swan river run 2015
DESCRIPTION
ÂTRANSCRIPT
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Fairfax Events I Swan River Run Sunday 26 July 2015
Event Report 2015
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Fairfax Events I Swan River Run Sunday 26 July 2015
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Fairfax Events I Swan River Run Sunday 26 July 2015
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Fairfax Events I Swan River Run Sunday 26 July 2015
Contents 00 01 Introduction & Thanks
02 Our Audience
03 Charity
04 Partners
05 Marketing Strategy
06 Media Partners
07 Registration
08 Hospitality
09 Winner Results
10 Participant Survey Results
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Fairfax Events I Swan River Run Sunday 26 July 2015
Thousands descend on Perths Foreshore for Swan River Run
Nearly 4,000 runners participated in the 2015 WAtoday Swan River Run presented by Westpac, raising more than $105,000 for over
350 charities around Australia.
In an event first, runners were encouraged to leave their headphones at home as live entertainment played across the 14km and
5km courses. Showcased by Hot Dub Time Machine who motivated runners with tunes on the track from the 80s, 90s and now, Perths inaugural Run Out Loud event has been deemed a huge success. Other live entertainment included Perths Australian Army Band, Muchos Mariachi bringing a small piece of Mexico to the Swan River foreshore as well as None the Less one of Perths favourite Stereosonic DJs.
In the elite waves, Stuart Caulfield from South Perth crossed the finish line first in the mens field in a time of 44:06. Chris ONeill from West Perth came in second and James McIntyre from Mount Lawley third with times of 44:54 and 45:05 respectively.
The first female across the finish line was Rochelle Rodgers from Thornlie who ran a time of 51:26. Second and third was former
Olympian Sarah Jamieson and Angie Ross from Subiaco who closely followed with times of 53:13 and 55:20.
In the 5km field, Marc See from Scarborough finished first in the mens field with a time of 15:18 while Malanie Black from F loreat took out the womens race in a time of 19:02. Matthew Ramsden from Cooloongup and Liam Jason from Marmion finished second and third respectively in the mens 5km with Hannah Castle from Subiaco and Rachel McCormich from Nedlands second and third in the womens 5km.
Two elite wheelchair athletes Nigel Young and Justine Dawson also competed in the 5km race finishing with times of 17:19 and
20:56 respectively.
A full list of results will be available tonight via www.swanriverrun.com.au.
The WAtoday Swan River Run raised much needed funds for over 350 Australian charities including Senses Australia, Cure Brain
Cancer Foundation, Breast Care WA and the Leukaemia Foundation. At the 5.5km mark, runners were encouraged to join
Westpac in showing support for the Westpac Lifesaver Rescue Helicopter Service of WA by participating in a short dash for cash.
Nick Fahy, State General Manager WA, Westpac Retail & Business Banking, said:
Westpac is very proud to have again played the part of presenting partner to help deliver the WAtoday Swan River Run to Perth. The turn out from the community, their spirit on course and collective efforts in raising funds and awareness for various causes was
an inspiration. We hope our own commitment to the Westpac Lifesaver Rescue Helicopter Service of WA will help make a big
difference to continue its great work in our community. Congratulations to all who participated on Sunday, said Mr Fahy.
Fairfax Events General Manager Lisa Dowsett said: This event is a must for Perths running community as well as the general public who want to enjoy music and fitness while taking in some of the most spectacular views in Perth. Wed like to extend a big thank you to everyone who participated in todays run. Once again we are overwhelmed by your support and for the money raised.
01 Introduction & Thanks
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Fairfax Events I Swan River Run Sunday 26 July 2015
The Start Area Both the 14km and 5km events started on Governors Avenue, with the Start Event Village being held in the Supreme
Court Gardens. This year Internationally renowned DJ, Hot Dub Time Machine pumped up participants for the race by
playing a range of music across the eras. Participants received free Westpac Run Out Loud headbands by
cheerleaders and were warmed up with the free coffee in the Event Village and by five finger flames as they ran
through the start line.
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Fairfax Events I Swan River Run Sunday 26 July 2015
The Course 14km
The 14km course started on Governors Avenue (next to the Supreme Court Gardens). Runners then ran past Langley
Park to Point Fraser, before turning around and heading back along Riverside Drive.
They then continued down Mounts Bay Road, and turned up the hill into Kings Park. There participants were greeted
with spectacular views of the city, before heading back down the hill and finishing along the Swan River on Hackett
Drive.
