Swan River Run 2014 Event Report
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Transcript of Swan River Run 2014 Event Report
Fairfax Events I Swan River Run Sunday, July 13, 2014
Event Report 2014
Image
Event logo
Fairfax Events I Swan River Run Sunday, July 13, 2014
Contents 00
2
01 Introduction 3
02 Our Audience 6
03 Charity 9
04 Partners 13
05 Marketing Strategy 50
06 Media Partners 98
07 Signage 103
10 Registration 106
12 Winners Results 108
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Fairfax Events I Swan River Run Sunday, July 13, 2014
01
3
Introduction &
Thanks
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The inaugural Watoday Swan River Run presented by
Westpac took place in Perth on Sunday, July 13, 2014.
Despite the chilly weather, around 4000 people donned
the lycra to participate with Perth Lord Mayor Lisa Scaffidi
giving the competitors a pep talk before former Miss
Universe Australia Jesinta Campbell led a warm up to the
tune of Survivor’s Eye of the Tiger.
The course veered down Barrack Street, onto the
Esplanade and Riverside Drive, before continuing along
Mounts Bay Road with its sweeping views of the Swan
River.
The day’s biggest winners were local charities with more
than $120,000 raised from the event.
Fairfax Events I Swan River Run Sunday, July 13, 2014
The Course – 14km
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Fairfax Events I Swan River Run Sunday, July 13, 2014
The Course – 5km
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02 Our Audience
Overseas Entrants
USA
UK
Thailand
Singapore
NZ
Malaysia
Japan
Germany
Brazil
Interstate Entrants
NSW
WA
TAS
SA
VIC
QLD
0
20
40
60
80
100
120
Top Suburbs
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Our Audience
14km Entrants. Starter, Finisher Comparison
Total Entrants 2,052
Total Female Entrants 1,083
Total Male Entrants 969
Total Finishers 1,720
Female Finishers 893
Male Finishers 827
5km Entrants. Starter, Finisher Comparison
Total Entrants 1,606
Total Female Entrants 1,037
Total Male Entrants 569
Total Finishers 1,364
Female Finishers 876
Male Finishers 488
0
100
200
300
400
500
600
700
800
00-19 20-29 30-39 40-49 50-59 60-69 70 & Over
Entries by Age Division
Male
Female
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Our Audience
Female
53%
Male
47%
14km
Male
35%
Female
65%
5km
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03 Charity
Charity Program
Online Fundraising System Everyday Hero (EDH) was appointed to create a personalised, web-based fundraising system for the event. The online system was promoted to all participants as the easiest way to raise money. The system was used to calculate the total amount of money raised across all charity organisations. The online fundraising system was accessed directly from the event website through the Give Gauge fundraising tally, and had the following features:
• Allowed participants to choose their favourite charity, then create and personalise their own fundraising website page • Participants each had a unique website link which they could send onto their friends and family to seek sponsorship • The participants’ fundraising page had a fundraising tally, and a personalised target
• Participants’ could create their own blog to update friends on their progress • If a participants’ favourite charity did not appear on the website, they could request it to be added. Everyday Hero would then sign up the charity. This year, the Swan River Run provided entrants with the option of a one off donation
during the registration process. In total this donation raised $12,897 for our selected charities. Upon combining this with all funds raised through Everyday Hero donation pages, $107,194 was raised.
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Fundraising Totals
Overall Total
The overall total funds raised for the 2014
Swan River Run was $107,194
Online Fundraising Results
A total of 251 hero pages were created in
this year’s event with 61% of these pages
being active.
– 29 of the 319 registered
charities received donations
– The average raised per
active hero page was
$612.30
The top fundraising charities were:
– Cure Brain Cancer
Foundation $52,312.84
– Muscular Dystrophy WA
$16,409.87
– Cystic Fibrosis $15,339.15
– Breast Cancer Care WA
$13,238.47
– Heart Foundation $3,371.00
Collectively these charities raised a total of
$100,671.33
One-off Donations Results
During the registration process entrants were
given the chance to donate an amount of
their choosing to a list of charities registered
in the Gold Charity Program.
