Morrisons Great Birmingham Run and Morrisons Great Birmingham 10k
Liquid works with The Great Run Company (formerly Nova International) to give regional PR support for the Morrisons Great Birmingham Run (formerly known as the Bupa Great Birmingham Run) and Morrisons Great Birmingham 10k. Through engaging local businesses, universities, sports clubs, as well as highlighting individual runners’ inspiring stories, Liquid has developed an integrated media relations campaign which targets both national and regional press, as well as specialist sport and fitness titles. Liquid also enters an office team which runs the half marathon every year. Since 2013, entries to the Great Birmingham Run have increased by more than 22% to a record of 22,000 runners in 2014.
In 2014, the Business Challenge attracted record entries of more than 500 runners, representing 46 companies from across the Midlands. The same year also saw more than 80 pieces of media coverage generated for the half marathon, including ITV News, The Mirror, regional TV, radio and newspapers.The inaugural Morrisons Great Birmingham 10k, which took place in May 2015, saw over 6,000 runners take part, exceeding the organisers’ target by more than 20%
For the half marathon in October, Liquid commissioned a ‘Great Birmingham Bun’; this was created by Liquid’s chef consultant David Colcombe, in collaboration with bakery apprentices from University College Birmingham (UCB). David drew on the city’s history and ethnic diversity, as well as his childhood memories, to come up with the recipe for the yummy bun. It was featured on national TV, regional radio, TV and print and samples were sent to selected media, including Good Morning Britain, who tweeted images.
The success of Liquid's efforts continues and the combined media reach for the Morrisons Great Birmingham 10k and Morrisons Great Birmingham Run 2015 was a potential audience of over 77 million, through over 130 pieces of coverage in TV, radio, print and online.