Sun Run and Cole Classic 2015 Event Report
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Transcript of Sun Run and Cole Classic 2015 Event Report
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Event Report 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Contents 00
10
01 Introduction 12
02 Our Audience 16
03 Charity 27
04 Partners 32
05 Expo 111
06 Marketing Strategy 114
07 Media Partners 168
08 Website 171
09 Registration 178
10 Winners Results 187
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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12
Introduction &
Thanks
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
The Course – Sun Run The Sun Run course begins in Dee Why before making its way along the coast through Curl Curl and Harbord down to Manly. The course enters Manly across the Queenscliff Bridge and runs down North Steyne, finishing on South Steyne at Wentworth St. The 10km course also includes a loop around John Fisher Park.
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Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
The Course – Cole Classic
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Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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10km Entrants. Starter, Finisher
Comparison
Total Entrants 3607
Total Female Entrants 1846
Total Male Entrants 1761
Total Starters 3033
Total Finishers 3028
Female Finishers 1522
Male Finishers 1506
7km Entrants. Starter, Finisher
Comparison
Total Entrants 1905
Total Female Entrants 1197
Total Male Entrants 708
Total Starters 1638
Total Finishers 1642
Female Finishers 1024
Male Finishers 618
Our Audience 02
Sun Run Total Entrants: 5512
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Gender Comparison
37%
63%
7km Gender Comparison
Male Female
55%
45%
Total Gender Comparison
Female Male
49% 51%
10km Gender Comparison
Male Female
0
1000
2000
3000
4000
5000
6000
7km 10km Total
Sun Run Total Entrants
Male
Female
Total
Our Audience – Sun Run Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Female Divisions 10km
Male Divisions 10km
0
200
400
600
800
0
200
400
600
800
00-12 13-15 16-19 20-29 30-39 40-49 50-59 60-69 70-79 80+
Our Audience – Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Female Divisions 7km
Male Divisions 7km
0
100
200
300
400
0
50
100
150
200
Our Audience – Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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0
100
200
300
Top NSW Suburbs
5373
23 66 17 1 3 4 3 18
Entrants By State
Our Audience – Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Balgowlah 8%
Becon Hill 5% Collaroy
5%
Cremorne 5%
Dee why 15%
Freshwater 7%
Manly 20% Randwick
5%
Sydney 9%
Frenchs Forest 5%
Mosman 7%
Queenscliff 4%
Bondi 5%
Top suburbs
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Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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1km Entrants. Starter, Finisher
Comparison
Total Entrants 1792
Total Female Entrants 859
Total Male Entrants 933
Total Finishers 1524
Female Finishers 737
Male Finishers 787
2km Entrants. Starter, Finisher
Comparison
Total Entrants 1449
Total Female Entrants 490
Total Male Entrants 959
Total Finishers 1248
Female Finishers 410
Male Finishers 838
9km Entrants. Starter, Finisher
Comparison
Total Entrants 11
Total Female Entrants 1
Total Male Entrants 10
Total Finishers N/A
Female Finishers N/A
Male Finishers N/A
Cole Classic Total: 3252 Entrants
* Cole Classic 9km cancelled due to poor conditions
Our Audience – Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Our Audience – Cole Classic
Gender Demographics
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52% 48%
1km
Male Female
92%
8%
9km
Male Female
66%
34%
2km
Male Female
59%
41%
Total Entries
Male Female
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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0
500
1000
1500
2000
2500
3000
3500
ACT NSW NT QLD SA TAS VIC WA Outside Australia
Interstate Entries
9%
18%
46%
27%
Overseas Entries
Brasil New Zealand UK Unites States
Our Audience – Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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0
50
100
150
200
Top NSW Suburbs
Our Audience – Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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03 Charity Charity Program
Online Fundraising Platform
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 Funds Raised tally, where participants
were directed to the event micro site on Everyday Hero.
The platform has the following features;
Allowed participants to choose their favourite charity, then
create and personalise their own fundraising website page
Participants each had a unique website link which they could
send onto their friends and family to seek sponsorship
The participants’ fundraising page had a fundraising tally, and a
personalised target
Participants’ could create their own blog to update friends on
their progress
If a participants’ favourite charity did not appear on the website,
they could request it to be added. Everyday Hero would then sign
up the charity.
This year, the Sun Run and Cole Classic presented by Virgin
Active provided entrants with the option of a one off donation
during the registration process. In total this donation raised $26,516
for our selected charities.
Upon combining this with all funds raised through Everyday Hero donation pages, $141,681.82 was raised.
Gold Charity Program
Another charity component that was introduced to the event this
year was the Gold Charity Program. Charities who registered in
this program were listed in the one-off donation and enquiries
listing throughout the registration process. These charities were;
• National Breast Cancer Foundation
• Cure for Life Foundation
• Canteen
• Prostate Cancer Foundation Australia
• The Kid’s Cancer Project
• Black Dog Institute
• Autism Spectrum Australia
• Alzheimer’s Australia NSW
• WWF Australia
• The Children’s Hospital at Westmead
Fundraising Totals
Overall Total
The overall total funds raised for the 2015 Sun Run and Cole Classic campaign was $ 141,681.82 .
Online Fundraising Results
259 hero pages were created in this year’s event with
64% being active, to raise a total of $115,165.82 for
participating charities. 59 of the 853 registered
charities received donations. The average donation
raised per active hero page was $446.37.
The top fundraising charities were:
• Giant Steps Sydney- A school for children with
Autism -$29,935.91
• Kids Cancer Project- $23,050.56
• Sanfilippo Children’s Foundation- $10,0005
• Australian Cancer Research Foundation-
$8,867.40
• Black Dog Institute- $6,977.94
Collectively these charities raised a total of $78,836.81
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 1,175 participants donated a total of $ 26,516
funds upon registering.
