City2Surf 2014 Event Report
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Transcript of City2Surf 2014 Event Report
Fairfax Events I City2Surf Sunday, August10 2014
Event Report 2014
Fairfax Events I City2Surf Sunday, August10 2014
Fairfax Events I City2Surf Sunday, August10 2014
Fairfax Events I City2Surf Sunday, August10 2014
Fairfax Events I City2Surf Sunday, August10 2014
Fairfax Events I City2Surf Sunday, August10 2014
Fairfax Events I City2Surf Sunday, August10 2014
Fairfax Events I City2Surf Sunday, August10 2014
Contents 00
8
01 Introduction 9
02 Our Audience 11
03 Charity 16
04 Partners 21
05 Merchandise 140
06 Expo Marketing Strategy 151
07 Marketing Strategy 162
08 Media Partners 102
09 Website 204
10 Signage 209
10 Registration 211
11 Hospitality 215
12 Winners Results 224
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9
Introduction &
Thanks Australia’s favourite running event The Sun-Herald City2Surf presented by Westpac featuring over 80,000 entrants
from around the county hit the streets of Sydney for the 44th edition on Sunday, 10 August 2014.
Craig Mottram from Melbourne and Casey Wood from Adelaide took out the top male and female spots with
times of 41:51 and 47:53 respectively.
In the Elite Wheelchair category, Kurt Fearnley from Newcastle crossed the line first with a time of 36:09. Christie
Dawes from Newcastle was the first female to finish with a time of 45:10.
The race was broadcast live on 7 through Sunrise with Redfoo kicking things off at the start line in our first ever Rock
& Run promotion.
Fundraising has been a key part of the City2Surf since 1971, with Fairfax Events raising over $30 million in charitable
funds since its inception, making it one of the most successful initiatives of its kind in Australia.
Fairfax Events would like to extend their thanks to all our valued sponsors, government stakeholders, supporters
and volunteers for their assistance in staging another successful Sun-Herald City2Surf.
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The Course
The human tidal wave of over 80,000 runners made its way from the heart of the Sydney CBD along the 14km course to
the spectacular finish along the world famous Bondi Beach. The course incorporates some of Sydney’s most stunning city
views through Rushcutters Bay, Double Bay, Rose Bay before climbing ‘Heartbreak Hill’ at approximately the half way
mark to reach Vaucluse. From Vaucluse the course starts to wind its way down hill through Dover Heights towards Bondi
Beach.
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02 Our Audience
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0 20 40 60 80 100 120
Bahrai
Belgium
Brazil
Canada
China
France
Finland
Germany
Hong Kong
Indonesia
Ireland
Israel
Italy
Japan
Korea
Malaysia
Netherlands
New Zealand
Norway
Papua New Guinea
Phillipines
Scotland
Singapore
South Africa
Spain
Taiwan
Turkey
UK
USA
Vanuata
Wales
Overseas Entrants
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Our Audience
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Our Audience
14km Entrants: Starter, Finisher Comparison
Total Entrants 81,423
Total Female Entrants 41,586
Total Male Entrants 39,834
Total Starters 67,678
Total Female Starters 34,461
Total Male Starters 33,151
Total Finishers 67,560
Total Female Finishers 34,461
Total Male Finishers 33,099
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Our Audience
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03 Charity
Charity Program
Online Fundraising System
Everyday Hero (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
Give Gauge fundraising tally, and had 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. Everyday Hero would then sign up the charity.
This year, the City2Surf provided entrants with the option of a one off donation during the registration process. In total this donation raised $193,214.43 for our selected charities. Upon combining this with all funds raised through Everyday Hero donation pages, $4,561,200.57 was raised.
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Fundraising Totals
Overall Total
The overall total funds raised for the 2014 City2urf was
$4,561,200.57
Online Fundraising Results
A total of 8,478 hero pages were created in this year’s
Event with 65% of these pages being active.
345 of the 817 registered charities received donations
The average raised per active hero page was $784.60
The top fundraising charities were:
• Starlight Children’s Foundation $231,309.65
• National Breast Cancer Foundation $209,669.38
• The Children’s Hospital at Westmead and Bear
Cottage $184,144.49
• Cure Brain Cancer Foundation $174,852.67
• Black Dog Institute $153,017.80
Collectively these charities raised a total of $952,993.99
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 6,885 entrants donated a total of $193.214.43
funds upon registering.
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Charity
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Top 5 Individual Fundraisers
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Charity
Top 5 Team Fundraisers
Name Charity Amount Raised
Neil Perry Starlight Children’s Foundation $85,632.30
Team Vantage Make-A-Wish-Foundation $55,934.10
Aileen Liu Giant Steps Sydney- A school for children with Autism
$25,587.60
Adrian Hondros Fair Go Australia $22,434.10
Karen Kelly Beyond Blue $21,449
Team Name Amount Raised
Team Cure Brain Cancer $143,377.30
Team Black Dog 2014 City2Surf $119,377.30
Team NBCF $94,042.12
Team Bianca- Steve Waugh Foundation $78,660.93
Team Bandaged Bear C2S $63,760.71
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Gold Charity
In this year’s City2Surf Event there were 45 registered Gold Charities with a total of 1001 Gold Charity runners who aimed to make fundraising the focus of their Event experience.
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Charity
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04 Partners
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Westpac was presenting partner once again
for City2Surf. The 2014 event was the first of a
new 4 year agreement
The Westpac SONGFIT featured in pre event
marketing offering runners the chance to run
to the beat whilst training for the event. The
app is free for Westpac customers
At the expo Westpac occupied a space just
after bib collection. Participants who were
Westpac customers could pick up their wrist
band to gain access to Red Zone.
Participants could also sign the support
banner, which was then taken to the start of
the Westpac Yellow Group
Jesinta Campbell the face of the event for
Westpac warmed up the yellow group.
Headbands were also handed out at the
start
There were 16 Westpac chopper s running
the event, each representing a real
Westpac Life Saver Rescue Helicopter in
service
Westpac Support Stations along the course
included the misting tunnel, High 5’s for
choppers, sponges, and two cheer squads
At the finish prior to runners entering the
finish chute runners ran around Westpac
Corner
Red Zone was then at hand for Westpac
customers and staff to be treated like VIP’s
on the beach to warm down and relax
away from the crowds
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Westpac
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Westpac
Logo Partners Page Click Throughs: 22
Website Footer Click Throughs: 736
Web Banners
Website Web Banner
Date Added: 1/6/14
Click Throughs: 3993
Results Page Ad Banner
Date Added: 10/08/14
Date Removed: 02/09/14
Click Throughs: 206
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Westpac
8 Weeks to Go eDM Westpac used their 8 Weeks to Go eDM to
promote the SONGFIT Training Tool App
Send Date: Sunday, June 15
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Westpac
2 Weeks to Go eDM Westpac used their 2 Weeks to Go eDM to
promote the Red Zone at the finish area for
Westpac customers
Send Date: Sunday, July 27
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Westpac Westpac Customer eDM Sent to Westpac customers participating in
the event. Westpac used this eDM to
promote their Westpac Support Stations,
SONGFIT and the shoe laces raising funds for
Westpac Life Saver Rescue Helicopter
Service
Send Date: Thursday, July 10
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Westpac Westpac Customer eDM In their 2nd Westpac customer eDM Westpac
promoted the Red Zone area at the finish, as
well as their support stations along course.
