-Jun-15 The Sydney Morning Herald 1/4 page strip Sports $7,646.32

09-Jun-15 The Sydney Morning Herald 1/4 page strip Sports $7,646.32

12-Jun-15 The Australian Financial Review Full Page Life and Leisure $21,377.40

19-Jun-15 The Sydney Morning Herald Full Page EGN $39,798.00

TOTAL $687,961.56


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Image


136

PR – Media Coverage Through interviews and creative photo opportunities in the lead up to the event widespread media coverage utilising ambassadors, music and entertainment acts, social influencers, elite entrants, charity entrants and interesting race participants. Media stories were generated across partner publication, Brisbane Times, as well as radio interviews and TV pieces with Seven News Brisbane. Brisbane Times also produced two videos that were published on their website - once after the launch stunt and once post event. These videos were also shared across Fairfax social channels. • Online : 12 x articles & 2 x video stories on brisbanetimes.com.au • TV: 2 x pre-event and 1x post event • Radio: 3 x pre-event and 2 x post-event

Please note that media value was not measured for this event as the media monitoring account does not measure online values (all Brisbane Times articles have no noted value).

Total: - Reach: 1,400,000. Value: $121,830


137

Media Coverage


138

Media Coverage


139 139

Several social influencers were engaged to encourage registrations in the lead up to the run as well as promoting the event day experience post event. The combined social influencer post reach was more than 300,000 which is a fantastic result in a market like Brisbane. Posts were secured from media personalities and high profile athletes such as Sally Pearson who were involved in the launch stunt.

Total: Reach: 300,000

Social Media Ambassadors

Top Social ambassadors: Sally Pearson, athlete – 154K Base Body Babes - 470K Chontel Duncan -140K Liz Cantor -28K Mashd n Kutcher Tim Horan Rachel Finch


140

Digital The Brisbane Times City2South presented by Westpac was heavily promoted online, utilising the vast array of digital channels and high audience reach in the Fairfax network. Digital adverts received extensive exposure on brisbanetimes.com.au and also ran through the Fairfax digital network of 270 websites. These included homepage tiles, shoestring, sports page ties, homepage heroes and mobile.

brisbanetimes.com.au – Monthly unique audience: 869,000*

- Home page RHT: 18 Feb – 13 June

- Sport Page tile : 18 Feb – 13 June

- Display ads (Homepage hero web-tiles, sidebar tiles, & spotlight tiles): 18 Feb – 13 June

*Source: Nielsen Online Ratings | Hybrid | Surfing | Jul 2015.

Total: Reach: 869,000

Homepage Takeover: brisbanetimes.com.au – April 18


141

E-Newsletters E-newsletters were sent to the Fairfax Sport and QLD databases. A range of event key information, ambassadors, competitions, images & videos were used to engage existing customers throughout the 12 week campaign.