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Fairfax Events I Swan River Run Sunday 26 July 2015
The Course 5km
Starting at the same location as the 14km course, the 5km race left Governors Avenue and turning right on to Mounts
Bay Road.
Runners continued down Mounts Bay Rd running along the Swan River, before turning left onto Hackett Drive and
finishing in front of the University of Western Australia.
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Fairfax Events I Swan River Run Sunday 26 July 2015
Finish Line & Event Village
Both the 14km and 5km races finished on Hackett Drive, next to picturesque Swan River. This year, Ministry
of Sound DJs Goodwill and Duncan provided race commentary, as well as tunes to get runners over the
finish line.
After the race, participants were encouraged to relax and unwind in the Event Village on Riley Oval at the
University of Western Australia. The Event Village hosted various VIP areas, sponsor activations and food
and beverage vendors. Goodlife Health Club provided a warm down for participants and event
presentations and sets from a well known local Funk group, Stratosfunk took place on the main stage.
A free shuttle service was also provided to participants heading back into the City after the event.
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Fairfax Events I Swan River Run Sunday 26 July 2015
02 Our Audience
Overseas Entrants
Canada China France Germany Ireland
Italy Japan Malaysia New Zealand Saudi Arabia
Scotland Singapore Sweden Sweden UK
USA Vietnam
ACT NSW QLD SA VIC
Interstate Entrants
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Fairfax Events I Swan River Run Sunday 26 July 2015
Our Audience
0
50
100
150
200
250
300
350
400
00 -12 13 -15 16 -19 20 - 29 30 -39 40 - 49 50 - 59 60 - 69 70 - 79
Entries by Age Division
Male
female
14km Entrants. Starter, Finisher Comparison
Total Entrants 2,110
Total Female Entrants 1,197
Total Male Entrants 913
Total Finishers 1,752
Female Finishers 986
Male Finishers 766
5km Entrants. Starter, Finisher Comparison
Total Entrants 1,594
Total Female Entrants 1,036
Total Male Entrants 558
Total Finishers 1,322
Female Finishers 852
Male Finishers 470
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Fairfax Events I Swan River Run Sunday 26 July 2015
Our Audience
Female 56%
Male 44%
14 km
Female 64%
Male 36%
5 km
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Fairfax Events I Swan River Run Sunday 26 July 2015
03 Charity Charity Program
Online Fundraising System
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 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. everydayhero would then sign up the charity.
This year, The WAtoday Swan River Run presented by Westpac provided entrants with the option of a one off donation
during the registration process. In total this donation raised $14,382.00 for our selected charities.
Upon combining this with all funds raised through everydayhero donation pages, $114,455.13 was raised.
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Charity
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Fundraising Totals
Overall Total
The overall total funds raised for the 2015
WAtoday Swan River Run presented by
Westpac was $114,455.13
Online Fundraising Results
A total of 261 hero pages were created in
this years event with 54% of these pages being active.
40 of the 390 registered charities received
donations
The average raised per active hero page
was $729.84
The top fundraising charities were:
1. Cure Brain Cancer Foundation
2. ReachOut.com by Inspire Foundation
3. Leukaemia Foundation
4. Childrens Leukaemia & Cancer Research Foundation (Inc)
5. Cystic Fibrosis Western Australia
Collectively these charities raised a total of
$72,113.70
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 596 entrants donated a total of
$14,382.00 funds upon registering.