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Charity
Top 5 Individual Fundraisers
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Charity
Top 5 Team Fundraisers
Name Charity Amount Raised
Stephen Flannery Giant Steps Sydney- A school for children with Autism
$9,730.75
Anna Witty Giant Steps Sydney- A school for children with Autism
$4,190.25
Christina Forrest Ovarian Cancer Australia $2,794.02
Debbie Chalmers Sanfilippo Children’s Foundation $2,020
Ingrid Maack Sanfilippo Children’s Foundation $1,935
Team Name Amount
Raised
Fugen’s Big Splash for Giant Steps Swim Team
Giant Steps Sydney- A school for children with Autism
$25,745.66
Team Aidan Kids Cancer Project
$17,910.50
Sanfilippo Children’s Foundation
Sanfilippo Children’s Foundation
$8,945
Freestylin’ Life Changin’ Sisterhood
Life Changing Experiences Foundation
$3,294.75
Team KidsCancerProject
Kids Cancer Project $2,964.73
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Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
04 Partners
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Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Virgin Active
Logo Partners Page Click Throughs: 348
Website Footer Click Throughs: 620
Results Page Footer Click Throughs: 37
Web Banners
Website Web Banner
Date Added: 23/11/14
Click Throughs: 2859
Results Page Web Banner
Date Added: 01/02/15
Date Removed: 22/02/15
Click Throughs: 25
Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Logo Partners Page Click Throughs: 323
Website Footer Click Throughs: 488
Results Page Footer Click Throughs: 37
Web Banners
Website Web Banner
Date Added: 23/11/14
Click Throughs: 2637
Results Page Web Banner
Date Added: 01/02/15
Date Removed: 22/02/15
Click Throughs: 17
Virgin Active Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Entries Open eDM As presenting partner, Virgin Active featured on the
combined Sun Run and Cole Classic entries are now
open eDM
Runners were directed to enter both events. The first
100 participants to enter both the Sun Run and Cole
Classic received a Virgin Active towel/bag
Sent date: Sunday, November 9
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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10, 8 & 6 Weeks to Go eDM Virgin Active used their 10 Weeks to Go eDM to
encourage people to start training in their clubs for
event weekend- with a special $1 joining fee on a
12 month membership
10 Weeks to Go:
Sent date: Tuesday, November 25
8 Weeks to Go:
Sent date: Sunday, December 6
6 Weeks to Go:
Sent date: Sunday, December 21
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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3 & 1 Weeks to Go eDM Virgin Active used their 3 Weeks to Go
eDM to encourage race goers to take
up cross training via a free session which
could be booked online in their clubs
3 Weeks to Go:
Sent date: Sunday, January 11
1 Week to Go:
Sent date: Sunday, January 25
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Results/Congrats eDM Virgin Active congratulated all 2015
participants and offered them 50% off
their joining fee when signing up within
the month after race weekend.
Sent date: Sunday, January 25
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Web Page The Virgin Active web page on both
event website’s featured information on
their training clubs and their involvement
with event weekend
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Training Plans Both event website’s featured a drop down tab
for Virgin Active training plans. Nutritional
information was outlined, as was as a specially
designed training plan for both events
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Training Plans - Sun Run
Virgin Active Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Training Plans - Cole Classic
Virgin Active Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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4 Page Launch Wrap Appeared in The Sydney Morning Herald,
Saturday, November 22
Virgin Active occupied the only quarter
page strip ad that appeared on page 4 of
the wrap
The Sydney Morning Herald
Readership: 1,117,000(Mon-Sat)*
Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Nov 2014
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Countdown Print Ad Appeared in The Sydney Morning Herald,
Saturday, December 6
The Sydney Morning Herald
Readership: 1,117,000(Mon-Sat)*
Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Nov 2014
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Event Guide Appeared in The Sydney Morning
Herald, Saturday, January 10
Virgin Active occupied a full
page ad in the page 4 wrap
The Sydney Morning Herald
Readership: 1,117,000(Mon-Sat)*
Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Nov 2014
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
51
Post Event Full Page Appeared in The Sydney Morning Herald,
Monday, February 2
Virgin Active occupied the only quarter
page strip ad
The Sydney Morning Herald
Readership: 1,117,000(Mon-Sat)*
Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Nov 2014
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Editorial Editorial featuring the Event logo including
the Virgin Active logo appeared in The
Sydney Morning Herald on January 24 and
February 2
The Sydney Morning Herald
Readership: 1,117,000(Mon-Sat)*
Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Nov 2014
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Social Posts
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Runners Certificate Certificates for runners, volunteers and
participants who raised money for charity
were available on the event website for
download
These certificates were signed on behalf of
Darren Goodsir, Editor of The Sydney
Morning Herald and Mark Blackman,
Managing Director of Virgin Active
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Trophies In 1996, Chris Cole approached ceramist
Celeste Coucke to design and make
trophies for the Bondi Beach Cole Classic.
Chris’s approach was to have trophies
created by a local artist that were functional
and one-off rather than mass produced
“dust catchers”. He wanted something
different for the Cole Classic- it’s not your
average swim and he didn’t want average
prizes
It’s rare that art and sport align, but in this
case it’s been a seamless fit. 17 years and
over 2500 Cole Classic trophies later ,
Celeste and her team- husband and fellow
artist Steve Fearnley with master potter Neil
Boughton- are still making the iconic
trophies. Each of the prizes is an original- just
like the people who win them. Virgin Active
were added to the trophies in 2015
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Medals Every finisher for the Sun Run and Cole
Classic received a medal. The medal
included the Virgin Active logo
The medal lanyard also included the Virgin
Active logo on it
Virgin Active Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Sun Run Race Bibs The Virgin Active logo appeared on the front
of all Sun Run race bibs. The Virgin Active
logo also appeared on the reverse
Virgin Active Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Web Banners Date Added: 21/12/14
Date Removed: 18/01/15
Click Throughs: 903
Results Page Web Banner
Date Added: 01/02/15
Date Removed: 22/02/15
Click Throughs: 22
Engine Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Logo Partners Page Click Throughs: 300
Website Footer Click Throughs: 508
Results Page Footer Click Throughs: 53
Web Banners Date Added: 21/12/14
Date Removed: 18/01/15
Click Throughs: 930
Results Page Web Banner
Date Added: 01/02/15
Date Removed: 22/02/15
Click Throughs: 25
Engine Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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eDM’s Engine promoted their high performance surf wear
line-which specialises in athlete swimwear products
10 Weeks to Go:
Sent date: Tuesday, November 25
6 Weeks to Go:
Sent date: Sunday, December 6
2 Weeks to Go:
Sent date: Sunday, January 18
Results :
Sent date: Monday, February 2
Engine Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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8 Weeks to Go eDM Engine used their 8 Weeks to Go eDM to
inform race goers that Engine Athlete
Kendrick Louis will be involved in the
Cole Classic swim - the Surf Ironman
compiled his expertise to give
participants some helpful training plans
to prepare them for race day
This eDM also went live on the Sun
Run/Cole Classic facebook page
Sent date: Sunday, December 6
Engine Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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1Week to Go eDM $200 Engine swimwear prize packs were
offered to fundraisers and promoted in
the in the 1 Week to Go eDM
Sent date: Sunday, January 25
Engine Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Nov 2014
Engine Sun Run & Cole Classic
Countdown Print Ad Appeared in The Sydney Morning Herald,