This year 620 entrants donated a total of
$12,897 funds upon registering.
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Charity
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Highest Individual Fundraiser
David Maughan
Raised $6,226.50 for Breast
Cancer Care WA
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Charity
Highest Team Fundraiser
Team Cure Brain Cancer
Raised $45,066.92 for Cure Brain
Cancer Foundation
Gold Charities
The inaugural 2015 Watoday Swan River Run presented by Westpac,
saw the introduction of the Gold Charity Program with six charities
registering 59 runners to represent them in the event.
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04 Partners
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Fairfax Events I Swan River Run Sunday, July 13, 2014
It was great to have Westpac on
board as presenting partner for the
inaugural Swan River Run.
Much of Westpac’s pre event
marketing involved letting runners
know of the Westpac SongFIT App
and the Westpac Lifesaver Rescue
Helicopters, being Westpac’s
charity for the Swan River Run
Jesinta Campbell was the face of
Westpac for the event and
conducted the Westpac warm up
at the start of the 14km and 5km
event
On course Westpac Support
Stations included a cheer squads,
sweatbands, Hi 5’s for the choppers
and the misting tunnel
At the finish Westpac had a VIP
marquee for staff and the Red
Zone for customers
Westpac
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Westpac
Logo Partners Page Click Throughs: 17
Website Footer Click Throughs: 5
Results Page Footer Click Throughs: 31
Web Banner
Website Web Banner
Date Added: 04/05/14
Date Removed: 13/07/14
Click Throughs: 252
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Westpac
Westpac Web Page Westpac have a dedicated page on the website
Westpac used this page to inform runners about
how they can run and support the SLSWA Westpac
Lifesaver Rescue Helicopter Service, what to expect
out on course from Westpac and also used this
space to promote SONGFIT
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Westpac
5 Weeks to Go eDM Westpac used their 5 Week to Go eDM
to promote their training tool – SONGFIT
The training tool is free to Westpac
customers and available to purchase for
non Westpac customers
The app features training packs that you
can run along to music and even run a
virtual race
Sent date: Sunday , June 8
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Westpac
2 Weeks to Go eDM Westpac used their 2 Week to Go eDM
to let runners know what to expect from
Westpac on the day out on course to
keep runners refreshed and energised
Sent date: Sunday, June 29
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Westpac
1 Weeks to Go eDM Westpac promoted their Red Zone to
runners in the 1 Week to Go eDM. The
Red Zone is a Westpac Customer VIP
Area at the finish of the run
Sent date: Sunday, July 6
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Westpac Westpac Customer eDM Westpac sent an event eDM to Westpac customers entered to run the event.
The eDM included information about the Westpac SongFit, the Red Zone and also what they could expect on the course
from Westpac
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Westpac Race Bibs The Westpac logo featured prominently on
the front of all race bibs
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Fairfax Events I Swan River Run Sunday, July 13, 2014
Westpac Flyers and Posters Event flyers and posters were distributed
within Westpac branches in WA
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Westpac
SongFIT Favourite Song Posted on the Swan River Run Facebook
page on 5th June and re-pinned to be
positioned at the top of the event Facebook
page
The favourite song voted by the runners was
Eye of the Tiger, Survivor and was played
prior to the runners setting off
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Westpac ATM Screen The below ATM creative was live on all WA
Westpac ATM machines for a 3 week period
prior to event day
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Westpac WA Today Digital Assets Westpac event advertising was uploaded to
WA Today pre event promoting Westpac’s
association with the event
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Westpac The Westpac logo was included as part of
the event logo lock up and included on a
online shoe string advertising campaign on
WA Today promoting a $10 discount code to
enter
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Fairfax Events I Swan River Run Sunday, July 13, 2014