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Fairfax Events I Swan River Run Sunday 26 July 2015
04 Partners
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Westpac Swan River Run Print Edition
An additional ad was given to Westpac in the
Swan River Run print edition of the event guide
Published: Saturday June 20
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Fairfax Events I Swan River Run Sunday 26 July 2015
Westpac Swan River Run Print Edition
Coverage of Ky Hurst training tips in the print edition
of the event guide
Published: Saturday June 20
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Fairfax Events I Swan River Run Sunday 26 July 2015
Westpac
Here comes the run eDM:
This was an added benefit inclusion in
the Here comes the run marketing
newsletter. Westpac used this
opportunity to include training tips
from Ky Hurst
Sent: Sunday April 18
Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
Westpac
8 Weeks To Go eDM:
The 8 weeks to go eDM was used to
promote the social media campaign
in WA #YourRacePerth
Sent: Sunday May 31
Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
Westpac Swan River Run
2 Weeks To Go eDM:
The 2 weeks to go eDM was used to
promote the Wetpac Warm Up with Ky Hurst
and the activations that would be available
on course
Sent: Sunday July 12
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Fairfax Events I Swan River Run Sunday 26 July 2015
Westpac
Web Banners
Website Web Banner
Date Added: 1/5/15
Date Removed: NA
Click Throughs: 2606
Results Page Web/ Banner
Date Added: 26/07/15
Date Removed: 28/08/15
Click Throughs: 22
Logo Partners Page Click Throughs: 117
Website Footer Click Throughs: 257
Results Page Footer Click Throughs: 42
Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
Westpac Swan River Run
Westpac Designated
Page
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Fairfax Events I Swan River Run Sunday 26 July 2015
Westpac Swan River Run
Widget on Homepage
Entertainment Page
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Fairfax Events I Swan River Run Sunday 26 July 2015
Medals
Every finisher for the Swan River Run
received a medal. The medal included the
Westpac logo
The medal lanyard also included the
Westpac logo on it
Westpac
Swan River Run
Front
Back
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Singapore Airlines
Swan River Run Print Edition
An additional ad was given to Singapore Airlines
in the print edition of the event guide
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Fairfax Events I Swan River Run Sunday 26 July 2015
1 Week To Go eDM:
Singapore Airlines used the 1 week to go
eDM to promote exclusive fares to Asia to
Swan River Run participants
Sent: Sunday July 19
Swan River Run
Singapore Airlines
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Fairfax Events I Swan River Run Sunday 26 July 2015
Results eDM:
The same eDM message was used
in the congratulations email for a
final push on the exclusive fare
Sent: Sunday July 26
Swan River Run
Singapore Airlines
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Fairfax Events I Swan River Run Sunday 26 July 2015
Singapore Airlines
Website Results
Home Page Web Banner
Date Added: 21/6/15
Date Removed: 19/7/15
Click Throughs: 959
Logo Partners Page Click Throughs: 121
Website Footer Click Throughs: 240
Results Page Footer Click Throughs: 53
Swan River Run
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Singapore Airlines Swan River Run
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BMW Swan River Run Print Edition Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
8 Weeks To Go eDM:
BMW used the 8 weeks to go eDM to
promote the BMW Sprint and 1 Series
Sent: Sunday May 31
BMW Swan River Run
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4 Weeks To GO eDM:
BMW used the 8 weeks to go eDM to
promote the BMW Sprint and 1 Series
Sent: Sunday May 3
BMW Swan River Run
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BMW Solus eDM:
The Solus BMW eDM was sent to
promote the BMW sprint and
encourage people to register
Sent: July 2
BMW Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
2 Weeks To Go Solus eDM:
BMW used the 8 weeks to go eDM to promote
the BMW Sprint and 1 Series
Sent: Sunday July 12
BMW Swan River Run
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Results eDM:
The results eDM was used to
announce the winners of the
BMW Sprint
Sent: Sunday July 26
BMW Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
BMW
Web Banners
Website Web Banner
Date Added: 28/6/15
Date Removed: 26/7/15
Click Throughs: 911
Results Page Web/ Banner
Date Added: 26/07/15
Date Removed: 28/08/15
Click Throughs: 12
Logo Partners Page Click Throughs: 121
Website Footer Click Throughs: 220
Results Page Footer Click Throughs: 21
Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
BMW Swan River Run BMW Designated
Page
400m Australian sprint runner Annelise
Rubie, came on board as the BMW
Sprint ambassador across the series
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Fairfax Events I Swan River Run Sunday 26 July 2015
BMW Swan River Run BMW Slider on
Homepage
The slider position on the homepage was an
added benefit offered to BMW to further
promote the BMW Sprint
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Fairfax Events I Swan River Run Sunday 26 July 2015
BMW Swan River Run Entertainment Page
The BMW Sprint was also added to the
entertainment page of the website
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Rebel 2 Weeks To Go eDM:
The 2 weeks to go eDM was used to
encourage people to go to rebel stores
for running gear
Sent: Sunday July 12
Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
Rebel 1 Week To Go eDM:
The 2 weeks to go eDM was used to