Jesinta Campbell also featured to let
customers know about the Westpac warm
up at the start of the Yellow group
Send Date: Wednesday, August 6
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Westpac Westpac Website page Westpac used their page on the event
website to inform participants about what to
expect from Westpac as being presenting
partner
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Westpac
Countdown Print Ad Appeared in The Sun-Herald on Sunday,
June 1 on page 47
The Sun-Herald Print Readership: 831,000*
Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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Westpac
Countdown Print Ad Appeared in The Sun-Herald on Sunday,
June 8 on page 48
The Sun-Herald Print Readership: 831,000*
Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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Westpac
Countdown Print Ad Appeared in The Sun-Herald on Sunday, July
27 on page 51
The Sun-Herald Print Readership: 831,000*
Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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Westpac Event Guide The City2Surf Event Guide was
published in The Sun-Herald on
Sunday, July 6. 5 Weeks prior to
event day
Westpac advertising in the Event
Guide included a full page and ¼
page strip
The Westpac logo was also included
in the sponsor acknowledgements
The Sun-Herald Print /Digital
Readership: 831,000*
•Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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Westpac Event Guide The event guide also included a
message from Jason Yetton and an
editorial piece on Jesinta Campbell,
the face of the event for Westpac.
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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Westpac Post Event Wrap The City2Surf Post Event Wrap was
published in The Sydney Morning
Herald on Monday, August 11
Westpac had both a full page ad
and a ¼ page ad featured in the
event wrap
All sponsors logos were included in
Acknowledgements
The Sydney Morning Herald
Readership: 1,466,000*
Circulation: 131, 737# Mon-Fri (Ave)
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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Westpac
Front Page Logo Recognition The Westpac logo being in the event logo lock up
appeared on the front cover of The Sun-Herald
promoting the event and giving Westpac front
page logo recognition
These appeared on the following dates:
Sunday, April 6
Sunday, April 27
Sunday, April 20
Sunday, May 18
Sunday, June 1
Sunday, June 8
Sunday, June 15
Sunday, June 22
Sunday, June 29
Sunday, July 6
Sunday, July 13
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Westpac Front Page Puff Event logo including the Westpac logo
featured on the front page puff on Sunday,
July 27
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Westpac Event Launch Wrap Editorial coverage is a key objective for
Westpac. The editorial focus for the event
launch wrap was Westpac’s face of the
City2Surf – Jesinta Campbell
The wrap was published in The Sun-Herald
on Sunday, May 25
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Westpac
Editorial The event logo where possible is included
within editorial on the event including the
Westpac logo
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Westpac
Songfit App Posted on the City2Surf Facebook page on Thursday,
June 5, 19 and July 2 promoting the training app that
assists runners of all fitness levels getting race ready
Westpac also invited Facebook followers to vote for their
favourite motivational track to be played at the start of
the Yellow Group to send the runners on their way
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Westpac
Green Bib Entries for Choppers Posted on the City2Surf Facebook page on Tuesday,
July 29 promoting Westpac’s green entries.
Encouraging funds to be raised for Westpac
choppers. Participants can buy a Green entry for
$300, all proceeds going to the Westpac Life Saver
Rescue Helicopters
23 Green entries were sold, raising $6,900 for the
Westpac Life Saver Rescue Helicopters Service
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Westpac
Social Media Posted on the City2Surf Facebook page on
race day. Jesinta Campbell getting race
ready with the Westpac choppers
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Event Certificates Participants can download a certificate
including their time and position. This
certificate includes the event logo including
the Westpac logo and the signature of
Jason Yetton from Westpac
Volunteers are also sent a certificate of
appreciation
Westpac
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Race Bibs The Westpac logo was positioned on all
race bibs for City2Surf
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Westpac
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Westpac
Westpac Event Collateral Westpac produced a number of promotional
collateral to associate their involvement with
the City2Surf. This included ATM screen for a 3
week period leading up to the event, Window
decals in branch, event flyers and a pledge by
the Mosman Branch manager who was
running for the Westpac Life Saver Rescue
Helicopters
ATM Creative
In Branch Window Decal
Mosman Branch Manager Charity pledge
In Branch flyers
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This was the 2nd year of adidas partnering
the City2Surf
The adidas Boost shoe was again the main
feature in all pre event marketing for adidas
Discounts were offered to runners
throughout the lead in to the event and also
at the Expo
The Expo space once again was the hero
space of the expo. The centre piece being
a Boost Capsule where participants could
go in and win a pair of shoes by picking out
balls with the Boost messaging stamped on
them. Everyone who entered the capsule
got a prize – a set of adidas boost yellow
shoe laces
On event day adidas positioned their 10x2m
big screen at Rays Reserve just near the top
of Heartbreak Hill. The visual and sound
certainly had impact as runners reached the
top of the hill
At the finish runners were once again able
to try the Boost Capsule to win prizes which
was positioned at the front of the Bondi Surf
Life Saving club
adidas also had a VIP party at Icebergs
where they had a number of their
ambassadors roaming the room entertaining
the crowds
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adidas
Image
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Logo Partners Page Click Throughs: 10
Website Footer Click Throughs: 917
Web Banners
Web Banner
Date Added: 1/06/14
Date Removed: 29/06/14
Click Throughs: 58
Results Page Web Banner
Date Added: 10/08/14
Date Removed: 02/09/14
Click Throughs: 158
adidas
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adidas 10 Weeks to Go eDM adidas used their 10 Weeks to Go
eDM to promote their Energy Boost
shoe as well as $20 off running
footwear both in stores and online
for City2Surf entrants
Send Date: Sunday, June 1
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adidas 6 Weeks to Go eDM adidas used their 2 Weeks to Go
eDM to promote their Energy Boost
shoe as well as $20 off running
footwear both in stores and online
for City2Surf entrants
Send Date: Sunday, June 29
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adidas
2 Weeks to Go eDM adidas used their 2 Weeks to Go eDM to
promote their Energy Boost shoe as well as
$20 off running footwear both in stores and
online for City2Surf entrants
Send Date: Sunday, July 27
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adidas
1 Week to Go eDM adidas used their 1Week to Go eDM to
again promote their Energy Boost shoe as
well as $20 off running footwear both in
stores and online for City2Surf entrants
Send Date: Sunday, August 3
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adidas
Post Event eDM adidas used their results eDM to promote a
$20 off running footwear online and in stores
for City2Surf runners who entered the race
Send Date: Wednesday, August 14th
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adidas Training Programs adidas built a training plan for runners
to follow in order to help prepare them
for race day. This could be accessed via
the event website. The Training
programs were also promoted via the
event eDM’s and on the event
Facebook page
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adidas
Countdown Print Ad Appeared in The Sun-Herald on Sunday, July
20 on page 24
The Sun-Herald Print Readership: 831,000*
Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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adidas Event Guide The City2Surf Event Guide was
published in The Sun-Herald on
Sunday, July 6. 5 Weeks prior to
event day
adidas had a full page ad featured
in the event guide
All sponsors logos were included in
Acknowledgements
The Sun-Herald Print /Digital
Readership: 831,000*
•Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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adidas Post Event Wrap The City2Surf Post Event Wrap was
published in The Sydney Morning
Herald on Monday, August 11. 1 day
post event
adidas had a full page ad featured
in the event wrap
All sponsors logos were included in
Acknowledgements
The Sydney Morning Herald
Readership: 1,466,000*
Circulation: 131, 737# Mon-Fri (Ave)
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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adidas Outdoor campaign adidas leveraged their involvement in the event and did the
below outdoor advertising campaign
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adidas Outdoor campaign The below were on outdoor sites along the course. The good
luck message was put up pre event with the congratulations
message put up post event
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adidas In-store Promotion A number of in-store promotions were run in adidas stores to
promote the involvement with the event. Entry into the
City2Surf were on offer including flights and accommodation
for the winner
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adidas In-store Promotion An eDM was sent to the adidas database
communicating runners entered into the City2Surf
could go in store and receive $20 off running
footwear. This was promoted in store with A1
posters
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adidas
Social Media - $500 store credit Posted on the City2Surf Facebook page on Thursday,
August 7, tagging a friend entered you into the draw
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Logo Partners Page Click Throughs: 5
Website Footer Click Throughs: 786
Web Banners
Website Web Banner
Date Added: 13/07/14
Date Removed: 27/07/14
Click Throughs: 800
Results Page Footer
Date Added: 10/08/14
Date Removed: 02/09/14
Click Throughs: 177
LAN Airlines
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LAN Airlines 10 Weeks to Go eDM LAN Airlines used their 10 weeks to go
eDM to encourage runners to raise
funds for charity through their 2 free
flights to South America competition
Inviting Facebook users to post their
entry to their page and hashtag
#city2surfcharityrunner
Send Date: Sunday, June 1
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LAN Airlines
8 Weeks to Go eDM LAN Airlines was featured in the 8 Week
to Go eDM informing runners of the
chance to win 2 Flights to South America
for the highest fundraiser – a great prize!