adidas
Logo Partners Page Click Throughs: 9
Website Footer Click Throughs: 15
Results Page Footer Click Throughs: 15
Web Banners
Website Web Banner
Date Added: 25/05/14
Date Removed: 15/06/14
Click Throughs: 27
Results Page Web Banner
Date Added: 13/07/14
Date Removed: 31/07/14
Click Throughs: 15
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adidas
5 Weeks to Go eDM Adidas offered runners a $20 off adidas
running footwear in the 5 week to go
eDM
Sent date: Sunday , June 8
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adidas
2 Weeks to Go eDM Adidas offered runners a $20 off adidas
running footwear in the 5 week to go
eDM
Sent date: Sunday , June 29
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adidas
Results eDM Adidas congratulated all runners in the
Results eDM sent out to all finishers of the
run. The $20 discount on footwear was
once again offered in the eDM
Sent date: Sunday, July 13
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Rebel
Logo Partners Page Click Throughs: 11
Website Footer Click Throughs: 17
Results Page Footer Click Throughs: 16
Web Banners
Website Web Banner
Date Added: 15/06/14
Date Removed: 13/07/14
Click Throughs: 12
Results Page Web Banner
Date Added: 13/07/14
Date Removed: 31/07/14
Click Throughs: 21
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Rebel
Countdown eDM’s
3 Weeks to Go
Sent date: Sunday, June 22
1 Week to Go
Sent date: Sunday, July 6
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Rebel
Results eDM
Sent date: Sunday, July 13
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Four Points Four Points by Sheraton Perth was the Official Hotel for the Swan River Run. A “Book Accommodation Now” button was
added to the website home page . Participants by clicking the button would then be taken to a landing page to book
directly. Runners could access this landing page either via the button at the bottom of the home page or via the drop
down Accommodation tab on the main website tool bar
Four Points used all their marketing benefits to promote their special for event weekend. The hotel was at capacity for the
event weekend
Signage on the day within the Finish Chute included 2 CCB’s for the Four Points by Sheraton Perth plus 2 CCB’s for
Starwood Preferred Guest along with 2 Wing Banners
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Four Points
Logo Partners Page Click Throughs: 14
Website Footer Click Throughs: 6
Results Page Footer Click Throughs: 15
Web Banners
Website Web Banner
Date Added: 7/07/2014
Date Removed: 12/07/2014
Click Throughs: 268
Results Page Web Banner
Date Added: 13/07/14
Date Removed: 31/07/14
Click Throughs: 7
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Four Points
6 Weeks to Go eDM Four Points promoted their room rate of
$185 including breakfast and wi-fi in their
6 Weeks to Go eDM
Sent date: Sunday, June 1
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Four Points
Results eDM Four Points promoted the hotel as the
place to stay and feel free promoting
their modern new rooms, free breakfast
and Wi-Fi
Sent date: Sunday, July 13
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Constant
Logo Partners Page Click Throughs: 2
Web Banners
Website Web Banner
Date Added: 01/06/14
Date Removed: 15/06/14
Click Throughs: 5
Constant Security provided the security for the event.
As part of their agreement Constant Security receive
logo recognition on the partner page along with a
web banner on the website for 2 weeks
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Media Back Drop Media back drop The following sponsor logos appeared on
the Media back drop:
- Westpac
- adidas
- Rebel
- 96FM
- 6PR
The media back drop was used at the
Cocktail Party at the Four Points by Sheraton
on the Friday evening prior to the event and
also at the presentations on event day at
the finish area
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Swan River Run eDM
eDM Footer Westpac, adidas, Rebel, Four Points , 96FM
and 6PR all appeared on the footer of all
Swan River Run eDM’s
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Sponsor One Liners The below one liners were read out at the start and finish by the event MC
START
As the presenting partner, Westpac is proud to support the inaugural WAtoday Swan River Run 2014
Westpac will be supporting front runners and fun runners alike throughout their run
Jesinta Campbell, the face of Westpac for the Swan River Run will lead the Westpac warm up today. Get involved! She will
then be taking on the 14km with you!