encourage people to go to rebel
stores for running gear
Sent: Sunday July 19
Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
Rebel
Website Results
Home Page Web Banner
Date Added: 12/7/2015
Date Removed: 26/7/2015
Click Throughs: 570
Logo Partners Page Click Throughs: 120
Results Page Footer Click Throughs: 18
Swan River Run
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Rebel Swan River Run
In Store Marketing Posters
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Hydralyte
8 Weeks To Go eDM:
Hydralyte used the 8 weeks to go eDM
to promote a $10 voucher for runners
before the race
Sent: Sunday May 31
Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
Hydralyte
6 Weeks To Go eDM:
Hydralye used the 6 weeks to go eDM
to advise the recommended dosage
before racing
Sent: Sunday June 14
Swan River Run
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Hydralyte
Website Results
Home Page Web Banner
Date Added: 31/5/2015
Date Removed: 14/6/2015
Click Throughs: 403
Logo Partners Page Click Throughs: 115
Swan River Run
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Four Points
6 Weeks To Go eDM:
The 6 weeks to go eDM was used to
encourage runners to stay at Four
Points when preparing for the race
Sent: Sunday June 14
Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
Four Points
4 weeks To Go eDM:
The 4 weeks to go eDM was used
to let runners know the location of
the hotel and the special rate
Sent: Sunday June 28
Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
Four Points 2 weeks To Go eDM:
The 2 weeks to go eDM was used to
let runners know the location of the
hotel and the special rate
Sent: Sunday July 12
Swan River Run
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Four Points
Web Banners Website Web Banner
Date Added: 28/5/2015
Date Removed: 28/6/2015
Click Throughs: 680
Results Page Web Banner
Date Added: 26/07/15
Date Removed: 28/08/15
Click Throughs: 12
Logo Partners Page Click Throughs: 121
Swan River Run
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ORIX
4 Weeks To Go eDM:
The 4 weeks to go eDM was used to
promote the brand, a vehicle leasing
company
Sent: Sunday June 28
Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
ORIX
Website Results
Home Page Web Banner
Date Added: 20/5/2015
Date Removed: 30/5/2015
Click Throughs: 243
Logo Partners Page Click Throughs: 119
Swan River Run
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Constant
Website Results
Home Page Web Banner
Date Added: 20/5/2015
Date Removed: 30/5/2015
Click Throughs: 254
Logo Partners Page Click Throughs: 119
Swan River Run
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Fairfax Events I Swan River Run Sunday 26 July 2015
05 Marketing Strategy Overview
The WAtoday Swan River Run presented by Westpac returned for its second 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 March 8, comprising 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 WAtoday Swan River Run presented by Westpac is amping up. Leave your headphones at
home because were 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 Perths favourite fun runs. Join us as we raise funds for over 250 charities.
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Fairfax Events I Swan River Run Sunday 26 July 2015
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
Three 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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Fairfax Events I Swan River Run Sunday 26 July 2015
Communications Strategy
18 WEEKS OUT 12 WEEKS OUT POST EVENT
Social media content
EDMs to WA database
Advertising across the Fairfax digital network
Editorial and PR
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 May 13) Early Bird Price Early Bird Extended: May 14 - Jun 24 Standard Entry Price Enter now (June 25 Jul 15) Late Entry Price Last chance to enter (Jul 16 - Jul 25 ) Swan River Run (Jul 28)
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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
PRESS 1,007,000
PR 1,400,000
SOCIAL AMBASSADORS 29,437
DIGITAL 485,000
SOCIAL 19,949,891
E-NEWSLETTERS 152,292
POSTERS & FLYERS 56,000
PARTNERS 223,139
MEDIA PARTNERS 4,210,866
TOTAL 27,572,625
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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
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Fairfax Events I Swan River Run Sunday 26 July 2015
Press The Watoday Swan River Run presented by Westpac was nationally through the Australian Financial Review and reached
regionals via the Fairfax community network. A special 16 page print edition of the WAtoday was published in June,
featuring a Swan River Run Event Guide insert.
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
Event Guide
10,000 copies of the paper were printed and
distributed to cafes and local businesses.
Australian Financial Review - Readership: 1,007,000
House ads: May July
Regional Press
Competition run via ads in regional Fairfax publications:
May - July
Total: - Reach: 1,017,000
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Event Guide A special 16 page print edition of the WAtoday was
published in June, featuring a Swan River Run Event
Guide insert.
10,000 copies of the paper were printed and
distributed to cafes and local businesses,
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Event Guide
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PR 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.
General PR Media stories were generated across partner publication, WAtoday, as well as radio interviews with Nova 93.7 including
feature interviews with Westpac Ambassador Ky Hurst and DJ Hot Dub Time Machine with a music mash up played at the
completion of the interview.