Saturday, November 29
The Sydney Morning Herald
Readership: 1,117,000(Mon-Sat)*
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Event Guide Appeared in The Sydney Morning
Herald, Saturday, January 10
Engine had a ¼ page ad within
the Event Guide
The Sydney Morning Herald
Readership: 1,117,000(Mon-Sat)*
Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Nov 2014
Engine Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
71
Social Posts
Engine Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
72
Social Posts
Engine Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Training Plan Engine developed a swim training plan pulled
together by Engine Ambassador Kendrick
Louis
Engine Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Competition The Cole Classic “Win the Ultimate Cole
Classic Experience “promotion included the
opportunity to swim with Ryan Clark (Bondi
Lifeguard) and a $500 Engine voucher
Engine Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Logo Partners Page Click Throughs: 106
Web Banners Date Added: 04/01/15
Date Removed: 15/02/15
Click Throughs: 1530
Red Bull Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Logo Partners Page Click Throughs: 88
Web Banners Date Added: 04/01/15
Date Removed: 15/02/15
Click Throughs: 1325
Red Bull Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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2 & 1Week to Go eDM Red Bull used their eDM mentions to
promote their Wings for Life World Run
2 Weeks to Go:
Sent date: Sunday, January 18
1 Week to Go:
Sent date: Sunday, January 25
Red Bull Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Red Bull
Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Nov 2014
Countdown Print Ad Appeared in The Sydney Morning Herald,
Saturday, January 24
The Sydney Morning Herald
Readership: 1,117,000(Mon-Sat)*
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
81
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
82
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
86
Logo Partners Page Click Throughs: 180
Website Footer Click Throughs: 574
Results Page Footer Click Throughs: 30
Web Banners
Website Web Banner
Date Added: 04/01/15
Date Removed: 15/02/15
Click Throughs: 1379
Hydralyte Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
87
Logo Partners Page Click Throughs: 167
Website Footer Click Throughs: 387
Results Page Footer Click Throughs: 53
Web Banners
Website Web Banner
Date Added: 04/01/15
Date Removed: 15/02/15
Click Throughs: 1271
Hydralyte Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
88
2 Weeks to Go eDM Hydralyte used their 2 Weeks to Go eDM
to educate the participants about
replacing lost electrolytes
Sent date: Sunday, January 18
Hydralyte Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
89
1 Week to Go eDM
Sent date: Sunday, January 25
Hydralyte Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
90
Results eDM
Sent date: Monday, February 2
Hydralyte Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
91
Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Nov 2014
Countdown Print Ad Appeared in The Sydney Morning Herald,
Saturday, January 17
The Sydney Morning Herald
Readership: 1,117,000(Mon-Sat)*
Hydralyte Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
92
Social Posts Posted on January 28. Hydralyte ran a
promotion to win 4 double entries for the Sun
Run or Cole Classic. Posted on the Sun Run
and Cole Classic facebook page and also
the Hydralyte Sports facebook page
Hydralyte Sport facebook page has 7851
likes
Hydralyte Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
93
Logo Partners Page Click Throughs: 336
Web Banners
Website Web Banner
Date Added: 07/12/15
Date Removed: 21/12/14
Click Throughs: 493
ORIX Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
94
Logo Partners Page Click Throughs: 308
Web Banners
Website Web Banner
Date Added: 07/12/14
Date Removed: 21/12/14
Click Throughs: 508
ORIX Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
95
2 Weeks to Go eDM
Sent date: Sunday, January 18
ORIX Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
96
ORIX
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
97
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
98
Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Nov 2014
Countdown Print Ad Appeared in The Sydney Morning Herald,
Saturday, December 27
The Sydney Morning Herald
Readership: 1,117,000(Mon-Sat)*
ORIX Sun Run & Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
99
Logo Partners Page Click Throughs: 339
Web Banners
Website Web Banner
Date Added: 23/11/14
Date Removed: 07/12/14
Click Throughs: 426
Constant Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
100
Logo Partners Page Click Throughs: 313
Web Banners
Website Web Banner
Date Added: 23/11/14
Date Removed: 07/12/14
Click Throughs: 361
Constant Cole Classic
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Sun Run entry confirm All participants received an eticket. The
eticket confirms their registration into the
event. Virgin Active along with
government and strategic partners
appeared on the footer
eticket Sun Run
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Cole Classic entry confirm All participants received an eticket. The
eticket confirms their registration into the
event. Virgin Active and Engine along with
media, government and strategic partners
appeared on the footer
eticket Cole Classic
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eDM Footer Virgin Active, Engine, Hydralyte, and Red
Bull all appeared on the eDM footer for
the countdown eDM’s sent to the entered
participants
eDM Sun Run and Cole Classic
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Media Back drop Media Back drop The media backdrop was used at the finish
area for the placegetter presentations, where
winners received their prizes and trophies
Virgin Active, Engine and Hydralyte all
featured on the media back drop
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Swimming Caps Cole Classic swimmers wore a variety of
coloured swim caps. These caps included
the event logo including the Virgin Active
logo and the Engine logo
Swim Caps Cole Classic
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Volunteer Tee’s and Rash Vests Virgin Active and Engine logo’s appeared on the volunteer
tee’s and rash vests warn by the volunteers and water safety
Volunteer Tee’s Cole Classic
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The below one liners were read out at the start by the event MC
Spinal Cord Injury must become curable and you can help make this a reality; sign up to run at Wings for Life World Run dot com
An ORIX Novated Lease can save you thousands of dollars on both the
purchase and running costs of your new vehicle. ORIX: Simply Smarter Leasing
START
Guys if you are out there running and sweating today, be sure to replace fluid and electrolytes with our experts in rehydration- Hydralyte
There is a famous saying that the hardest part of running a race is getting out of bed – Virgin Active congratulates you on getting out of bed this morning and for putting in the training to enjoy today’s race.
Sponsor One Liners Sun Run
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The below one liners were read out at the finish by the event MC
Spinal Cord Injury must become curable and you can help make this a reality; sign up to run at Wings for Life World Run dot com
An ORIX Novated Lease can save you thousands of dollars on both the
purchase and running costs of your new vehicle. ORIX: Simply Smarter Leasing
START
Guys if you’ve been out there running and sweating today, be sure to replace fluid and electrolytes with our experts in rehydration- Hydralyte
Virgin active congratulates you on your run today and invites you over to their marquee to get a free in body scan to understand your body composition and some performance and training tips to achieve a new personal best for next year’s event
Sponsor One Liners Sun Run
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The below one liners were read out at the start by the event MC
This year The Cole Classic has partnered with ENGINE to give you access to the best swimwear and accessories for athletes ranging from novice to elite level. Be sure to check out their range post race!
Spinal Cord Injury must become curable and you can help make this a reality; sign up to run at Wings for Life World Run dot com
An ORIX Novated Lease can save you thousands of dollars on both the
purchase and running costs of your new vehicle. ORIX: Simply Smarter Leasing
START
Guys if you are out there swimming today, be sure to replace fluid and electrolytes with our experts in rehydration- Hydralyte
There is a famous saying that the hardest part of swimming a race is getting out of bed – Virgin Active congratulates you on getting out of bed this morning and for putting in the training to enjoy today’s swim.