Make sure you give a high 5 at the Chopper Support Station at the 6km mark and Westpac will donate to the WA Westpac
Helicopter Service
Look out for the Westpac Support Stations around the course, including the Westpac Misting Tunnel to reenergise you on
your way to the finish line!
adidas is all in for running. Visit adidas.com.au to check out the wide range of running footwear and apparel
Rebel wishes all runners the best of luck in today’s Swan River Run, We hope you are in the zone and ready to run
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
Four Points by Sheraton Perth proudly supports the WA Today Swan River Run presented by Westpac
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Sponsor One Liners
FINISH
Westpac congratulates all front runners and fun runners on finishing the 2014 Swan River Run
Westpac customers, come and join the after party in the Westpac Red Zone
Need a new pair of runners after today’s run? adidas can help with cutting-edge products to boost your next run
Rebel wants to congratulate all who ran today, whether achieving a personal best or running just for fun! Rebel’s the place
where you will find all your training and fitness needs
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
Relax and recharge with a great stay at Four Points by Sheraton Perth, official partner of the Swan River Run
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05 Marketing
Strategy
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Overview
In 2014, the WAtoday Swan River Run presented by Westpac became the fourth in the national “One to Run” series leveraging the brand strength of the iconic City2Surf.
The Swan River Run achieved great results for its first year, raising more than $120,000 from over 3,700 competitors.
An integrated marketing campaign was launched in April 2014 comprising of print, online, radio, TV, social media, sponsor channels and database communication. The campaign positioned the Swan River Run as “The One to Run” in Perth.
Creative elements were guided by the One to Run look and feel and consisted of striking visuals, strong headlines and consistent messaging.
Objectives
Launch Swan River Run into the Perth market.
Motivate and challenge consumers to participate
Encourage entrants to fundraise for a cause close to their heart.
Delivery
Strong and consistent marketing across all mediums
Leveraging Fairfax networks and partnerships
Leveraging charity networks and fundraising initiatives for editorial
support.
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Campaign Overview
Marketing Campaign
The Swan River Run marketing campaign was delivered across three months and covered a mix of outdoor, online, print, radio and television via the Fairfax network, sponsor channels and various third party mediums.
A paid media investment was made to launch the event and strong support was received from Fairfax radio stations 96FM and 6PR and editorially via WAtoday.
The campaign soft launched in April and following the end of HBF Run for a Reason an integrated above the line campaign was launched including a city launch stunt and a special printed edition of WA Today
Logo
A new logo was designed using the new campaign strap line ‘The One To Run’
APR MAY JUN JUL
7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21
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STREET FLAGS
PRESS: AFR AND REGIONAL
DIGITAL INTERNAL ASSETS, EDMS & SOCIAL MEDIA
RADIO COMMERCIAL SPOTS: 6PR & 96FM
RADIO EDITORIAL, IN PROGRAM CONTENT &
PROMOTION
OOH: GYM ADVERTISING
TV
DIGITAL: BEHAVIOURAL TARGETING & SEARCH
EDITORIAL: WA TODAY, HEALTH AND LIFESTYLE & BLOGGERS
AMBASSADOR AND PARTNER COLLABORATION
FLYERS & DATABASE SHARING
CITY
ACTIV
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Press Creative
Press Advertising
The Swan River Run was promoted extensively in the following print publications: Australian Financial Review SA
& WA Farm Weekly Mandurah Mail Bunbury Mail Augusta Margaret River Mail Collie Mail Busselton Dunsborough Mail WA today print edition/ Event
Guide
Take on Perth’s newest run execution
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Press Creative Your Challenge Starts Now Execution
Special Offer Execution
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Press Creative Last Minute Entries Execution