4 entrant stories were published with WAtoday 1 x feature story (1 minute 43 seconds) on Channel 10 featuring Nat Medhurst 3 x radio interviews (Ky Hurst, Hot Dub Time Machine and N,N&S discussing their social media videos) 1 x post event story on Channel 7 news
WA Weekender Two 1 minute segments on local WA show WA Weekender were secured with media partner station Channel 7 with both
stories featuring Westpac Ambassador Ky Hurst and a fly over of the Swan River Run course from the Westpac Rescue
Helicopter.
Segment 1: http://www.waweekender.com.au/episodes/episode-23
Segment 2: http://www.waweekender.com.au/episodes/episode-24-2/
NOVA Video Content A series of short videos were produced and shared online to create a strong social media/viral video push to promote the
event.
Radio partner Nova Entertainments Perth breakfast crew Nathan, Nat and Shaun were engaged to feature in the 5 videos which spanned across the music ages (80s, 90s, naughties and today) with costume theming, key messaging and a specific call to action driving people to the website to register for the run.
The sharing of the videos through Nova (website and facebook page), the Run Out Loud facebook page and WAtoday
proved to be a positive use of the launch funds to engage interest in the Swan River Run.
Total: - Reach: 1,400,000. Value: $121,830
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Media Coverage
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Fairfax Events I Swan River Run Sunday 26 July 2015
Three social media influencers were engaged to promote the Swan River Run in the lead up to the event.
Coverage received from the ambassadors was hugely successful with one ambassador, Natalie Medhurst posting multiple photos and featuring in an extended piece on Channel 10 promoting the event.
Amanda Bisk Total Likes = 14,546
Total: Reach: 29,437
Social Media Ambassadors
Natalie Medhurst Total likes = 981
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Fairfax Events I Swan River Run Sunday 26 July 2015
Social Media Ambassadors
A full length post was also written and published on Raynes blog www.rayneembley.com.au. The site is currently under
construction so links are not available at this stage.
Rayne Embley Total Likes = 14,000
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Fairfax Events I Swan River Run Sunday 26 July 2015
Digital
The WAtoday Swan River Run 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 watoday.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.
watoday.com.au Monthly unique audience: 485,000*
- Home page RHT: 8 March 25 July
- Sport Page tile : 8 March 25 July
- Display ads (Homepage hero web-tiles, sidebar tiles, & spotlight tiles): 8 March 25 July
*Source: Nielsen Online Ratings | Hybrid | Surfing | Aug 2015.
Total: Reach: 485,000
Homepage Takeover: watoday.com.au April 18
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E-Newsletters E-newsletters were sent to the Fairfax Sports and WA databases. A range of event key information, ambassadors,
competitions, images & videos were used to engage existing customers throughout the 12 week campaign.
WA Database 2,498 subscribers
21 Dec Pre-Xmas Entry Offer
30 Jan Special Launch Offer
19 Mar SLO Closing Soon
9 Apr SLO Closes this Friday
18 Apr ROL Launch
7 May Early Bird Entries closing May 13
12 May Final Countdown for Early Birds
18 May Early Bird Entries Extended
18 Jun Last Chance for Early Bird Entries
23 Jun 48 hours left for Early Birds
15 Jul ROL Entertainment Announcement
Participant Database 2,794 subscribers
31 May 8 weeks to go
14 June 6 weeks to go
28 June 4 weeks to go
12 July 2 weeks to go
19 July 1 week to go
23 July Important Race Day Information
26 July Congratulations
29 July Survey
Fairfax National Sport-eNews 147,00 subscribers
24 Nov New Year Challenge
13 Feb Event news
30 Apr Run Out Loud Launch
Total: - Reach: 152,292
WA Database Entertainment Announcement eDM
July 15, 2015
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WEEKS TO GO SEND DATE MAILING
LIST TOTAL TOTAL OPENS
TOTAL OPEN RATE %
TOTAL CLICK THROUGHS
TOTAL CLICK THROUGH
8 WEEKS TO GO 31/05/15 667 1,001 66.42% 129 16.34%
COURSE DETAILS 64
RAISING MONEY 13
HYDRALYTE 15
HOT DUB TIME MACHINE 9
FACEBOOK 5
ITAB 4
WESTPAC 3