Sponsor One Liners Cole Classic
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The below one liners were read out at the finish by the event MC
Check out the ENGINE display in the activation zone. Engine is an Australian Performance Swimwear company that provides the best swimming apparel for athletes competing in the pool and surf. They also provide a one stop solution for all athletic Team Wear. Have a chat to the Team to see how they can help you.
Spinal Cord Injury must become curable and you can help make this a reality; sign up to run at Wings for Life World Run dot com
An ORIX Novated Lease can save you thousands of dollars on both the
purchase and running costs of your new vehicle. ORIX: Simply Smarter Leasing
FINISH
Congratulations on your swim today, be sure to replace fluid and electrolytes with our experts in rehydration- Hydralyte
Virgin active congratulates you on your swim today and invites you over to their marquee to get a free in body scan to understand your body composition and some performance and training tips to achieve a new personal best for next year’s event
Sponsor One Liners Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
05 Expo
The Ultimate Sporting Weekend Expo
The Expo for the Sun Run and Cole Classic (combined) was held over three days;
Friday, February 5, 2015 (Sun Run and Cole Classic)
Adjacent to Manly Life Saving Club, Manly Surf Pavilion, South Steyne
12pm – 7pm
Saturday, February 6, 2015 (Cole Classic collection and Sun Run finish line)
Adjacent to Manly Life Saving Club, Manly Surf Pavilion, South Steyne
8am – 2pm
Sunday, February 7, 2015 (Cole Classic start/ finish festival)
Adjacent to Manly Life Saving Club, Manly Surf Pavilion, South Steyne
7am – 2pm
The Expo forms the finish line to both the Sun Run on Saturday and the Cole Classic on Sunday. It is also where most
participants will pick up their race packs on the Friday and Saturday leading into the event. The expo is open to locals, the
general public, and of course, entrants into both events.
The prices for a 3x3 plot was $600+ gst for all 3 days.
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Image Image
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
06 Marketing
Strategy
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Overview
The 2015 marketing strategy focused on a cross promotional marketing campaign, driving awareness and entries
across the weekend proposition of both The Sydney Morning Herald Sun Run & Cole Classic presented by Virgin
Active. This aimed to capitalise on the opportunity to grow the event proposition by encouraging people to
enter across both days.
A secondary campaign was also put in place to position each event separately within the specific run and swim
calendars by targeting individuals that compete in single sports.
Due to these events being some of the first in the New Year calendar a strong marketing focus was to
Encourage people to set themselves a New Year challenge.
An integrated 12 week marketing campaign was launched on Nov 7th, comprising print, online, radio, tv, social
media, EDMs, outdoor and partner databases including sponsors, charities, Fairfax partnerships and local groups
Objectives
• To increase recognition of the Sun Run & Cole Classic in Sydney area and position the events as a key
races in the Australian Running & Swimming calendar
• To drive entries to the Sun Run & Cole Classic while also cross promoting to entice entries into both events
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Campaign
Positioning
The Sun Run & Cole Classic are fun, family friendly, community events across a full weekend that are designed to
showcase the best of Sydney’s Northern Beaches and be inclusive for everyone.
Target Market
There are three key target audiences for the 2015 event.
1) Elite Athletes
Typically experienced athletes
Those who are already aware of the event, in training and participate each year
Members of run & swim clubs
Runners, swimmers, triathletes, competitive bucket listers and endurance athletes
2) Mass Participation
Recreational bucket listers, healthy lifestyle lovers, sports lovers, community and active minded people
Women and team entries are a particular target
3) Charity
Enter to raise money for a cause
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Campaign
Logo
New logo’s was designed to incorporate our new presenting partner Virgin Active and also support our cross
promotional campaign.
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Communications Strategy
The 2015 marketing communication will focus on a cross promotional marketing campaign, driving awareness and
entries across the weekend proposition of both The Sydney Morning Herald Sun Run & Cole Classic presented by Virgin
Active. There is opportunity to grow the event proposition by encouraging people to enter across both days.
A secondary campaign will also be put in place to position each event separately within the specific run and swim
calendars by targeting individuals that compete in single sports.
Due to these events being some of the first in the New Year calendar a strong marketing focus will be tailored
encouraging people to set themselves a New Year challenge.
Various channels will be used to deliver this 14 week marketing campaign.
Key dates
Special Launch Price - Entries now open (Nov 7-Nov 21)
Early Bird Price – Early Bird available (Nov 22 – Dec 17)
Standard Entry Price – Enter now (Dec 18 – Jan 21)
Late Entry Price – Last chance to enter (Jan 22 – 30/31)
Sun Run entry closes (Jan 30)
Cole Classic entry closes (Feb 1)
Thank you and post-event wrap-up (Feb 2)
14 WEEKS OUT 12 WEEKS OUT – Entries open POST EVENT
• Long lead PR
• Social media
• EDMs to past entrants
• Advertising across
the Fairfax print &
digital network
• Editorial and PR
• Large scale print
campaign in
related masthead
• Social media &
digital paid
advertising
• Countdown EDMs to
participants
• Outdoor advertising
• Media partner
promotions
• Partner database
integration
• Event wrap up in
related masthead
• Event images & video
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Communication Plan
The event creative was refreshed for the 2015 to communicate cross promotional aspect of the
event and appeal to a broader market. 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 948,823
PR 3,915,020
SOCIAL AMBASSADORS 484,000
DIGITAL 3,607,000
SOCIAL 1,283,757
ENEWSLETTERS 387,428
PARTNERS 290,500
MEDIA PARTNERS 1,422,605
TOTAL 12, 339,133
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Press
Throughout November, December & January , press ads ran in The Sydney Morning Herald, The Sun-Herald and The
Manly Daily
These advertisements were a key element of the events’ success in driving ongoing audience engagement
throughout these months.
The Sydney Morning Herald - Saturday Circulation : 225,165, Weekly Circulation: 125, 510
-4 Page Launch lift out: 22 Nov
-House ads: 22 Nov – 1 Feb
-Full page weekly countdowns : 29 Nov – 24 Jan
-4 Page Event Guide : 10 Jan
-Front Page : 12 Jan & 20 Jan
-Post Race full page ad: 2 Feb
The Sun-Herald - Circulation 257,630
Australian Financial Review - Circulation – 249,845
-House ads: 22 Nov – 1 Feb
The Manly Daily - Weekly Circulation – 90, 673
Print ads: 22, 23 & 24 Jan
Total: - Reach: 948,923 Value: $923, 907.58
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Press The Sydney Morning Herald Sun Run & Cole Classic was promoted extensively in The Sydney Morning Herald and The Sun
Herald. All press advertisements were designed by the Fairfax Media. The ads featured the event logo and several
hero images featuring in action shots of previous participant The imagery used encapsulates the essence of the fun
community spirit, the enjoyment of the event and the Sydney Northern Beaches landscape.