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Press Schedule - AFR Appearance Date
Appearance Day Section Size State Value
29-Mar-14 Sat EGN 10x7 WA $4,912.74
29-Mar-14 Sat EGN 10x7 SA $4,912.74
4-Apr-14 Fri Life & leisure 10x7 SA $6,732.60
4-Apr-14 Fri Life & leisure 10x7 WA $6,732.60
11-Apr-14 Fri Life & Leisure 20x7 SA $13,465.20
11-Apr-14 Fri Life & Leisure 20x7 WA $13,465.20
17-Apr-14 Thurs Life and Leisure 20x7 SA $10,220.00
17-Apr-14 Thurs Life and Leisure 20x7 WA $10,220.00
6-May-14 Tues EGN 10x7 WA $6,732.60
8-May-14 Thurs EGN 20x7 WA $13,465.20
2-Jun-14 Mon EGN 20x7 WA $13,465.20
5-Jun-14 Thurs EGN 20x7 SA $13,465.20
5-Jun-14 Thurs EGN 20x7 WA $13,465.20
6-Jun-14 Fri EGN 10x7 SA $6,732.60
6-Jun-14 Fri EGN 10x7 WA $6,732.60
7-Jun-14 Sat EGN 20x7 WA $9,825.48
7-Jun-14 Sat EGN 20x7 SA $9,825.48
10-Jun-14 Tues EGN 38x7 SA $25,583.88
10-Jun-14 Tues EGN 38x7 WA $25,583.88
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Press Schedule - AFR Appearance Date
Appearance Day Section Size State Value
11-Jun-14 Wed EGN 10x7 WA $6,732.60
11-Jun-14 Wed EGN 10x7 SA $6,732.60
12-Jun-14 Thurs EGN 20x7 SA $13,465.20
12-Jun-14 Thurs EGN 20x7 WA $13,465.20
13-Jun-14 Fri EGN 20x7 SA $13,465.20
13-Jun-14 Fri EGN 20x7 WA $13,465.20
13-Jun-14 Fri Life & Leisure 20x7 WA $10,220.00
16-Jun-14 Mon EGN 20x7 SA $13,465.20
16-Jun-14 Mon EGN 20x7 WA $13,465.20
17-Jun-14 Tues EGN 10x7 SA $6,732.60
17-Jun-14 Tues EGN 10x7 WA $6,732.60
19-Jun-14 Thurs EGN 10x7 WA $6,732.60
19-Jun-14 Thurs EGN 10x7 SA $6,732.60
24-Jun-14 Tues EGN 20x7 WA $13,465.20
24-Jun-14 Tues EGN 20x7 SA $13,465.20
25-Jun-14 Wed EGN 20x7 WA $13,465.20
25-Jun-14 Wed EGN 20x7 SA $13,465.20
27-Jun-14 Fri EGN 10x7 WA $6,732.60
27-Jun-14 Fri EGN 10x7 SA $6,732.60
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Press Schedule - AFR Appearance Date
Appearance Day Section Size State Value
28-Jun-14 Sat EGN 20x7 WA $9,825.48
28-Jun-14 Sat EGN 20x7 SA $9,825.48
30-Jun-14 Mon EGN 38x7 WA $25,583.88
30-Jun-14 Mon EGN 38x7 SA $25,583.88
3-Jul-14 Thurs EGN 20x7 WA $13,465.20
4-Jul-14 Fri Life & Leisure 28x5 SA $13,465.20
4-Jul-14 Fri Life & Leisure 28x5 WA $13,465.20
5-Jul-14 Sat egn 20X7 WA $9,825.48
7-Jul-14 Mon EGN 10x7 WA $6,732.60
8-Jul-14 Tues EGN 20x7 WA $13,465.20
10-Jul-14 Thurs EGN 38x7 WA $25,583.88
11-Jul-14 Fri Life & Leisure 20x7 WA $10,220.00
12-Jul-14 Sat EGN 20x7 WA $9,825.48
Total $601,138.16
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Press – in situ examples
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Press – in situ examples
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Media Coverage In total, 69 clips were secured in the lead-up to the event across print, online, social media, TV and Radio with an editorial value of $1,123, 489, a return of 58x on investment. A breakdown of the clips is as follows: • Social Media – 33 clippings • Online – 21 clippings • Print – 5 clippings • Radio – 8 clippings • TV – 2 clippings
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Editorial
PRIMOLife May/June 2014 Edition
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Editorial
Wagin Argus Reporter May 15 2014
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www.watoday.com.au May 12 2014
Editorial
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www.watoday.com.au June 3 2014
Editorial
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Editorial www.sydneymorningherald.com.au
June 3 2014
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Editorial
www.watoday.com.au May 8 2014
www.watoday.com.au May 20 2014
http://media.watoday.com.au/news/wa-
news/perth-beauty-gears-up-for-swan-river-run-
5407420.html
http://media.watoday.com.au/news/wa-
news/charlie-hits-the-road-for-the-swan-
river-run-5440686.html
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Media Coverage
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Media Coverage
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Media Coverage
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TV
Event Day Coverage Channel Seven Perth News - 13 July 2014
30 Second TVC ran across Metropolitan Perth; Channel 7, Channel 9, 7MATE, GEM, GO! And also as You Tube pre-rolls targeting the health and lifestyle category.