Send Date: Sunday, June 1
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LAN Airlines
4 Weeks to Go eDM LAN Airlines used their 4 weeks to Go eDM to
re-enforce their 2 return flights to Rio
competition
Send Date: Sunday, July 13
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LAN Airlines
1 Week to Go eDM LAN Airlines used their 1 WeeK to Go eDM to
promote the launching of their competition
to win 2 tickets to Brazil, linking viewers to
their Facebook page for the chance to win
Send Date: Sunday, August 3
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LAN Airlines Event Guide The City2Surf Event Guide was
published in The Sun-Herald on
Sunday, July 6. 5 Weeks prior to
event day
LAN Airlines had a full page ad
featured in the event guide
All sponsors logos were included in
Acknowledgements
The Sun-Herald Print /Digital
Readership: 831,000*
•Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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LAN Airlines
Win 2 Return Flights to Rio Posted on the City2Surf Facebook page on
Tuesday, June 17, inviting runners to raise
money for charity in order to go into the
draw
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LAN Airlines
Win 2 Return Flights to Rio Posted on the City2Surf Facebook page on
Wednesday, July 29-and re-pinned to top on
Thursday, July 30
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LAN Airlines Win 2 Return Flights to Rio Posted on the City2Surf Facebook page on
Tuesday, August 19 and August 24 . Pushing
the last days to enter your chance to win a
dream holiday for 2
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rebel
Logo Partners Page Click Throughs: 17
Web Banners
Website Web Banner
Date Added: 13/05/14
Date Removed: 27/08/14
Click Throughs: 727
Results Page Web Banner
Date Added: 10/08/14
Date Removed: 02/09/14
Click Throughs: 53
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rebel
8 Weeks to Go eDM rebel used their 8 Weeks to Go eDM to
encourage runners to go into their stores
to purchase the official event
merchandise
Send Date: Sunday, June 15
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rebel
Expo eDM rebel used their expo eDM to promote
their excitement for event day and invite
runners to check out their expo area for
official event merchandise
Send Date: Tuesday, August 5
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rebel
Post Event eDM rebel used their results/congrats eDM to
congratulate all runners who finished the
race on the day. Directing them to get race
ready for their next run
Send Date: Wednesday, August 14
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In Store Signage Point of Sale
A3 Posters
Items Cards
Swing Tags
Gondola Header
rebel
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rebel Event Guide The City2Surf Event Guide was
published in The Sun-Herald on
Sunday, July 6. 5 Weeks prior to
event day
rebel had a ½ page ad featured in
the event guide
All sponsors logos were included on
in Acknowledgements
The Sun-Herald Print /Digital
Readership: 831,000*
•Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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rebel Post Event Wrap The City2Surf Post Event Wrap was
published in The Sydney Morning
Herald on Monday, August 11. 1 day
post event
rebel had a ¼ page ad featured in
the event guide
All sponsors logos were included in
Acknowledgements
The Sydney Morning Herald
Readership: 1,466,000*
Circulation: 131, 737# Mon-Fri (Ave)
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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Gatorade
Logo Partners Page Click Throughs: 6
Web Banners
Website Web Banner
Date Added:7/07/2014
Date Removed: 20/07/2014
Click Throughs: 370
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Gatorade
3 & 1 Week to Go eDM’s Gatorade used their eDM mentions to
promote their sports drinks for runners to
fuel themselves during the event
Send Date: Sunday, July 20
Send Date: Sunday, August 3rd
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Gatorade Event Guide The City2Surf Event Guide was
published in The Sun-Herald on
Sunday, July 6. 5 Weeks prior to
event day
Gatorade had a ¼ page ad
featured in the event guide
All sponsors logos were included on
in Acknowledgements
The Sun-Herald Print /Digital
Readership: 831,000*
•Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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SKINS
Logo Partners Page Click Throughs: 9
Web Banners
Website Web Banner
Date Added: 27/7/14
Date Removed: 10/08/14
Click Throughs: 2350
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SKINS
4 Weeks to Go eDM SKINS used their 4 Week to Go eDM mention
to educate the runners of City2Surf. SKINS
help you to perform better, recover faster
and reduce the risk of injury
Send Date: Sunday, July 13
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SKINS
Facebook post Win a pair of SKINS competition was
shared on the City2Surf Facebook page
on Friday, July 4, inviting runners to
comment on the post as to why they’d
love to win the prize
On Monday, July 7 the City2Surf
Facebook page posted a general brand
post for SKINS, promoting their
compression garments to make the most
of runners training
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Sydney Water
Logo Partners Page Click Throughs: 3
Web Banners
Website Web Banner
Date Added: 27/7/14
Date Removed: 03/08/14
Click Throughs: 606
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Sydney Water
3 Weeks to Go eDM Send Date: Sunday, July 20
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Sydney Water
Facebook posts
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Grill’d
Web Banners
Website Web Banner
Date Added: 20/07/14
Date Removed: 3/08.14
Click Throughs: 342
Logo Partners Page Click Throughs: 56
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Grill’d
Website Home Page Slider Grill’d used their home page Slider to promote
their free recovery burger for City2Surf runners.