Early bird entries now open – Half page horizontal ad
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Press
Early bird entries closing this week – Full page ad
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Press
Entries filling fast – postcard ad
Last chance to enter – Quarter page strip
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Sports page feature
Quarter page ad
December 24, 2014
Press
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Press
Half page horizontal
December 10, 2014
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Press
Full page ad – TV
Guide
January 12, 2015
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Press
Front page feature
January 29, 2015
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Press Schedule DATE SIZE SECTION VALUE
1-Dec-14 1/4 page strip The Guide $7,646.32
6-Dec-14 1/4 page strip General news $22,524.04
6-Dec-14 T64 General news $48,227.96
7-Dec-14 Postcard S Magazine $5,792.56
10-Dec-14 Half page horizontal SMH SPORT $15,292.64
12-Dec-14 Postcard Shortlist $3,823.16
13-Dec-14 HPH General news $45,048.08
15-Dec-14 1/4 page strip Sports $7,646.32
20-Dec-14 HPH News Review $19,231.20
21-Dec-14 Full page The Guide $46,340.48
22-Dec-14 Half page horizontal The Guide $15,292.64
24-Dec-14 1/4 page strip Sports $7,646.32
26-Dec-14 Postcard Shortlist $3,823.16
27-Dec-14 1/4 page strip General news $22,524.04
27-Dec-14 T64 General news $34,752
28-Dec-14 Full page TV Guide $46,340.48
3-Jan-14 Half page horizontal General news $45,048.08
4-Jan-14 1/4 page strip TV Guide $11,585.12
5-Jan-15 1/4 page strip General news $17,688.00
6-Jan-15 1/4 page strip General news $17,688
10-Jan-15 1/4 page Business $9,615.60
10-Jan-15 Full page Business $38,462.40
10-Jan-15 Full page Business $38,462.40
10-Jan-15 Full page Business $38,462.40
10-Jan-15 T64 Business $34,752
11-Jan-15 1/4 page strip General news $11,585.12
11-Jan-15 Full page TV Guide $46,340.48
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DATE SIZE SECTION VALUE 11-Jan-15 Full page Traveller $46,340.48
12-Jan-15 Mini strip Front Page $17,688
12-Jan-15 Full Page The Guide $30,585.28
13-Jan-15 1/4 page strip Sports $7,646.32
14-Jan-15 1/4 page strip Sports $7,646.32
15-Jan-15 1/4 page strip Sports $7,646.32
17-Jan-15 Mini Spectrum $1,201.95
17-Jan-15 HPH Traveller $19,231.20
17-Jan-14 1/4 page strip Sports $9,615.60
17-Jan-14 T64 Sports $34,752
18-Jan-15 QPS Sports $11,585.12
18-Jan-15 Full page TV Guide $38,462.40
19-Jan-15 Sports 1/4 page strip $7,646.32
20-Jan-15 Front page Mini strip $8,844
20-Jan-15 Good Food Directory mini $955.79
21-Jan-15 Sports 1/4 page strip $7,646.32
23-Jan-15 Sports 1/4 page strip $7,647.32
24-Jan-15 Traveller Mini strip $4,807.80
24-Jan-15 EGN T64 $34,752
27-Jan-15 Sports 1/4 page strip $7,646.32
29-Jan-15 Front page Mini strip $8,844
30-Jan-15 Business postcard $3,823.16
30-Jan-15 Sports 1/4 page strip $7,646.32
30-Jan-15 Shortlist postcard $3,823.16
19-Jan-15 Sports 1/4 page strip $7,646.32
20-Jan-15 Front page Mini strip $8,844
30-Jan-15 Business postcard $3,823.16
30-Jan-15 Sports 1/4 page strip $7,647.32
30-Jan-15 Shortlist postcard $3,823.16
22 –Jan-15 Medium Strip Manly Daily - EGN $1000
22 –Jan-15 Medium Strip Manly Daily - EGN $1000
22 –Jan-15 Medium Strip Manly Daily - EGN $1000
Press Schedule cont’d
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Press Schedule cont’d DATE SIZE SECTION VALUE
8-Jan-15 20x7 EGN $13,465.20
9-Jan-15 10x7 EGN $6,732.60
15-Jan-15 10x7 EGN $6,732.60
21-Jan-15 20x7 EGN $13,465.20
29-Jan-15 10x7 EGN $6,732.60
30-Jan-15 20x7 EGN $13,465.20
OVERALL PRESS AD VALUE: $923, 907.58
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Event Lift Out Launch Lift Out in The Sydney Morning Herald - Saturday 22 November The Launch Lift Out was also supported with a major
burst of social and eDM and marketing.
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Countdown Advertising The Sydney Morning Herald Sun Run & Cole Classic presented by Virgin Active had full page countdown press ads feature
included in every Saturday edition of The Sydney Morning Herald for a ten week period (including the event lift out and
event guide).
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Countdown Advertising
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Countdown Advertising
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Event Guide Event Guide in The Sydney Morning Herald - Saturday 10 January
The Event Guide was also supported with a major burst of social and EDM and marketing.
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Additional press
Manly Daily Newspaper Medium Strip
Ran on the 22/23/24 January Weekly circulation: 90, 673
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PR – Media Coverage Through live interviews on event day to creative photo opportunities in the lead up to the event, widespread media
coverage was gained utilising race ambassadors, charity ambassadors and interesting race participants.
17 media stories were generated across TV, print and radio, with the majority of coverage in Sydney Morning Herald
and Channel Nine’s Today Show.
Total coverage: - Reach: 3,915,020, Value: $1,834,463
- Print: 12
- TV : 3
-Radio: 2
Key Highlights
Total coverage: - Reach: 3,915,020, Value: $1,834,463
T
Sun Herald – January 25
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PR – Media Coverage
The Sydney Morning Herald – January 10, 2015
The Sydney Morning Herald – December 21, 2014
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PR – Media Coverage
The Sydney Morning Herald – January 10, 2015
The Sun- Herald, January 11, 2015
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The Today Show
Live cross to the Cole
Classic to interview
participant Rebecca
McCabe
Sunday 1 February
TV
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Ambassadors with large social media followings were engaged to promote the event to their audience.
Andrew ‘Reidy’ Reid - 56,000 followers
Bondi Lifeguards – 410,000 followers
Kendrick Louis – 10,000 followers
Aleysha Campbell – 8,000 followers
Total: Reach: 484,000
Social Media ambassadors
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Digital The Sun Run & Cole Classic were heavily promoted online, utilising the vast array of digital channels and high audience
reach in the Fairfax network.