www.youtube.com/watch?v=DeFSUKE3jQ0
Charity stories were an important part of the Swan River Run. Rebekah’s Rowe’s story on Today Tonight was a standout, highlighting the reason why people take part in the race, and raising more than $4,000 in 25 hours for Gold Charity partner, Cure Brain Cancer. http://www.youtube.com/watch?v=9jD9Tj_p868&sns=fb Today Tonight - Cancer Run July 10 2014
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Activation Concept In the heart of the Perth CDB, in Murray St Mall during a busy Friday lunchtime on June 6, we challenged people to go up against Perth celebrity couple from House Rules and Personal Trainer, Mat Welburn to beat them in a variety of fitness challenges. If you won a challenge you won a prize of adidas gear, rebel vouchers or free personal training sessions. Paper boys added colour and excitement to the activation as they handed out the WA Today special edition, which included the Swan River Run Event Guide.
Promotion • WAtoday printed product, which provided a fantastic printed avenue to promote the
race. 7500 papers will be handed out across the day • Two live crosses from 96fm • Channel 7 provided race ambassadors, Carole and Russel from House Rules, who were a
huge hit and promoted the activation through their social pages. • Social promotion across WA Today, 6PR & Swan River Run assets • The paper was also handed out at central train stations for the commute home
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Activation Result The activation was a great success and played an important role in raising event awareness and securing coverage, with 13 clippings across both print, social media and online off the back of the activation, which resulted in 250 entries in one day.
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WAtoday Print Edition
Published and distributed on June 5, 2014.
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WAtoday Print Edition
www.watoday.com.au June 5, 2014
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Event Guide
The 6-page Event Guide featuring in the WAtoday print edition on June 5.
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Event Listings Online Event Listings • Women’s Running Online • www.visitperthcity.com.au • Scoop Online • www.eventfinder.com.au • www.eventful.com.au • www.whatson.com.au • www.enjoyperth.com.au • www.abc.net.au/events • www.my247.com.au • www.primolife.com.au
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Out of Home Gym Advertising- 41 gyms, min 120 spots per day
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Street Flags
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Posters & Flyers Posters were printed in A3. These were distributed through various cafes and retail outlets and at Westpac branches.
Printable pdf versions were also emailed out to gyms and available to download on the website.
10,000 flyers printed and distributed to the main Rebel stores in WA, gyms, UWA, running clubs, at activations and at relevant events.
5,300 special Westpac customer offer flyers were delivered to 52 Westpac branches throughout WA.
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Runners Guide
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Digital Digital advertising across WA Today and the Fairfax Regional network and behavioural targeting across various health and fitness websites.