Directing runners to the registration page to
claim a healthy burger to replenish post race
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Grill’d
2 Weeks to Go eDM Grill’d used their 2 Weeks to Go eDM to
promote their Kombi van that will be on
course along with their cheer squad and
music station
Send Date: Sunday, July 27
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Grill’d
1 Week to Go eDM Grill’d used their 1 Week to go eDM to
promote their special offer to City2Surf
runners of a free recovery burger, linking to
their registration page to claim the offer
Send Date: Sunday, August 3
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Grill’d
Post Event eDM Grill’d used their results eDM to congratulate
runners, hoping that they enjoyed their free
Grill’d burger after the race
Send Date: Wednesday, August 14
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Grill’d Event Guide The City2Surf Event Guide was
published in The Sun-Herald on
Sunday, July 6. 5 Weeks prior to
event day
Grill’d had a ½ page ad featured in
the event guide
All sponsors logos were included on
in Acknowledgements
The Sun-Herald Print /Digital
Readership: 831,000*
•Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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Grill’d Post Event Wrap The City2Surf Post Event Wrap was
published in The Sydney Morning
Herald on Monday, August 11. 1 day
post event
Grill’d had a ¼ page ad featured in
the event wrap
All sponsors logos were included in
Acknowledgements
The Sydney Morning Herald
Readership: 1,466,000*
Circulation: 131, 737# Mon-Fri (Ave)
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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Grill’d Free Burger Registration Grill’d enlisted a City2Surf branded
registration online form for runners to
claim their free post race burger. This
page was directed to via their eDM’s,
Facebook posts and slider on the home
page of the event website
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Grill’d Free Burger Voucher Grill’d free recovery burger voucher
for runners who registered leading
up to race day. Entrants to present
this voucher to claim their
complimentary post race meal
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Coates Hire
Logo Partners Page Click Throughs: 2
Web Banners
Website Web Banner
Date Added: 6/07/14
Date Removed: 20/07/4
Click Throughs: 97
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Coates Hire
2 Weeks to Go eDM Coates Hire used their 2 Weeks to Go eDM
to promote their race ambassador Nathan
Johnston-who is blind and ran the City2Surf
again this year
Send Date: Sunday, July 27
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Web Banners
Website Web Banner
Date Added: 01/06/14
Date Removed: 13/07/14
Click Throughs: 347
Results Page Web Banner
Date Added: 10/07/14
Date Removed: 02/09/14
Click Throughs: 87
Logo Partners Page Click Throughs: 2
Sheraton on the Park
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Sheraton on the Park
10 Weeks to Go eDM Sheraton on the Park featured in the first
eDM send of the City2Surf 10 week
marketing campaign with discounted
room rates for the event weekend. With
the start line at their door step,
discounted prices for overnight stays and
access to their luxury hotel facilities
attracts runners to make a weekend out
of their race day participation
Send Date: Sunday, June 1
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Sheraton on the Park
3 Weeks to Go eDM Sheraton used their 3 weeks to go eDM
to promote their special room rates for
the City2Surf weekend. With their luxury
hotel being located right at the event
start line, Sheraton on the Park offers
great discounts on accommodation,
dining and pamper packages !
Send Date: Sunday, July 20
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Sheraton on the Park
Post Event eDM Sheraton used their results eDM to promote
a $20 off running footwear online and in
stores for City2Surf runners who entered the
race
Send Date: Wednesday, August 14
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Sheraton on the Park
Countdown Print Ad Appeared in The Sun-Herald on Sunday,
June 22 on page 47 –Form Guide
The Sun-Herald Print Readership: 831,000*
Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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Sheraton on the Park Event Guide The City2Surf Event Guide was
published in The Sun-Herald on
Sunday, July 6. 5 Weeks prior to
event day
Sheraton had ¼ page ad featured in
the event guide
All sponsors logos were included in
Acknowledgements
The Sun-Herald Print /Digital
Readership: 831,000*
•Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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Sheraton on the Park Post Event Wrap The City2Surf Post Event Wrap was
published in The Sydney Morning
Herald on Monday, August 11. 1 day
post event
Sheraton on the Park had a ¼ page
ad featured in the event wrap
All sponsors logos were included in
Acknowledgements
The Sydney Morning Herald
Readership: 1,466,000*
Circulation: 131, 737# Mon-Fri (Ave)
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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SEIKO
Web Banners
Website Web Banner
Date Added: 29/06/14
Date Removed: 13/07/14
Click Throughs: 318
Logo Partners Page Click Throughs: 2
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SEIKO
4 Weeks to Go eDM SEIKO used their 4 weeks to go eDM to
promote their ASTRON Solar GPS watch,
with it sporting SEIKO’S latest technology.
With advanced features, SEIKO directed
runners to check out this state of the art
time piece on their website page
Send Date: Sunday, July 13
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SEIKO
Countdown Print Ad Appeared in The Sun-Herald on
Sunday, July 13 on page 51 within
the sport section
The Sun-Herald Print
Readership: 831,000*
•Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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City of Sydney
Logo Partners Page Click Throughs: 10
Web Banners
Website Web Banner
Date Added: 20/7/14
Date Removed: 3/08/14
Click Throughs: 424
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City of Sydney Event Guide The City2Surf Event Guide was
published in The Sun-Herald on
Sunday, July 6. 5 Weeks prior to
event day
City of Sydney had a ½ page ad
featured in the event guide
All sponsors logos were included in
Acknowledgements
The Sun-Herald Print /Digital
Readership: 831,000*
•Circulation: 322, 988^
Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending May 2014
#Audit Bureau of Circulations, ave total paid masthead sales (print/digital), Mar 2014
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City of Sydney
Tweet $15 off entry offer -1 week to go Posted on the City of Sydney Twitter page on Wednesday, July 30
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City2Surf eDM
eDM Footer Westpac, adidas, LAN Airlines, Channel 7,
2UE and Nova 96,9 logos appeared on
the footer of all City2Surf eDM’s
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05 Merchandise
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Fairfax Events I City2Surf Sunday, August10 2014
This yeah we had 2 different styles of singlets in both the men’s and women’s range. The men’s range included a light
scarlet with night shade stripes and a hi res red with night shade stripes.
The women’s range included a glow orange with blast purple stripes and a blast purple singlet with glow orange stripes.
The women’s blast purple singlet sold out extremely quickly by the end of the expo.
Merchandise
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This year e had 2 styles of short sleeve tees and 1 style of long sleeve tees.
The men’s long sleeve tee was night shade with solar blue stripes while the women’s long sleeve tee was carbon with
glow orange stripes.
The long sleeve tees were a great seller and sold out at the expo in both the men’s and women’s range.
The men’s short sleeve tees were solar blue with night shade stripes and night shade with solar blue stripes. The women’s
range included blast purple with hi res red stripes and glow orange with carbon stripes.
In the men’s range the night blue short sleeve tee was the best seller and sold out but the solar blue short sleeve tee
almost sold out too. In the women’s range the best seller was the blast purple short sleeve tee.
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Merchandise
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Merchandise
This year we had 2 versions of men’s finisher tees. The
green finisher tee included all the suburbs on the
back that the course ran through and the grey short
sleeve tee was empty on the back.
This year we had 2 versions of women’s finisher tees.
The glow orange finisher tee included all the suburbs
on the back that the course ran through and the
blast purple short sleeve tee was empty on the back.
Fairfax Events I City2Surf Sunday, August10 2014
This year the City2Surf volunteer/marshal/event
crew tees were in yellow and red and proved to
be successful in standing out and making
everyone noticeable to the public.
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Merchandise
This year the City2Surf harrier singlets were high res red with carbon stripes for the men’s range and glow orange
with carbon stripes for the women’s range
Volunteer/Marshal/Event Crew Tees
Herald Harrier Singlets
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Merchandise Statistics
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Merchandise Statistics
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Merchandise Statistics
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Merchandise Statistics
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Merchandise Statistics
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Merchandise Statistics
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06 Expo The event Expo for The Sun-Herald City2Surf presented by Westpac returned
to the Royal Hall of Industries for the second year in 2014.