QLD Database – 9,000 subscribers

21 Dec – Pre-Xmas Entry Offer

30 Jan – Special Launch Offer

18 Mar – SLO Closing Soon

9 Apr – SLO Closes this Friday

18 Apr – ROL Launch

28 Apr – Last Chance Early Bird

1 May – BEATcamp

4 May – 48 Hour Flash Sale

27 May – Signup & Win + $10 off

1 Jun – Entertainment Announcement

10 June – Last Chance

Participant Database – 4,972 subscribers

19 April – 8 weeks to go

13 May – 6 weeks to go



29 May – Health & Fitness Expo


7 June – 1 week to go

9 June – Important info

14 June – Congratulations

Fairfax National Sport-eNews – 147,00 subscribers

24 Nov – New Year Challenge

13 Feb – Event news

30 Apr – Run Out Loud Launch

Total: - Reach: 160,972

ROL eDM– April 2015


142 142

WEEKS TO GO SEND DATE MAILING

LIST TOTAL TOTAL OPEN

RATE TOTAL OPEN

RATE % TOTAL CLICK THROUGHS

TOTAL CLICK THROUGH

8 WEEKS TO GO 19/04/15 4,972 2,818 67.02% 449 16.82%

VIDEO/ WEBSITE 96/ 34

ADIDAS TRAINING PLANS / ULTRA BOOST 156 / 24

COURSE 71

BMW 3

FOUR POINTS 16

iTAB 25

SMS RESULTS 8

STAY CONNECTED 12

6 WEEKS TO GO 3/05/15 4,972 1,831 59.11% 144 6.55%

BASE BODY BABES 27

iTABS 6

MERCHANDISE 57

FUNDRAISING 1

SMS RESULTS 5

WESTPAC 9

HYDRLYTE 11

WEBSITE/SOCIAL/TALENT 28

4 WEEKS TO GO 17/05/15 4,972 2,205 61.06% 191 8.94%

FUNDRAISING 22

FOUR POINTS 9

ADIDAS ULTRA BOOST 12

BASE BODY BABES 3

BMW 1

iTABS 2

MERCHANDISE 88

CORPORATE / TEAM MARQUEES 5

SMS RESULTS 9 WEBSITE / YOUTUBE/ SOCIAL 40

Participant database


143 143 143

Participant database WEEKS TO GO SEND DATE

MAILING LIST TOTAL

TOTAL OPEN RATE

TOTAL OPEN RATE %

TOTAL CLICK THROUGHS

TOTAL CLICK THROUGH

3 WEEKS TO GO 24/05/15 4,972 3,276 63.33% 343 10.65%

MERCHANDISE 200

REBEL 16

HYDRALYTE 0

GO VIA 6

FOUR POINTS 0

NOVA 4

TEAM MARQUEES 4

iTAB 5

SMS RESULTS 10

WEBSITE/ SOCIAL/ YOUTUBE 98

2 WEEKS TO GO 31/05/15 4,972 3,861 59.92% 753 19.47%

HEALTH & FITNESS EXPO 595

ENTERTAINMENT 38

MERCHANDISE 26

FOUR POINTS 12

ADIDAS RUNNING SHOES 8

WESTPAC 10

SINGAPORE AIRLINES 0

REBEL 0

ITAB / SMS RESULTS 10


1 WEEK TO GO 7/06/15 4,972 4,868 59.96% 964 18.72%

ENTRIES 167

HEALTH & FITNESS EXPO 106

MERCHANDISE 45

SINGAPORE AIRLINES 16

REBEL 17

7 NEWS 6

AIS 52

ITAB 9

SMS RESULTS 14


ROAD CLOSURES 357


144

Countdown eDM’s

8 weeks to go

6 weeks to go

4 weeks to go


145

Countdown eDM’s

3 weeks to go

2 weeks to go

1 weeks to go


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Image


147

Social Media Weekly organic and social media posts were executed through the new national Run Out Loud social page from April 14. A range of event key information, ambassadors, competitions, images & videos and paid adverts were used to drive the platforms. The SMH Half Marathon social channels were promoted through eDM communication, event website, media partners and sponsors to increase traffic, reach and awareness.

Organic reach - Average weekly total Reach : 10,742 - Total 18 week campaign reach: 193 ,371 Likes - Total increase in likes throughout the 18 week campaign: 27.54% (1438 likes)

-Facebook Audience

Facebook Audience

Total: Reach: 3,322,916

Handle: @runoutloud Likes: 50,309 Hashtag: #ROL


148

Social Media Handle: @runoutloud Likes: 50,309 Hashtag: #ROL


149

Social Media Handle: @runoutloud Likes: 50,309 Hashtag: #ROL


150

Social Media Facebook – Top posts


151

Social Media Instagram

Name: @runoutloudau Posts: 185 Followers: 1,766


152

Social Media YouTube

Name: Run Out Loud City2South Videos: 3 Views: 4,820


153

Social Media

Event Day Photo Activation On event day, Activedge Brand Promotions were engaged for a photo activation resulting in 747 photos being taken of participants, generating 4,655 on-site interactions, 1,540 Facebook, Twitter & Instagram posts, 28,428 post clicks and 7,278 active impressions.

Total Reach: 244,021


Paid Media A paid digital media campaign was executed for City2Sea using Facebook, programmatic display and a True View video campaign to promote awareness and encourage entries to the campaign.

Medium Clicks Impr. CTR Avg. CPC Spend Conversions Cost per

conversion

Facebook 20,827 1,447,268 1.44% $0.56 $11,588.48 447 $19.50

Video 7,848 100,694 7.79% $6.77 $995.71 NA NA

Facebook Video 814 78,329 1.04% $0.52 $420.00 4 $105

Programmatic 13,824 11,744,612 0.22% $0.51 $6,995.34 417 $16.78

Total 43,313 13,370,903 0.32% $0.46 $19,999.53 868 $23.04

Total: Reach: 13,370,903. Value: $20,000

Insights Facebook was the best medium to push entries to the event, while Programmatic delivered significant post view conversions (conversions that occur after a user has seen an ad but not clicked on it) with a considerably lower CTR.

Ad Creative


155

Image


156

Outdoor An extensive combination of outdoor avenues were utilised for event exposure in key locations during May, 2015.

Direct Mail

28,000 flyers, offering a $10 discount, were distributed to inner city Brisbane households that have a very high and

high recreational spend, including the top 10 participant suburbs from 2014. Target audience 25-54 years.

Letter Box Drop

55,000 flyers highlighting road closures and entry details delivered to local residents on the course route.

Flyers & Posters

• 5,000 flyers and 50 posters were distributed to key sporting stores, pools, gyms, café ect across Brisbane, Gold

Coast and Sunshine Coast.