RUN OUT LOUD 3
VOLUNTEERS 3
MARQUEES 2
FUNDRAISING 2
BMW 2
6 WEEKS TO GO 4/06/15 918 1,339 64.27% 94 7.30%
14KM 33
i5KM 18
RUN OUT LOUD 10
ONLINE SHOP 9
FACEBOOK 6
STARWOOD HOTELS 7
FUNDRAISING 5
VOLUNTEERS 3
MARQUEES 2
4 WEEKS TO GO 28/06/15 1,568 1,946 57.02% 1,261 16.77%
EVENT GUIDE 941
WATODAY ARTICLE 116
SPOTIFY 72
ONLINE SHOP 10
RUN OUT LOUD 10
WATODAY 7
FACEBOOK 93
BMW 4
STARWOOD HOTELS 4
Participant database
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Participant database WEEKS TO GO SEND DATE
MAILING LIST TOTAL
TOTAL OPENS TOTAL OPEN
RATE % TOTAL CLICK THROUGHS
TOTAL CLICK THROUGH
2 WEEKS TO GO 12/07/15 1,917 2,724 67.81% 352 14.08%
RACE BIB COLLECTION 212
ENTERTAINMENT 23
ENTRY DETAILS 17
NOVA YOUTUBE 16
FACEBOOK 11
WESTPAC 12
ITAB 9
REBEL 8
SPOTIFY 10
STARWOOD HOTELS 4
1 WEEK TO GO 19/07/15 2,291 3,866 69.62% 976 29.03%
RACE BIB COLLECTION 468
TRANSPORT 285
ENTERTAINMENT 81
REBEL 24
SINGAPORE AIRLINES 24
ITAB 22
SPOTIFY 23
RUN OUT LOUD 14
FACEBOOK 11
BMW 5
FUNDRAISING 3
FINISHERS - CONGRATULATIONS 26/06/15 2,010 4,497 86.22% 2,228 55.47%
TIKTOK 1,391
MARATHON PHOTOS 413
FACEBOOK 200
BMW 80
ITAB 52
FUNDRAISING 36
SINGAPORE AIRLINES 38
PROMOTION PHYSIO 12
RESTAURANT REVOLUTION 5
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Countdown eDMs
8 weeks to go
6 weeks to go
4 weeks to go
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Countdown eDMs
2 weeks to go
1 weeks to go
Important Race Day
Information
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Social Media Weekly organic and social media posts were executed through the new national Run Out Loud social page from
June 18. A range of event key information, ambassadors, competitions, images & videos and paid adverts were used to
drive the platforms.
The Run Out Loud 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 : 111,556 - Total 6 week campaign reach: 681,587 Likes - Total increase in likes throughout the 18 week campaign: 293 likes
-Facebook Audience
Facebook Audience
Total: Reach: 3,322,916
Handle: @runoutloud Likes: 52,000 Hashtag: #ROL
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Social Media Handle: @runoutloud Likes: 52,000 Hashtag: #ROL
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Social Media Handle: @runoutloud Likes: 52,000 Hashtag: #ROL
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Social Media
Facebook Top posts
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Social Media
Name: @runoutloudau Posts: 204 Followers: 1,772
Instagram
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Paid Social Media A paid digital media campaign was executed for Swan River Run 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 25,541 1,854,082 1.37% $0.53 $13,535.95 283 $47.83
Video 153 79,018 0.19% $13.14 $2,009.89 3 $669.96
Programmatic 17,446 14,693,875 6.99% $0.40 $6,998.43 321 $21.80
Total 43,140 16,626,975 0.26% $0.52 $22,544.27 607 $37.14
Total: Reach: 16,626,975 Value: $22,544
Insights The best converting medium from a CPA perspective was Programmatic where we had 321 conversions at $21.80 a conversion.
Ad Creative
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Outdoor An extensive combination of outdoor avenues were utilised for event exposure in key locations during June, 2015.
Direct Mail
35,000 flyers were distributed to inner city Perth 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
16,000 flyers highlighting road closures and entry details delivered to local residents on the course route.
Flyers & Posters
5,000 flyers and 300 posters were distributed to cappuccino strips and entertainment precincts, including cafes,
markets, music and other relevant retail stores, community centres, laundromats, some of the unis and TAFEs,
backpackers, select hotels. Locations included Perth CDB and across the wider metro area (South Perth, Leederville,
Mt Lawley, Subiaco, Northbridge, Nedlands, Fremantle and Cottesloe)
Selected Rebel stores were sent 2,000 flyers and 10 posters to promote the event to customers.
1,000 water bottles and flyer were handed out by promo staff in the city centre on June 22.
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Street Flags
122 Street Flags promoted the event around the City of Perth
from July 13 to 26.