Forming a major part of event weekend, the Expo gave participants the
opportunity to ask any burning questions they might have, interact with the
event, and purchase merchandise and items.
Admission to the Expo was free for the general public and all entrants had to
attend to pick up their race pack.
Location: Royal Hall of Industries, Moore Park
Attendance: 40,518 over 3 days
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Layout and Details
Bump In:
Wednesday, August 6: 2pm to 8pm
Opening Times:
Thursday, August 7: 7am to 8pm
[Exhibitors allowed on site from 6am to 9pm]
Friday, August 8: 7am to 5pm (advertised last entry at 4pm)
[Exhibitors allowed on site from 6am to 6pm]
Saturday, August 9: 8am to 5pm (advertised last entry at 4pm)
[Exhibitors allowed on site from 7am to 8pm]
Bump Out:
Saturday, August 9: 5pm to 8pm
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Website
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Expo eDM
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Expo eDM
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Expo Brochure
FITNESS AND HEALTH EXPO AUGUST 7 – 9, 2014 ROYAL HALL OF INDUSTRIES, SYDNEY
THE EXPO IN BRIEF There is an expected visitor volume of 50,000+ registered runners PLUS friends, family, industry professionals, and anyone interested in health and fitness. The Fitness and Health Expo will be the largest of it’s kind in Australia. The Expo is free to enter, open to all, and held at the Royal Hall of Industries over 3 days.
EXPO DEMOGRAPHIC
BOOTH OPTIONS • Options A to E come with lighting, printed facia sign, carpet, 10 amp socket, and
the walls as detailed below. Additional elements can be purchased from
Exhibition Co directly.
• Space-only stands are available on request
• Booths will be allocated on a first come first served basis
F. $11,000 +GST
5x8 stand, 2 walls, 2 sides open, external
corner, 8m front,40m sq
D. $11,000 +GST
3x8 stand, 1 wall (others supplied at cost if needed,
3 sides open, end of row,
48m sq
The Sun-Herald City2Surf presented by
Westpac is not only Sydney’s favourite
sporting event, it is the world’s largest
annual timed run, with 85,000 registered
participants.
The Fitness and Health Expo forms a
major part of the event and is an
opportunity that’s too good to miss. The
2014 Expo will be the biggest, most
comprehensive and most exciting ever!
THE ONE TO RUN BE A PART OF THE WORLD’S
LARGEST RACE! At the Expo you can: • Run competitions • Launch new products
• Engage with future customers • Direct access to your target market
• Massive reach per $ rental
• Immediate and long term returns • Huge sales opportunities
• Online marketing of your brand • Increase your client data base
• Industry networking opportunities
THE LAYOUT From the very start all visitors will
enter a one-way system, beginning
with race pack collection, then on
to sponsors, gold charities,
exhibitors, and then the café area.
This layout ensures maximum
visitation for all exhibitor areas
Note: the map shown is subject to
change.
DATES AND DETAILS
Expo Times: • Thursday, August 7, 7am – 8pm
• Friday, August 8, 7am – 5pm (last entry 4pm)
• Saturday, August 9, 9am – 5pm (last entry 4pm)
The Expo is open to the public for three days in the lead-up to the City2Surf.
*Times subject to change
Bump In/Out Times: • Bump In: Wednesday, August 6, 1pm – 9pm
• Bump Out: Saturday, August 9, 6pm – 7pm
Location: Royal Hall of Industries, Moore Park, NSW 2021
• No technical compression garments (non-compression leggings etc are fine) • No sport hydration beverages • No financial institutions • No timing training devices
• No sales of meals or beverages for on site consumption (free sample sizes and food for off-site consumption are perfectly fine but must adhere to the relevant food safety standards)
RESTRICTIONS While the offer to exhibit is far reaching, our sponsors do have exclusivity over certain items. The following restrictions are in place:
Press Advertising in The Sydney Morning Herald and or The Sun-Herald (where applicable and at Fairfax's discretion)
Promotion on event website –city2surf.com.au Social Media SMS reminder to all entrants Inclusion in eDMs to 195,000+ database e-tickets to all participants Media Release
EXPO MARKETING
SECURE YOUR PLACE
Spaces are limited so register
your interest ASAP
The expression of interest form is
not a binding contract. Your spot
is not fully secured until all
contracts have been signed and all
fees paid.
For further information please email us at [email protected]
Or call us on (02) 9282 2735
After submitting your application
you will be contacted should your
application be successful.
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Expo Brochure
THE LAYOUT From the very start all visitors will
enter a one-way system, beginning
with race pack collection, then on
to sponsors, gold charities,
exhibitors, and then the café area.
This layout ensures maximum
visitation for all exhibitor areas
Note: the map shown is subject to
change.
SECURE YOUR PLACE
Spaces are limited so register
your interest ASAP
The expression of interest form is
not a binding contract. Your spot
is not fully secured until all
contracts have been signed and all
fees paid.
For further information please email us at [email protected]
Or call us on (02) 9282 2735
After submitting your application
you will be contacted should your
application be successful.
DATES AND DETAILS
Expo Times: • Thursday, August 7, 7am – 8pm
• Friday, August 8, 7am – 5pm (last entry 4pm)
• Saturday, August 9, 9am – 5pm (last entry 4pm)
The Expo is open to the public for three days in the lead-up to the City2Surf.
*Times subject to change
Bump In/Out Times: • Bump In: Wednesday, August 6, 1pm – 9pm
• Bump Out: Saturday, August 9, 6pm – 7pm
Location: Royal Hall of Industries, Moore Park, NSW 2021
• No technical compression garments (non-compression leggings etc are fine) • No sport hydration beverages • No financial institutions • No timing training devices
• No sales of meals or beverages for on site consumption (free sample sizes and food for off-site consumption are perfectly fine but must adhere to the relevant food safety standards)
RESTRICTIONS While the offer to exhibit is far reaching, our sponsors do have exclusivity over certain items. The following restrictions are in place:
Press Advertising in The Sydney Morning Herald and or The Sun-Herald (where applicable and at Fairfax's discretion)
Promotion on event website –city2surf.com.au Social Media SMS reminder to all entrants Inclusion in eDMs to 195,000+ database e-tickets to all participants Media Release
EXPO MARKETING
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Attendance
0
200
400
600
800
1000
1200
1400
1600
Thursday, August 7, 2014. 7am-8pm
0
200
400
600
800
1000
1200
1400
1600
Friday, August 8, 2014. 7am-5pm
0
500
1000
1500
2000
2500
8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00
Saturday, August 9, 8am-5pm
Fairfax Events I City2Surf Sunday, August10 2014
07 Marketing
Strategy
162
Overview The Sun-Herald City2Surf returned for its 44th year in 2014 as
the flagship event in the ‘One To Run’ series. The world’s
Largest run utilised the look and feel of this landmark series
to deliver an integrated marketing campaign across
multiple platforms. The campaign targeted both mass
markets and direct consumer channels with an objective of
raising millions for charity, promoting a healthy lifestyle and
increasing the level of interest in running.
Objectives The City2Surf brand was utilised to deliver succinct key
messaging that focused around pricing, including entry
phases and special offers.