Digital adverts received extensive exposure on smh.com.au and also ran through the Fairfax digital network of 270
websites.
Smh.com.au – Monthly unique users: 3,607,000
- Home page RHT: 22 Nov – 1 Feb
- Sport Page tile : 22 Nov – 1 Feb
- Display ads (Homepage hero web-tiles, sidebar tiles, & spotlight tiles): 22 Nov – 1 Feb
smh.com.au mobile – Daily unique users: 454,240
-Display ads: 22 Nov – 1 Feb
Total: Reach: 4,601,240.
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Digital
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Social Media Existing Sun Run & Cole Classic pages were merged into one channel per social platform to support the cross promotional
campaign. A new Instagram account was created for these events
A range of event key information, ambassadors, competitions, images & videos and paid adverts were used to drive the
platforms throughout the 12 week campaign.
Organic reach
-- Average weekly total Reach : 16,780
-- Total 12 week campaign reach 201,355
Likes
-- Total increase in likes throughout the 12 week campaign: 23.14% (1346 likes)
Handle: @sunrun.coleclassic
Likes: 5,820
Hashtags: #sunrun #coleclassic
-Sydney Morning Herald Facebook @sydneymorningherald: 349,871
SMH Facebook page also supported the campaign and posted key messages.
Total: Reach: 207,341
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Social Media Handle: @sunrun.coleclassic
Likes: 5,820
Hashtags: #sunrun #coleclassic
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Social Media
Handle: @sunrun.coleclassic
Likes: 5,820
Hashtags: #sunrun #coleclassic
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Handle: @sunrun.coleclassic
Followers: 162
Hashtags: #sunrun #coleclassic
Social Media
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Videos: 4
Total views: 2463
Social Media
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Paid Social Media
Objectives
1 – Promote the events to our target demographic to drive registrations
2 - Gain new likes for the Sun Run & Cole Classic page
3 – Increase consumer engagement with the events
Implementation
13 Dec – 1 Feb
Performance
Sun Run Cole Classic
Impressions 579,906 496, 510
Clicks 8808 5,265
Page likes 366 194
Value $5000
Social actions: We saw a significant jump in page likes after commencing the paid activity . The numerous jumps in daily peaks closely coincide with when new posts commenced. Prior to running the promoted activity, Cole Classic page posts were reaching 686 unique people . After commencing promoted activity on the 20th of December we observed a consistent daily reach of roughly 20K, with peaks of 100k.
Total: Reach: 1,076,416 Value: $5000
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E-Newsletters E-newsletters were sent to the NSW sport database as well as to the database of existing participants. A range of event
key information, ambassadors, competitions, images & videos were used to engage existing customers throughout the
12 week campaign.
NSW Runner Database- 225,165 subscribers
- 7 Nov – Sun Run & Cole Classic Launch
- 24 Nov – Early bird entries closing
- 9 Jan – Standard entries closing soon
-31 Jan – Last chance to enter
Participant Database - 6263 subscribers
23 Nov – 10 weeks to go
7 Dec – 8 weeks to go
21 Dec – 6 weeks to go
4 Jan – 4 weeks to go
11 Jan – 3 weeks to go
18 Jan - 2 weeks to go
25 Jan– 1 week to go
20 Jan – Expo
27 Jan – Important info
2 Feb- Congratulations
Fairfax Sporte-news – 156,000 subscribers
3 Nov – November edition
24 Nov – New year challenges edition
Total: - Reach: 387,428
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Sporte-newsletter, New year challenges edition
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NSW Runner database
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WEEKS TO GO SEND DATE MAILING
LIST TOTAL TOTAL OPEN
RATE TOTAL OPEN
RATE % TOTAL CLICK THROUGHS
TOTAL CLICK THROUGH
10 WEEKS TO GO 22/11/2014 1262 1606 61.17% 305 17.35%
VIRGIN ACTIVE TRAINING TIPS (SUN RUN) 184
VIRGIN ACTIVE TRAINING TIPS (SWIM) 71
ENGINE SWIMWEAR 22
VIRGIN ACTIVE 13
8 WEEKS TO GO 6/12/2014 1619 1708 53.68% 21 1.17%
ENGINE AMBASSADOR TRAINING PLAN 1
VIRGIN ACTIVE 8
STAY CONNECTED 8
FUNDRAISING 4
6 WEEKS TO GO 20/12/2014 2034 2069 52.41% 209 8.55%
FUNDRAISING 7
ENGINE AMBASSADOR TRAINING PLAN 166
VIRGIN ACTIVE 2
ENGINE 21
STAY CONNECTED 13
4 WEEKS TO GO 3/01/2015 2656 3892 58.96% 527 15.70%
EXPO 180
ENGINE AMBASSADOR TRAINING PLAN 317
STAY CONNECTED 22
FUNDRAISING 8
3 WEEKS TO GO 10/01/2015 2656 3892 58.96% 527 15.70%
EXPO 180
ENGINE AMBASSADOR TRAINING PLAN 317
STAY CONNECTED 22
FUNDRAISING 8
Participant database
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1 WEEK TO GO 24/01/2015 6159 8286 59.17% 1755 17.83%
RUNNERS/SWIMMERS GUIDE 882
FUNDRAISING COMPETITION 52
RACE PACK COLLECTION 243
FUNDRAISING 12
ITAB 23
SMS RESULTS 8
STAY CONNECTED 35
HYDRALYTE 17
VIRGIN ACTIVE 6
LAN AIRLINES 16
REDBULL 1
FINISHERS - CONGRATULATIONS 2/02/2015 6263 7358 60.90% 1673 19.18%
SUN RUN RESULTS 604
COLE CLASSIC RESULTS 545
FUNDRAISING 30
ITAB 45
VIRGIN ACTIVE 12
MARATHON PHOTOS 312
ENGINE 32
HYDRALYTE 13
AUST RUNNING FESTIVAL 14
DANIEL SAN 14
NOVA 9.69 4 SMH HALF MARATHON 48
2 WEEKS TO GO 17/01/2015 5049 5168 49.71% 623 10.04%
FUNDRAISING 13
ENGINE 37
HYDRALYTE 16
RED BULL 53
ORIX 9
MARATHON PHOTOS 9
STAY CONNECTED 22
Participant database
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Participant database
10, 8 and 6 week countdown
e-newsletters
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4, 3 and 2 week countdown
e-newsletters
Participant database
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Congratulations eDM Event expo eDM Important race day info eDM
Participant database
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Outdoor
A combination of outdoor avenues were utilised to promote the events in key locations.
Posters & Flyers:
-5 Dec – 1 Feb: 200 A3 posters & 1000 A6 flyers were handed out around key Sydney locations. Printable pdf versions on
website and sent out to all partners.