• Selected Rebel stores were sent 2,000 flyers and 10 posters to promote the event to customers.

• 20,000 flyers were inserted in the Jimboomba Times

• 1,000 flyers and water bottles were handed out by promo staff in the city centre May 6 & 28.

• Flyers with $10 discount were handed out by promo staff from May 21 for 3 weeks. CBD promotion during the

week targeted city workers, with weekend mall activations at Garden City, Chermside, Indrapilly reached

families and relaxed shoppers.

GOA Outdoor

Large format outdoor digital screens created awareness for City2South at 2 prime locations - West End & Towong,

along with bonus promotion at Mount Gravatt East, Herston, Annerley, Enoggera

Outdoor Street Posters

• 100 x AO street posters promoted City2South

at prime outdoor locations including bus shelters

• 250 x A3 posters to city centre locations


157

May 17th – June 14th, 2015

20 x Street flags along Coronation Drive

35 x Pole Banners around George Street

Total: 55 Street Flags along with course promoting the

event from 4 weeks out.

Street Flags


158

Bridge And overpass banners were secured from Brisbane City Council to promote City2South at four prime

locations across Brisbane, each for a fortnight.

Road Banners

Bridges and Overpass Banners Dates

Mains Road, Sunnybank 17-31 May

Rokeby Terrace, Taringa 25 May - 7 June

Bedivere Street, Carindale 1-14 June

Story Bridge, Kangaroo Point 1-14 June


159

Runners Guide


160

Partner Databases

Various partners were engaged to promote the events to their databases and social channels with special offer discount codes. Brisbane Times Facebook: 78,391 The Brisbane Times Facebook page also supported the campaign posting key messages, promoting posts and with giveaways.

Fairfax Sport & Fitness Newsletter : 70,000 national

24 Apr: Run Out Loud Launch

29 Apr: Early Bird Entries Closing

Fairfax Lifestyle Newsletter : 36,000 national

17 Mar: Special Launch Offer


Brisbane Times Member Newsletter: 90,000

17 Mar: Special Launch Offer


Good Food Month Brisbane

27 May: Social media posts with offer to database

Brisbane Festival: 111,200

May & Jun: Social media supporting price breaks

Total: - Reach: 539,400

T


161

Partner Databases

Snap Fitness: 10,000

17 May – 13 June: TVC on gym screens & social

media posts

Brisbane Fitness Expo: 12,000

Jun: Facebook posts with complimentary tickets

PCRG (Pat Carroll Run Group)

30 Apr – 13 June: Social media posts

University of QLD: 100,800

5 May: Social media posts with offer to database & 1

x staff newsletter

UQ Sport: 7,000

5 May: Social media posts with offer to database

Sunshine Coast Marathon: 24,000

5 May – 7 June: Social media posts & EDM with offer

to database

Gold Coast Marathon

-Social media posts with offer to database


162

Image


163

Channel 7– TV: 3,400,000, Social, 14,000 Advertising across the Channel 7 and 7two QLD region Social media promotion across social media channels and EDMs Content integration across primary and digital channels Live cross from City2South start/finish line

NOVA – Radio: 974,000, Online: 200,000, Social: 248,799 CSA advertising across Nova 106.9 Live credit lines and event pointers Inclusion on novafm.com.au What’s On page In-program support integrating City2South into morning or drive program Ambassadors to run in event and use for l PR opportunities to promote City2South. Promotion across social media channels channels and EDMs

4BC – Radio: 108,000, Online: 268,561, Social: 6600 CSA advertising across Nova 106.9 and Smooth FM Live credit lines and event pointers Inclusion on 4bc.com.au What’s On page Promotion across social media channels channels and EDMs

R4YL - Print: 17,000, Online: 805 subscribers, Social: 9800 Full page advert and editorial promoting the event Social media & database promotions, listing on website Competition to win entries Social media coverage of the event Free magazines distributed at the event expo Editorial coverage post event

08 Media Partners

Total: - Reach: 5,247,565 Value: $190, 0000

Key partnerships were created with Channel 7, NOVA 106.9, 4BC and R4YL magazine.

http://novafm.com.au/

http://4bc.com.au/


164

Image


09 Website

165


166

Website

Overview of Visit Statistics

Total Page Views

Top Pages Viewed


167

Website Visits Overview

Sessions by Device

Sessions by Browser


168

Website Engagement Statistics

New Visitors V’s Returning Visitors Visitors by Location


10 Registrations

Pricing Structure

Start Groups

Seeded: This Start Group is for athletes who aim to gain a place in the top 30. Preferred: This Start Group is for athletes who will complete the course in a qualifying time of sub 55mins (men) and sub 60mins (women). Brisbane Times Red Start: This Start Group is for athletes who will complete the course in a qualifying time of sub 75mins Green Start: This Start Group is the first open group with no qualifying time required. People wishing to run or jog the length of the course but have no prior race time are encouraged to enter into this group. Blue Start: This Start Group is for any runners and joggers. There is no qualifying time required for this start group. Westpac Yellow Start: Back of the pack - joggers, walkers, fun groups, pushers (pushed wheelchairs and strollers). Purple: For the 5km event there is one general start group. Participants should self-seed behind the start line.