Promote The Sun-Herald City2Surf as ‘The One to Run’
Reinforce the City2Surf as the largest and best run in the
world
Raise $5 million for charity
Leverage the profile of the Gold Charity initiative: Run
for a Cause
Launch Rock & Run with Redfoo
Delivery The City2Surf campaign utilised multiple platforms to deliver
a strong and consistent messages throughout a 12 week
period. National reach was achieved via:
Fairfax print and digital networks
Event website
Electronic & direct mailing
Radio
TV
Social Media
Sponsors
Media partners
3rd party databases
The Every Day Hero fundraising network
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Campaign Marketing Campaign The Cty2Surf marketing campaign was executed in the
following stages:
Stage 1: Launch campaign (Mar 24)
Stage 2: Early bird entries (Mar 24 – Apr 12)
Stage 3: Early bird entries closing soon (Apr 13 – Apr 18)
Stage 4: Entries filling fast and fundraising (Apri19 – May)
Stage 5: Entries , Merchandise and Fundraising (June –
August)
Stage 6: Entries now closed (August 8)
Stage 7: Event Expo now open (August 8-10)
Stage 8: Thank you/Post – event wrap (August 11)
Press Advertising City2Surf was promoted extensively in the following print
publications:
The Sun-Herald
The Sydney Morning Herald
The Age
The Canberra - Times
R4YL Magazine
The 16 page Event Guide featured in The Sun-Herald
8 page post event wrap featured in The Sun-Herald
Logo A New Logo was designed using the new campaign strap line
‘The One To Run’
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Press
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Press
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Press
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Press
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Press
Sun Herald 3rd August 2014
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Press
Sun Herald 3rd August 2014
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Press
Sun Herald 10th August 2014 . Page 1
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Press
Sun Herald 10th August 2014 . Poster 2
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Editorial
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Editorial
Aquabumps eDM – Monday, August 11
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Event Guide
Event Guide - Front Page Sun Herald, Sunday July 6
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Event Guide
Event Guide - Opening Page Sun Herald, Sunday July 6
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Countdown Advertising
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Countdown Advertising
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Countdown Advertising
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Press Schedule Date Day Section Size Value $
14-May-14 Wed Budget Book 1/4 page strip $7,646.32 17-May-14 Sat Sports HPH $32,177.20 18-May-14 Sun Sports T64 $34,752 18-May-14 Sun Sports 1/4 page strip $11,585.12 19-May-14 Mon EGN Full Page OBC $70,752.00 24-May-14 Sat Entertainment T84 $38,585.28 25-May-14 Sun The Sun-Herald wrap 4 page wrap $181,361.92 25-May-14 Sun TV Guide 1/4 page strip $6,434.64 25-May-14 Sun Traveller HPH $12,869.28 25-May-14 Sun Rest & Relaxation Feature T24 $6,434.64 26-May-14 Mon The Guide Full Page $30,585.28 27-May-14 Tues EGN HPH $27,200.00 30-May-14 Fri Bus 1/4 page strip $17,688.00 31-May-14 Sat EGN 1/4 page strip $32,177.20 01-Jun-14 Sun Sports T64 $34,752 01-Jun-14 Sun Sports 1/4 page strip $6,434.64 01-Jun-14 Sun TV Guide 1/4 page strip $11,585.12 01-Jun-14 Sun EGN Full page $59,090.35 02-Jun-14 Mon The Guide 1/2 page H $7,646.32 02-Jun-14 Mon The Guide Full Page $30,585.28 02-Jun-14 Mon Sports 1/4 page strip $5,956.96 07-Jun-14 Sat Sports 1/4 page strip $8,935.36 08-Jun-14 Sun Sports T64 $34,752 08-Jun-14 Sun Sports 1/4 page strip $8,935.36 09-Jun-14 Mon The Guide 1/4 page strip $7,646.32 09-Jun-14 Mon The Guide Full Page $30,585.28 13-Jun-14 Fri EGN 1/4 page strip $5,956.96 15-Jun-14 Sun EGN T64 $34,752 16-Jun-14 Mon The Guide Full Page $30,585.28 16-Jun-14 Mon HSC Guide 1/4 page strip $5,956.96 21-Jun-14 Sat Bus 1/4 page strip $9,615.60 22-Jun-14 Sun EGN T64 $34,752 22-Jun-14 Sun EGN 1/4 page strip $8,935.36 22-Jun-14 Sun Kids Feature Full page $25,735.56 23-Jun-14 Mon The Guide 1/2 page H $15,292.64 24-Jun-14 Tues Organic & Health Food Feature T22 7646.32 27-Jun-14 Fri Entertainment T44 $15,292.64 28-Jun-14 Sat Sport 1/4 page strip $9,615.60 28-Jun-14 Sat Baby & Toddlers T22 $9,615.60 29-Jun-14 Sun EGN T64 $34,752 29-Jun-14 Sun EGN 1/4 page strip $15,041.18 29-Jun-14 Sun TV Guide Full Page $25,738.56 30-Jun-14 Mon Sports 1/4 page strip $17,688.00 30-Jun-14 Mon The Guide 1/2 page H $15,292.64
179
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Press Schedule
Date Day Section Size Value $
01-Aug-14 Fri Entertainment T24 $7,646.32 02-Aug-14 Sat Sports 1/4 page strip $9,615.60 02-Aug-14 Sat Traveller T4PAN $38,462.40 03-Aug-14 Sun EGN T64 $34,752 03-Aug-14 Sun EGN 1/4 page strip $15,041.18 03-Aug-14 Sun Sunday Traveller Full page $25,738.56 04-Aug-14 Mon EGN 1/4 page strip $17,688.00 04-Aug-14 Mon The Guide Full Page 30585.28 05-Aug-14 Tue Sports 1/4 page strip $5,956.96 06-Aug-14 Wed EGN 1/4 page strip $17,688.00 06-Aug-14 Wed Sports 1/4 page strip $7,646.32 07-Aug-14 Thu Bus 1/4 page strip $7,646.32 07-Aug-14 Thu Sports 1/4 page strip $7,646.32 08-Aug-14 Fri Sports 1/4 page strip $7,646.32 09-Aug-14 Sat Sport 1/4 page strip $9,615.60 Total $1,322,793.95
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Media coverage
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The editorial coverage of the City2Surf predominantly took place in The Sun-
Herald and Sydney Morning Herald and commenced at the same time as the
marketing campaign. Over 12 weeks a variety of topics and issues were featured
in the Sunday edition of the Herald, including: elite athletes, training tips,
nutritional advice, fundraising stories and any special interest angles of people
who have entered the race. Photo shoots were included with the following:
• Lewis Jetta (Sydney Swans & adidas talent)
• Craig Mottram (race winner)
• Ellyse Perry (adidas talent)
• James Connor (adidas adiRunner)
From 23 June onwards 292 media stories were generated across TV, print and
radio:
• Print: 114
•TV: 77
• Radio: 101
The total ASR value of all media coverage generated for this event was
$7,506,939
The total PR value of all media coverage generated for this event was $22,520,817
The total number reach of media coverage for this event totalled 36,854,256.
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Media coverage Activations
Sunrise Treadmill Challenge, Martin Place – 5 August
The Martin Place Treadmill Challenge was a highly visible pre-event media stunt
that encouraged participants to stay at Steve Moneghetti’s 1991 City2Surf record
pace of 19km/h for as long as possible.