Newsagencies
22 Nov - Digital screens in Northern Beaches stores pointing to Launch Lift out
4 Jan – 10 Jan Digital & Printed posters in newsagencies in Northern Beaches pointing to Event Guide
Road Banners
5 Jan – 1 Feb: 7 promotional banners placed around Sydney road bridges & on supporting surf clubs.
5 Jan – 1 Feb: promotional mesh banner placed at Warringah Oval
Promotional Towers
5 Jan – 1 Feb: 3 x promotional towers placed in key locations on Manly Promenade
Street Flags
5 Jan – 1 Feb: 10 x street flags placed along Manly Promenade
Letter Box Drop
5 Jan – 1 Feb: 7,500 flyers highlighting road closures and entry details delivered to local residents on the course route.
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
158 158
Promotional Towers in key locations on Manly Promenade
Promotional Towers
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159
5 Jan – 1 Feb: 10 x street flags placed along Manly Promenade
Street Flags
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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•5 Jan – 1 Feb: 7 promotional banners placed around Sydney road bridges & on supporting surf clubs.
• 5 Jan – 1 Feb: promotional mesh banner placed at Warringah Oval
Road Banner
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
161 161
Digital screens in Northern Beaches stores pointing to Launch Lift out and Event Guide
Newsagencies
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
162
5 Jan – 1 Feb: 7,500 flyers highlighting road closures and entry details delivered to local residents on the course route.
Resident flyer
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
163
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
164
Partner Databases
Various Event partners were engaged to
promote the events to their databases and
offer a special offer discount code.
SMH Subscribers: 88,000
-5 Dec – 1 Feb: Listing on website, EDMs to
database, press ads in SMH
-Warringah Council: 90,000
-5 Dec – 1 Feb: Listing on website
-24 Jan: Event mention in Manly Daily Mayors
Column
Manly Council: 11,000
-5 Dec – 1 Feb: Flyers in Information centre &
listing on website
-- 1 Dec: EDM to database
Virgin Active: 25,000
- 5 Dec & 1 Feb: EDMs & social media posts to
database
- 5 Dec & 1 Feb: Flyers, promotional messages
on gym screens and pull up banners in 4
Sydney clubs
Total: - Reach: 290,500
T
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
165
Partner Databases .
Dee Why SLSC: 750
- 5 Dec – 1 Feb: Listing on website, EDMs & social posts to
members
Manly LSC: 750
- 5 Dec – 1 Feb: Listing on website, EDMs & social posts to
members
Charities
- 5 Dec & 1 Feb: Promotional messages & discount codes sent
to database
Local sports groups, including Ocean Fit, Bondi Fit, Sydney
Swimmers, Bondi Surf Club, Vlad Swim, Park Run, Triathlon
Australia
- 5 Dec & 1 Feb: Promotional messages & discount codes sent
to databases
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
166
Runners’ Guide
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
167
Swimmers’ Guide
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
168
NOVA – Radio: 974,000, Online: 200,000, Social, 221,000
Pre-Event
- Min 8 x liners – announcers pushing the events live on-air
- Online promotion to win 40 entries into both events, including logo and link to website
- Inclusion on novafm.com.au What’s On page
- Social posts from NOVA platforms – Twitter / Instagram
-3 x Casanova vox pops to promote the events (will be aimed in surrounding areas of events)
On the day
- Casanova cheer squad for both events
- Inflatable NOVA boy at both events
07 Media Partners
Total: - Reach: 1,422,605
T
Key partnerships were created with NOVA 96.9, Australia's no. 1 network for the U40 age group, and R4YL,
Australia's premiere running magazine.
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169 169
R4YL
Print: 17,000, Online: 805 subscribers, Social, 9800
Pre-Event
- 3 Dec: Full page advert and editorial promoting the event
-24 Dec – 1 Feb – Social media & database promotions, listing on website
-24 Dec – 1 Feb- Win one of 40 entries into either event
13 Jan - Competition – Win the chance to be paced by Lara Tamsett, 2 x City2Surf winner and R4YL ambassador
On the day
-Social media coverage of the event & competition winner
-Free magazines distributed at the event expo
Post event - Editorial coverage
Media Partners
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Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
08 Website
171
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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Website
Overview of Visit Statistics
Total Page Views
Top Pages Viewed
Cole Classic
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Website – Cole Classic Visits Overview
Sessions by Device
Sessions by Browser
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Website
Engagement Statistics
New Visitors V’s Returning Visitors Visitors by Location
Cole Classic
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Website
Overview of Visit Statistics
Total Page Views
Top Pages Viewed
Sun Run
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176
Website
Visits Overview
Sessions by Device
Sessions by Browser
Sun Run
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177
Website
Engagement Statistics
New Visitors V’s Returning Visitors Visitors by Location
Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
09 Registrations
178
2015 Tiered Pricing Structure
Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
179
Start Group Stats
Entries by Age & Gender 10km
Entries by Age & Gender 7km
0
200
400
600
800
00-
12
13-
15
16-1
9
20-
29
30-3
9
40-
49
50-5
9
60-
69
70-7
9
80
+
Male
Female
0 50
100 150 200 250 300 350 400
Male
Female
Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
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 posted out within 3 weeks of the event. A
total of 300 participants (5%)purchased either a
personalised message or finish time iTaB in the online
registration process.
Expo SMS
With over 5,500 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 ... Sun Run bib collection is Thurs 8-7 Fairfax Media
Forecourt, Pyrmont, Fri 12-7 Adjacent to Manly Life Saving
Club (bib: 7km #bib)”
Event Day Results SMS
The results event day SMS was available for purchase again
in 2015 with a total of 1431 participants (26 %)opting to
purchase this in the registration process. On event day as
participants crossed the finish line they received the following
text message;
“Congratulations ... on finishing the 2015 Sydney Morning
Herald Sun Run presented by Virgin Active in a time of ....
Keep running at smhhalfmarathon.com.au”
180
Technology Innovations Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
2015 Tiered Pricing Structure
Number of Entrants
182
1km Open
1km Age Groups
1km Elite 2km Open
2km Age Groups
2km Elite 9km
1639
74 78 198
1194
57
11
09 Registrations
Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Wave Starts
Registrations
183
Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
1km Wave Start Group Gender Comparison
2km Wave Start Group Gender Comparison
Registrations
184
0
100
200
300
400
500
600
700
800
900
Elite 9-10yrs 11-12yrs Open back of Pack
Male
Female
0
20
40
60
80
100
120
140
Elit
e
13-1
5yrs
16-1
9yrs
20-2
4yrs
25-2
9yrs
30-3
4yrs
35-3
9yrs
40-4
4yrs
45-4
9yrs
50-5
4yrs
55-5
9yrs
60-6
4yrs
65-6
9yrs
70-7
4yrs
75-8
0yrs
80yr
s+
Op
en
Male
Female
Cole Classic
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185
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 just under 6% (181) of participants purchasing this.