170

iTab iTaB is an engraved medal insert that fits neatly into the back of the finishers medal. Participants can choose to have a personalised message or net finisher’s time displayed on them.

A total of 355 participants purchased either a personalised message or finish time iTaB in the online registration process.

Registration SMS The registration SMS was sent out to registered participants on June 10th.

“Hi John, your 2015 City2South race no. is 5845. Please collect your race bib this Fri 8-7 or Sat 9-5 from Hall 1, Brisbane Convention & Exhibition Centre”

Event Day Results SMS Across all events, a total of 809 participants purchased a results SMS in the registration process. They were sent their finish time via SMS when crossing the finish line;

“Congratulations John on finishing the 2015 Brisbane Times City2South presented by Westpac in a time of 01:23:45. Keep training for the city2surf.com.au”

Technology Innovations


171

Corporate Teams

This exciting initiative has three different team registration packages available for purchase which provide various levels of support to team managers throughout the entry process. These packages are designed to make the registration process as smooth as possible for you and your fellow team mates. Benefits of these packages include options such as pay later functionality, regular event updates and continual support during the team set-up. There were 5 standard corporate team packages sold for this event. One team purchased the ‘Post-Race Picnic Area’ package, which included a marquee.


11 Winners Results

Place First Name Surname Net Time State

1 Jason McGregor 01:01:26 QLD

14km Wheelchair

We had one entrant in the 14km Wheelchair event


1 Alistair Stevenson 00:45:04 QLD

2 Daryl Crook 00:45:13 QLD

3 Patrick Nispel 00:45:24 QLD

4 Courtney Atkinson 00:45:39 QLD

5 Clay Dawson 00:46:30 QLD

6 Christopher Waters 00:46:37 QLD

7 Jordan Pizzica 00:46:56 QLD

8 Hamish Hamilton 00:47:14 QLD

9 James Turner 00:47:39 NSW

10 Satoshi Ashida 00:48:11 QLD


1 Cassandra Fien 00:47:16 QLD

2 Tara Gorman 00:50:52 QLD

3 Kylie Simpson 00:52:00 QLD

4 Rebecca Philipp 00:54:27 QLD

5 Kerri Hodge 00:55:07 QLD

6 Alexander Winter 00:56:21 QLD

7 Kate Juhasz 00:56:25 QLD

8 Erin Mackie 00:56:32 QLD

9 Margot Manning 00:56:34 QLD

10 Clare Williams 00:57:02 QLD

Male

Female

14km Winners Results


173


1 Jack Bruce 00:15:55 QLD

2 Grant Williams 00:17:44 QLD

3 Nicholas Stevenson 00:19:00 QLD

4 George Pyecroft 00:19:29 QLD

5 Jamie Sherar 00:19:30 QLD

6 Jack Crome 00:19:33 QLD

7 Chris Stevenson 00:19:58 QLD

8 James Pengelly 00:20:13 QLD

9 Jimmy White 00:20:15 QLD

10 Andrew Larder 00:20:22 QLD


1 Bec Owttrim 00:19:29 QLD

2 Sara Parkinson 00:20:15 QLD

3 Sienna Russell 00:20:31 QLD

4 Jade Graham 00:20:32 QLD

5 Alicha Coetzee 00:21:34 QLD

6 Kiarne Pham 00:22:08 QLD

7 Liz McGuigan 00:22:18 QLD

8 Theresa Fabian 00:22:34 QLD

9 Lauren Dickson 00:23:27 QLD

10 Kathryn Sherar 00:23:55 QLD

5km Winners Results

Male

Female


174

Finish Times

14km Finish Times

0

50

100

7:45

7:

49

7:53

7:

57

8:01

8:

05

8:09

8:

13

8:17

8:

21

8:25

8:29

8:33

8:37

8:41

8:45

8:49

8:53

8:57

9:01

9:05

9:09

9:13

9:17

9:21

9:25

9:30

9:34

9:39

9:44

9:48

9:52

10:0

4

0

20

40

60

8:34

9:

01

9:04

9:

06

9:08

9:10

9:12

9:14

9:16

9:18

9:2

0

9:22

9:24

9:26

9:28

9:3

0

9:32

9:34

9:36

9:38

9:40

9:42

9:44

9:46

9:4

8

9:50

9:53

5km Finish Times


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12 Participant Survey


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City2South 2015 Event Report

Documents

Transcript of City2South 2015 Event Report