Channel Seven’s national breakfast show, Sunrise, hosted personalities, sports
people and Westpac’s Jesinta Campbell to participate in the early morning
activity which resulted in multiple crosses by the program out in Martin Place.
Following the Channel Seven activity, members of the public could also
participate for their chance to win a pair of adidas BOOST shoes.
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Online WEEKS TO GO –
EDM NUMBER
SEND
DATE
MAILING LIST
TOTAL
TOTAL OPEN
RATE
TOTAL OPEN % TOTAL CLICK
THROUGHS
TOTAL CLICK
THROUGH
10 WEEKS 1/6/14 41892 47083 112.39 6477 11.9%
Homepage 449
Merchandise 1334
Training Plans 4006
Boost 501
Sheraton 178
8 WEEKS 15/6/14 47140 42440 90.03 3673 6.4%
Facebook 1940
Competitions 106
Westpac 821
Corporate
teams 365
Merchandise 255
rebel 186
6 WEEKS 29/6/14 51047 43138 84.51 1130 1.8%
Competitions 15
Fundraising 87
SMH 166
Facebook 299
adidas 563
4 WEEKS 13/4/14 56293 51461 91.42 7316 9.7
Course details 4125
Expo 1263
Seiko 495
LAN Facebook 907
Skins 526
3 WEEKS 20/7/14 58975 23274 39.46 1519 2.2
Tap Sydney 566
Sheraton 227
Fundraising 248
Gatorade 214
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Online WEEKS TO GO –
EDM NUMBER
SEND
DATE
MAILING LIST
TOTAL
TOTAL OPEN
RATE
TOTAL OPEN % TOTAL CLICK
THROUGHS
TOTAL CLICK
THROUGH
2 WEEKS 27/7/14 61651 25079 40.68 2431 3.2
Gold Charity 1226
Grill’d 494
adidas 347
City2Surf story 300
Coates Hires 58
1 WEEK 3/8/14 66683 30103 45.14 8291 9.8
Grill’d 5231
Race info 1422
LAN Airlines 936
Gatorade 386
Homepage 316
POST EVENT 10/8/14 57949 35030 60.45 22309 31.3
Marathon
photos 14700
Entry details 2637
iTabs 1081
City2Sea 1115
Run Sydney 1012
Rebel 840
Canberra Times
Fun Run 702
Everyday Hero 222
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Countdown eDM’s
10 weeks to go 8 weeks to go 6 weeks to go
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Countdown eDM’s
2 weeks to go 1 week to go Finishers Congratulations
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Social Media
Data pulled from May 18 – August 10
Total Likes: 32,790
Weekly organic and paid social media posts through City2Surf and SMH Facebook page. To grow page numbers it was promoted through EDM communication, our website, media partners and sponsors to increase traffic and awareness. During the three month period, we found that the most successful, interactive posts were inspirational images, questions and polls and of course interaction on Race Day. With this insight we ensured the communication strategy fell in-line with what worked for the fan base.
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Social Media
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Data pulled from May 18 – August 10
Total Likes: 32,790
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Social Media
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Data pulled from May 18 – August 10
Total Likes: 32,790
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Social Media
Data pulled from May 18 – August 10
Top Facebook posts
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Social Media
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@City2Surf Total Likes: 3413
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Social Media
@City2Surf Total followers: 1600
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Digital advertising
Digital advertising ran across smh.com.au including homepage RHS tiles,
shoestring, sports page tiles, homepage hero tiles, mobile & ipad.
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Digital advertising
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Runners Guide
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Runners Guide
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Posters
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08 Media Partners
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Our Media Partners for the City2Surf included:
Channel 7, 2UE and Nova, all of whom we leveraged to provide maximum coverage to the
event through pre and post event coverage.
Nova & 2UE
Both Nova & 2UEs promote the event in their shows through integrated content, live one-liners,
CSA’s and event day activations and live broadcasts. celebs, photos, Facebook screen grabs.
Channel 7
Channel 7 promote the event via their breakfast shows in the lead up and also broadcasted
live on the day from the start line, heartbreak hill and finish line.
The weather crosses with James Tobin featured pre arranged interviews with:
• Craig Mottram (eventual Race winner)
• Celebrity chef, Neil Perry (for Starlight Foundation)
• Jesinta Campbell (for the Westpac Lifesavers Rescue Service)
• Post race interviews with winners. Craig Mottram and Casey Wood
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09 Website
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Website
Overview of Visit Statistics
Top Pages Viewed
Total Page Views
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Website
Visits Overview
Sessions by Device
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Website
New Visitors
Vs
Returning Visitors
Engagement Statistics
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10 Signage
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Finish Chute Sponsor CCB’s Wing
Banners
The Sun Herald 18 18
Westpac 16 28
Adidas 30 6
LAN Airlines 8 6
Rebel 6 6
Gatorade 6 0
SKINS 4 2
Sydney Water 6 4
City of Sydney 2 0
Grill’d 6 4
Coates Hire 4 2
Starwood 2 2
Sheraton 2 0
SEIKO 6 2
ORIX 4 2
Nova 6 2
2UE 4 2
Smooth FM 4 2
NSW Gov 8 0
Woolahra Council 2 0
Waverley Council 2 0
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11 Registrations
Pricing Structure
2014 Start Groups and Locations
The start groups for the City2Surf are split into
order of speed, the fastest to the slowest. Here is a
brief description of each start group:
Elite Wheelchair Athletes - For athletes using
racing wheelchairs, no hand cycles permitted,
who will complete the course sub 38mins.
Seeded - For runners who aim to gain a place in
the top 20 only (by invitation only).
Preferred - Males sub 52 minutes and females sub
56 minutes.
The Sun-Herald (SH1) Red Start - For runners with a
race time sub 70 minutes.
The Sun-Herald (SH2) Green Start - For runners with
a race time sub 90 minutes.
Westpac Life Saver Rescue Helicopter Charity
(Green Start) - For runners with a race time sub 90
minutes.
LAN Airlines Blue Start - Is the first open group with
no qualifying time required. People wishing to run
the length of the course but have no prior race
time are encouraged to enter into this group.
Westpac Yellow Start - For people who aim to run
or jog the course.
Back of the Pack Orange Start - For walkers, fun
groups, pushers (pushed wheelchairs and
strollers).
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Corporate Teams Corporate Teams The Corporate Teams Program is designed to provide registration assistance to team managers, as well as offering the opportunity to organise a post event retreat for fellow team members within the finish area. Corporate Teams Package Options 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. Benefits of these packages include options such as pay later functionality, regular event updates and continual support during the team set-up.
Breakdown of Packages Purchased
Platinum 9
Silver 15
Standard 197
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iTab
iTaB is an engraved medal insert that fits neatly into the back of the finishers medal, with two options for the participant to have a personalised message or net finishers time displayed on them. These are then posted out within 3 weeks of the event. Once again these were available for purchase during the registration process with over 8% of participants purchasing them.
Expo SMS
With over 80,000 participants coming to collect their race bibs from the Race Bib Collection Point, participants received an SMS containing their race bib number and collection details;
‘Hi Frankie (bib: Red 7602) The Sun-Herald City2Surf presented by Westpac bib collection is: Thurs 7am-8pm, Fri 7-4, Sat 8-4, Royal Hall of Industries.’