St Georges Tce (Milligan - King St)
St Georges Tce, (King - William St)
St Georges Tce, (William - Barrack St)
St Georges Tce, (Barrack - Victoria Ave)
Adelaide Tce, (Victoria - Bennett St)
Adelaide Tce, (Bennett - Plain St )
Outdoor
Outdoor Street Posters
A new initiate for 2015. 100 x AO street posters promoted the
Swan River Run at prime outdoor locations across Perth.
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Large Format Outdoor
Two large format outdoor billboards were used for this
campaign in key high traffic areas. Situated on Wellington St
and Charles St.
Outdoor
Anytime Fitness Screens
We engaged with local gym Anytime Fitness to convey the Swan
River Run message directly to a fitness and health audience. Our
10 second video played across 22 screens in Perth every 90
seconds. This was supported with a social media post out to the
Anytime Fitness database.
Health and Fitness database
We purchased an additional health and fitness database
while our own Perth database is still growing with a
guaranteed 3,000 click throughs to the Swan River Run
website.
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Runners Guide
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Partner Databases
Various partners were engaged to promote the events to
their databases and social channels with special offer
discount codes.
WAtoday Facebook: 63,139
The WAtoday Facebook page supported the campaign
posting key messages, promoting posts and with
giveaways.
Fairfax Sport & Fitness Newsletter : 70,000 national
24 Apr: Special Launch Offer
29 Jun: Early Bird Entries Closing
13 July: Last chance to enter
Fairfax Lifestyle Newsletter : 36,000 national
24 Apr: Special Launch Offer
WAtoday Member Newsletter: 54,000
24 Apr: Special Launch Offer
29 Jun: Early Bird Entries Closing
13 July: Last chance to enter
WAtoday Agency Clients
June : Social media posts with offer to database
Total: - Reach: 223,139
T
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Partner Databases
Western Force
May 9, 23 & 30: TVC at home games
May 11 & July 6: Western Force homepage tile
25 June: EDM banner
Perth Fitness Expo
Jun: Social media posts, EDM with offer to database
UWA Sport and Recreation Association (UWA Sports)
June : Promotion to database
SuperNova Pop Culture Expo
June: Social media posts with offer to database
Good Life Health Clubs
June: Social media posts, EDM with offer & Digital
Poster in Perth clubs
Perth Running Club
June: Social media posts, EDM and ticket competitions
with members
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Channel 7 TV: 2,500,000 Advertising across the Channel 7 and 7two WA region. Two WA Weekender segments Content integration across primary and digital channels Live cross from City2South start/finish line Channel 7 ambassadors including Jesse James, Hayley Roper and Blake Johnson Paid advertising spend across Channel 7 WA region
NOVA Radio: 525,000 Online: 22,767 daily UBs, Social: 500,000 CSA advertising across Nova 93.7 Live credit lines and event pointers Inclusion on novafm.com.au Whats On page In-program support integrating Swan River Run into morning or drive program Promotion across social media channels Ambassadors to run in event and use for PR opportunities to promote Swan River Run including Dave
McClung.
6PR Radio: 156,000, Online: 473,214 Social: 6300 CSA advertising across 6PR Live credit lines and event pointers Inclusion on 6PR.com.au Promotion across social media channels
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
06 Media Partners Total: - Reach: 4,210,886 Value: $175,000
Key partnerships were created with Channel 7, NOVA , 6PR and R4YL magazine.
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07 Registrations
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). WAtoday Red Start: This Start Group is for athletes who will complete the course in a qualifying time of sub 80mins. 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). For the 5km event there is the Elite Wheelchair Start Group as well as two general Start Groups:
Pricing Structure
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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 10% of participants purchasing this.
Bib Collection SMS With over 3,700 participants coming to collect their race packs from the Race
Pack Collection Point, participants received an SMS containing their race bib
number and collection details;
Hi Tiffany, your 2015 Swan River Run Green race no. is 4890. Please collect your race bib this Fri 8-4 or Sat 9-2 from rebel, Raine Sq
Event Day Results SMS The event day results SMS was available for purchase again in 2015 with just
over 15% opting to purchase this in the registration process. On event day as
participants crossed the finish line they received the following text message;
Congratulations Chris on finishing the 2015 Swan River Run in a time of 01:03:26. For full results, please visit swanriverrun.com.au #ROL
Technology Innovations
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08 Hospitality
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The official VIP Race Breakfast was
held in Finish Village in the grounds
of the University of Western
Australia, starting from 7am.
In a marquee positioned opposite
the stage, our guests, including our
Key sponsors and stakeholders,
elite athletes, competition winners
and partners, enjoyed the music
of Stratosfunk.