Expo SMS
With almost 3300 participants coming to collect their race packs
from the Event Expo, participants received an SMS containing their
race number and collection details;
Hi #forename. Cole Classic pack collection is: Fairfax Media
Forecourt, Pyrmont Thurs 12-7, or, Manly SLSC, Manly Surf Pavilion,
Fri 8-6, Sat 8-2 (bib: 9km #bib)
Event Day Results SMS
The results event day SMS was available for purchase again in
2015 with 812 participants (just over 20%) opting to purchase this
in the registration process. On event day as participants crossed
the finish line they received the following text message;
Congratulations #forename on finishing the 2015 Sydney Morning
Herald Cole Classic presented by Virgin Active in a time of
#finishnet.
Technology Innovations Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Top 10 10km Men
Place First Name Last Name Net Time State
1 Andreas Ahwall 0:31:15 Outside
Australia
2 Vlad Shatrov 0:31:40 NSW
3 John Bartlett 0:32:39 NSW
4 Alex Rogers 0:32:59 NSW
5 Naoki Iwai 0:33:03 NSW
6 David Criniti 0:33:17 NSW
7 Jason Hall 0:33:22 NSW
8 Tom Highnam 0:33:24 NSW
9 Quentin Reeve 0:33:29 NSW
10 Lewis Ingram 0:33:45 NSW
Top 10 10km Women
Place First Name Last Name Net Time State
1 Danielle Allen 0:35:17 NSW
2 Anna White 0:37:48 NSW
3 Jenny Wickham 0:38:35 NSW
4 Suzi Heaton 0:39:16 NSW
5 Melissa Robertson 0:40:17 NSW
6 Gemma La Forest 0:41:13 NSW
7 Elizabeth Pittaway 0:41:18 NSW
8 Emma Brown 0:41:31 NSW
9 Kim Dayhew 0:42:24 NSW
10 Rachel Hawker 0:42:30 NSW
187
11 Winners Results Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
188
Winners Results
Place First Name Last Name Net Time State
1 Gary Mullins 0:24:52 NSW
2 Brian Black 0:26:03 NSW
3 Nicholas Hanna 0:26:09 NSW
4 Adam Denison 0:26:16 NSW
5 Benjamin Woods 0:26:32 NSW
6 Miles Thornton 0:26:42 NSW
7 Timothy McBride 0:28:12 NSW
8 Paul McDonald 0:28:37 NSW
9 Daniel Watts 0:28:40 NSW
10 Newton Soares 0:28:53 NSW
Place First Name Last Name Net Time State
1 Joanna Cubis 0:29:54 NSW
2 Ida Fallesen 0:30:24 NSW
3 Kathleen Walsh 0:30:39 NSW
4 Sophie Collins 0:31:02 NSW
5 Janey Treleaven 0:31:02 NSW
6 Heather Bray 0:32:23 NSW
7 Lara Tamsett 0:32:27 NSW
8 Sam Playfair 0:32:28 NSW
9 Hayley Shaw-
mcGuinnes
s
0:32:50 NSW
10 Mary Dorahy 0:32:52 NSW
Top 10 7km Men
Top 10 7km Women
Sun Run
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Finish Times
10km Finish Times
7km Finish Times
0
20
40
60
80
100
120
7:16
7:21
7:26
7:31
7:36
7:41
7:46
7:51
7:56
8:01
8:06
8:11
8:16
8:21
8:26
8:31
8:36
0
10
20
30
40
50
60
70
80
90
100
7:39
7:45
7:49
7:53
7:57
8:01
8:05
8:09
8:13
8:17
8:21
8:25
8:29
8:33
8:37
8:41
Sun Run
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
Winners Results
Top 10
1km Male
Place First Name Surname Net Time State
1 Dierk Hartmann 10:36 NSW
2 Benjamin Hartmann 10:36 NSW
3 Evan Stratton 11:35 NSW
4 John De Mestre 11:41 NSW
5 Alex Clarke 11:43 NSW
6 Tom O’Keefe 11:45 NSW
7 Thomas Doyle 11:47 NSW
8 Marc Pasques 12:31 NSW
9 Lachlan Bruce 12:35 NSW
10 Donald McNamara 12:53 NSW
Place First Name Surname Net Time State
1 Simone McCauley 11:42 NSW
2 Naomi Scott 12:30 NSW
3 Christie Krenkels 13:05 NSW
4 Tammy Trieger 13:16 NSW
5 Penelope Jenkin 13:18 NSW
6 Sophia Sillar 13:19 NSW
7 Kirsten Sales 13:29 NSW
8 Eliza Curll 13:34 NSW
9 Isabella Ward 13:58 NSW
10 Keisha Deacon 14:09 NSW
Top 10
1km Female
191
Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015
192
Winners Results
Place First Name Surname Net Time State
1 Olivia Adams 26:58 NSW
2 Danielle Allen 27:05 NSW
3 Emily Doyle 27:25 NSW
4 Christie Krenkels 27:32 NSW
5 Tessa Houston 27:55 NSW
6 Jacqui Robinson 27:55 NSW
7 Rhiannon
Marshall-
Witte 28:06 NSW
8 Sheridan Probert 28:06 NSW
9 Emily Ranger 28:30 NSW
10 Jade Garrett 28:39
NSW
Place First Name Surname Net Time State
1 Alex Clarke 24:51 NSW
2 Ollie Signorini 25:19 NSW
3 Callum Lowe-Griffiths 25:21 NSW
4 Matt Fernandez 25:22 NSW
5 Joshua Stevens 25:24 NSW
6 Malcolm Allen 25:25 NSW
7 Thomas Doyle 25:27 NSW
8 Lachlan Bruce 25:29 NSW
9 John David De Mestre 25:34 NSW
10 Kyron Deacon 26:13 NSW
2km Male 2km Female
Cole Classic
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Finish Times
0
5
10
15
20
25
30
35
40
45
8:11
8:15
8:19
8:23
8:27
8:31
8:35
8:39
8:43
8:47
8:51
8:55
8:59
9:03
9:07
9:11
9:15
9:19
9:23
9:27
9:31
9:35
9:39
9:43
9:49
Finish Times 1km
0
5
10
15
20
25
30
35
40
10
:54
10
:58
11
:02
11
:06
11
:10
11
:14
11
:18
11
:22
11
:26
11
:30
11
:34
11
:38
11
:42
11
:46
11
:50
11
:54
11
:58
12
:02
12
:06
12
:10
12
:14
12
:18
12
:22
12
:26
12
:30
12
:38
Finish Times 2km
Cole Classic
Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015