Event Day Results SMS
The event day results SMS was available for purchase again in 2014 with just over 22% opting to purchase this in the registration process. On event day as participants crossed the finish line they received the following text message;
‘Congratulations Lucas on finishing the 2014 Sun-Herald City2Surf presented by Westpac in 00:52:18. 2015 entries open later today at www.city2surf.com.au’
Technology Innovations
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12 Hospitality Overview
The City2Surf is always a hive of activity, not just on event day, but also in the lead up to.
Friday, August 8, kicked off the 2014 celebrations with the Official Race Brunch being held at The Sheraton on the
Park. The brunch provides direct access for sponsors, key stakeholders and media to speak with the event’s elite
athletes and ambassadors running on the Sunday.
The Bondi Beach Marquee Program again was a big success. Fairfax Events works closely with Waverley Council to
implement the program and were pleased to see the introduction of some key changes to ensure continued success
in this area for future events. Overleaf you will be able to gain a greater understanding of how this program works
and the potential exists within this space.
The weekend was wrapped up with the Official VIP Party which was again hosted at The Bucket List at Bondi Beach.
Key personnel and VIP’s were able to relax , unwind and toast to what was yet another successful event.
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Invite
Official Race Brunch
Date
Friday, August 8, 2014
Venue
The Official City2Surf Race Brunch was held at The
Sheraton on the Park, 161 Elizabeth Street, Sydney.
Time
The Brunch commenced saw guests arrive from
10am for a 10:15am start.
Invitees
Event Stakeholders, Charity Ambassadors, Sponsors,
Fairfax Executive Management and National Media
Organisations including Fairfax Media, Channel 7
and 2UE.
Special Guests
Australia’s Chief de Mission for this year’s
Commonwealth Games - Steve Moneghetti, Comm
Games Gold Medallist and City2Surf starter Michael
Shelley, Rob de Castella, founder of the Indigenous
and Marathon Project and favoured winner and
elite athlete Craig Mottram, Channel 7’s My Kitchen
Rules Luke and Scott supporting the Black Dog
Institute and Chris Edwards, City2Surf legend and
author of “The Untold Story of the City2Surf”.
Catering
Catering was provided by The Sheraton on the Park.
Guests were treated to a juice and smoothie bar,
high tea platters with freshly basked patries and a
selection of savoury canapés.
Formalities
The formalities were hosted by Kurt Hanson. The
brunch included a speech by Managing Director,
Andrew McEvoy and Westpac NSW General
Manager, Jason Stephens.
Fairfax Events I City2Surf Sunday, August10 2014
Date
Sunday, August 10, 2014
Venue
The Official City2Surf Beach Party was held at
The Bucket List which is located on Queen
Elizabeth Drive, Bondi Beach.
Time
The Party was held during the time period of
8:00AM – 14:00PM.
Guests
Event Stakeholders, Charity Ambassadors,
Sponsors, Fairfax Executive Management and
National Media Organisations including
Fairfax Media, Channel 7 and 2UE.
Catering
The catering consisted of a selection of
breakfast and lunch canapés, box meals and
a fish and chips station. Grill’d Burgers
provided beef and chicken sliders and there
was also a paella station. Guests were
provided with a selection of premium
beverages, both alcoholic and non-alcoholic,
a coffee station was also available.
Formalities
The official presentation took place at the
Beach Party from 9:30AM. The formalities were
hosted by Kurt Hanson, Event start announcer
and saw the top three elite wheelchair and
male and female placegetters receive their
trophies.
Entertainment
There is no better way to celebrate the
success of another year than with party tunes
being provided by Furnace and the
Fundamentals and DJ Splatt. Never has there
been so much dancing!
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VIP After Race Party
Invite
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Bondi Marquee Program
Overview
The Bondi Beach Marquee Program is an integral
part of the City2Surf and this year was no different.
Bookings for the marquees were facilitated through
both the Waverley Council and City2Surf websites. 70
x (5mx10m) sites were on offer with 55 being sold by
the time bookings closed on June 24.
It has been seen over the past 2 years a slow decline
in sales of the marquees. Below is a summary of the
changes implemented in 2014 and
recommendations for the program for 2015
Changes in 2014
-Introduction of catering panel
-8x caterers including:
Recommendations for 2015
- Campaign to be released in early 2015 with
bookings potential to maximise bookings to all 70
spaces
-Integration of alcohol supplier in all beverage
packages. Has the potential to include all
categories:
-Beer
-Cider
-Wine
-Sparkling
-Non-Alcoholic beverages
- Relationship with massage therapist to be offered
to key sponsors for activations and post race
marquees
- Dedicated provider for ice
- Supply partner required for provision of
biodegradable products
There are a number of other opportunities for post
race hospitality within the Bondi Basin. Included is the
top floor of the pavilion. This space can host up to
450 people and is the perfect sport for your post
race event. Be sure to speak to the Fairfax
Sponsorship team for details and availability for 2015.
Forte Catering BBQ Spit Catering
Flavours Catering Laissez-faire Catering
Order In Caterers Bay Leaf Catering
Alliance Caterers Amory Catering
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Goodie Bags
Supplier Item
Carmans Kitchen Protein Bar
Carmans Kitchen Nut Bar
Bounce Bounce Balls
Nestle UNCLE TOBYS Oats Creamy Honey Quick Sachets
Revlon Revlon Mitchum Clinical Deodorant, Men and Women
Johnson & Johnson Blister Patches
Vital Health Finish Tablets
Gatorade 350ml Bottles – for Beach Party only
Sheraton Spa Slippers – for Race Brunch only
Grill’d Free Burger Voucher
SKINS Sweatbands
SKINS A4 Flyers
Virgin Active Flyer
All sponsors were approached to provide items as part of the
goodie bags. In addition to sponsors, the invitation was
extended to a database of companies that also provide
samples to be included in the bags.
Each of the below companies provided 600 of each item
which allowed each person to leave with an assortment of
fantastic products. The bags were then distributed at the
Official Race Brunch and VIP Party.
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13 Winners Results
Place First Name Surname Net Time
1 Craig Mottram 41:51
2 Brad Milosevic 42:14
3 Jeffrey Hunt 42:30
4 David McNeill 42:31
5 David Bryne 43:30
6 Matthew Hudson 43:50
7 Stephen Dinneen 44:12
8 Keith Macpherson 44:14
9 Alastair Stevenson 44:28
10 Courtney Atkinson 44:28
Top 10 Males
Top 10 Females
Place First Name Surname Net Time
1 Casey Wood 47:53
2 Milly Clark 48:38
3 Clare Geraghty 49:24
4 Lauren Hamilton 49:33
5 Ellie O’Kane 49:46
6 Stephanie Auston 50:03
7 Kasey Mumby 50:47
8 Julia Degan 52:02
9 Briony Shaw 52:21
10 Jane Fardell 52:36
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Finish Times
0
50
100
150
200
250
300
350
400
450
500
8:26
8:45
8:56
9:07
9:18
9:29
9:40
9:51
10:0
2
10:1
3
10:2
4
10:3
5
10:4
6
10:5
7
11:0
8
11:1
9
11:3
0
11:4
1
11:5
2
12:0
3
12:1
4
12:2
5
12:3
6
12:4
7
12:5
8
13:0
9
13:2
0
13:3
1
13:4
6
Finish Times
Fairfax Events I City2Surf Sunday, August10 2014
Fairfax Events
1 Darling Island Road, Pyrmont NSW 2009 Australia
www.city2surf.com.au