Keep on running… Promoting showpiece sporting events
The Great Birmingham Run is a huge logistical challenge as well as a personal challenge for the competitors. The whole city needs to be onside to maximise the fundraising potential.
The Great Run Company wanted regional PR support – and maximum coverage – for the Morrisons Great Birmingham Run (formerly the Bupa Great Birmingham Run) and the Morrisons Great Birmingham 10k.
We engaged with local businesses, universities and sports clubs, highlighting the inspirational stories of competitors, to develop an integrated media relations campaign. Both national and regional press were targeted as well as specialist sport and fitness titles. We also entered our own team for the half marathon.
Total entries increased by 22% to a then record of 22,000 during Liquid’s work. In addition, the Business Challenge attracted more than 500 runners, representing 46 companies across the region. Liquid obtained more than 80 pieces of media coverage for the half marathon, including ITV News, Daily Mirror, regional television, radio and newspapers. The inaugural Morrisons Great Birmingham 10k saw more than 6,000 runners take part, exceeding the organisers’ target by more than 20%.