With catering by La Mint there was
plenty of delicious food available,
whilst the Coffee Crusaders made
coffee and hot chocolates upon
request.
Invite
Race Brunch &
VIP After Race
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Food Stall Holders
Start Line Free Coffee was provided by Coffee Crusader at the start area, Perths Mobile Coffee Van providing highest quality of freshly group organic coffee, courtesy of Westpac.
Finish Village Food stallholders are the perfect way to compliment the public seating area within the
Finish Village.
There were 3 stallholders this year:
Guerilla Brazillian Foods offered a new food experience with an explosion of exciting Latin
American flavours at the Finish area.
JuicyQ provided fresh cold press juice.
Lil York provided a mobile kitchen offering healthy, delicious food and coffee.
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Goodie Bags
Supplier Item
Perrigo OsteoEze Capsules
Perrigo LipEze Cream
Perrigo LipEze Sunscreen balm
Perrigo Cool Charm Body Spray
Perrigo Purell Advanced Hand Santitzer
Perrigo Purell Advanced Hand Santitzer Advanced
Perrigo Fresh Roll on Deoderant
Carmans Muisli Bar
Carmans Protein Bar
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09 Winners Results 14 km
Top 10 Males
Place First Name Surname Net Time State
1 Stuart Caulfield 0:44:06 WA
2 Chris O'Neill 0:44:54 WA
3 James McIntyre 0:45:05 WA
4 Stephen Stockwell 0:48:10 WA
5 James Smith 0:49:42 WA
6 Philip Gore 0:50:05 WA
7 Adam Irving 0:50:19 WA
8 Steve Pratt 0:50:19 WA
9 David Williams 0:50:54 WA
10 Jan Bochat 0:51:13 WA
Place First Name Surname Net Time State
1 Rochelle Rodgers 0:51:26 WA
2 Sarah Jamieson 0:53:12 WA
3 Angie Ross 0:55:18 WA
4 Tanika Pember 0:55:47 WA
5 Alise Farrelly 0:56:13 WA
6 Rachael Smith 0:56:16 WA
7 Sarah Rusbatch 0:56:59 WA
8 Clare Wardle 0:57:46 WA
9 Madeleine Hay 0:58:57 WA
10 Kim Shannon 0:59:20 WA
14 km Top 10 Females
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Winners Results
Place First Name Surname Net Time State
1 Marc See 0:15:18 WA
2 Matthew Ramsden 0:15:45 WA
3 Liam jason 0:16:18 WA
4 Alex Dreyer 0:16:22 WA
5 Alain Dutton 0:17:05 WA
6 Anthony Sciano 0:17:28 WA
7 Nathan Bailey 0:17:37 WA
8 Christopher Dale 0:17:40 WA
9 Chris Lark 0:18:08 WA
10 Mitchell Hoar 0:18:18 WA
Place First Name Surname Net Time State
1 Melanie Black 0:19:02 WA
2 Hannah Castle 0:19:13 WA
3 Rachel McCormick 0:19:31 WA
4 Jessica Jason 0:19:44 WA
5 Madison Good 0:19:45 WA
6 Jemima Cummins 0:19:48 WA
7 Rosie Farrell 0:21:04 WA
8 Jemima Crosby 0:22:10 WA
9 Natalie Medhurst 0:22:15 WA
10 Nikita Fredonnet 0:22:31 WA
5 km
Top 10 Males
5 km Top 10 Females
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Finish Times
0
10
20
30
40
50
60
70
8:44
8:49
8:52
8:55
8:58
9:01
9:04
9:07
9:10
9:13
9:16
9:19
9:22
9:25
9:28
9:31
9:34
9:37
9:40
9:43
9:46
9:49
9:52
9:56
9:59
10:0
2
10:0
5
10:0
8
10:1
1
10:1
4
10:1
8
10:2
1
10:2
6
10:2
9
0
10
20
30
40
50
60
70
80
7:45
7:
47
7:49
7:
51
7:53
7:
55
7:57
7:
59
8:01
8:
03
8:05
8:
07
8:09
8:
11
8:13
8:
15
8:17
8:
19
8:21
8:
23
8:25
8:
27
8:29
8:
31
8:33
8:
35
8:37
8:
39
8:41
8:
43
8:47
8:
53
9:38
10
:24
5 km Finishers
14km Finishers
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10 Survey Results
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Blah Blah Blah
Blah Blah Blah
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Partner
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Partner
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