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WA Today Take Over Two homepage takeovers of WA Today
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Countdown eDM
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Countdown eDM Stats
Date Send Date
Mailing
list
Total Open
Rate Total Open %
Total Click
Through
Total Click
Through %
10 weeks to go 4/05/2014 213 329 154.46% 58 22.7%
8 weeks to go 18/05/2014 276 412 149.28% 18 4.7%
6 weeks to go 1/06/2014 555 734 132.25% 20 3.6%
5 weeks to go 8/06/2014 769 1146 149.02% 92 9.6%
4 weeks to go 15/06/2014 1035 1156 111.69% 162 12.4%
3 weeks to go 22/06/2014 1267 1221 96.37% 147 9.7%
2 week to go 29/06/2014 1695 2474 145.96% 449 16.7%
1 week to go 6/07/2014 2244 3528 157.22% 421 13.6%
IMPORTANT
INFORMATION 5k 8/07/2014 939 2200 234.29% 563 32.6%
IMPORTANT
INFORMATION
14k 8/07/2014 1560 4260 273.08% 596 38.1%
Results/Congrats 13/07/2014 2556 1652 64.60%
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Clicks per story Date Story Click per story
10 weeks to go Course details 46
Raising money 5
8 weeks to go Swan River Run 13
Gold Entries 1
City2Surf 4
6 weeks to go Swan River Run 9
Raising money 5
Facebook 4
Four Points 1
5 weeks to go Raising money 5
Swan River Run 10
Facebook 0
adidas 17
Westpac 50
4 weeks to go Everyday Hero 5
Competitions 1
Raising money 5
Training plans 116
Four points 6
3 weeks to go Training plans 54
Enter 20
Facebook 44
Competitions 5
Rebel 23
2 week to go Course details 175
Race info 73
Westpac 33
adidas 25
1 week to go Race info 142
Fundraising 8
Westpac 40
Rebel 28
IMPORTANT INFORMATION 5k Facebook 19
Registration details 11
Course details 200
Trans Perth 27
Road closures 20
Home page 30
iTabs 7
Marathon photos 9
SMS results 21
IMPORTANT INFORMATION 14k Facebook 47
Registration details 31
Course details 581
Trans Perth 48
Road closures 26
Home page 81
Every Day Hero 1
Competitions 2
iTabs 11
Marathon photos 8
SMS results 55
Date Story Click per story
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Databases
eDM’s sent to the following databases: • WAtoday Agency Clients • WAtoday Members (130,000) • WA Fairfax travel/leisure/family/WA
subscribers, May 22 (12,696) • WA Police Force, June 25 (30,000) • Baseball WA (40,000) • WA Health and Fitness Show
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Databases
Women’s Running Magazine Quarter Page Ad in Women’s Running Magazine from July 3, 2014 (circulation 13,374). Social Media Promotion (Facebook followers – 6,229)
Australian Health & Fitness Expo Consumer and trade communications sent to the Australian Health and Fitness Expo Western Australian visitor databases. A blog post was also posted on the Australian Health & Fitness Expo’s Facebook page (June 20).
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Social Media
http://instagram.com/swanriverrun
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Social Media
https://twitter.com/swanriverrun
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Social Media
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Social Media
https://www.facebook.com/SwanRiverRun
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Social Media
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Social Media
Tweet Perth Competition www.tweetperth.com.au 17 June 2014.
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Social Media Blog coverage Breakfastconfidential.com.au July 8, 2014
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Social Media – event day Event day engagement and reach: • 297 people were talking about Swan River Run via Facebook on day and 549 the day before. • 1352 new page likes for year one. • Total reach on event day via Facebook: 17,420 (weekly reach 45,227) • Engagement on event day with City2South increased by over 600%
Social chat around Swan River Run:
I will be too running next yr, was a great day loved running for my charity cystic fibrosis. Tania Raymond
Loved the event even though the hills were tricky...thanks to all the 'vollies' for helping out without them it wouldn't have been what it was....agree where are the pics? Matthew Pomeroy
Great course!!! Jodie Walsh
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Image
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Fairfax Events I Swan River Run Sunday, July 13, 2014
06 Media Partners
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The Swan River Run had strong support from partners within Fairfax – Watoday, 6PR and 96FM as well as TV Partner Channel 7. Support included: WAtoday Regular editorial through watoday.com.au. Weekly editorial meeting ensured there was a constant flow of potential content available to the editorial team. 96FM and 6PR A strong integrated campaign from both radio stations including editorial coverage, in-program promotions, interviews and on-air mention as well as live liners and 30 second brand commercials. Channel 7 Channel 7 provided ambassadorial support, created a 30 second TVC and provided significant on-day TV coverage.
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Media Partner – 6PR
VIDEO: See 6PR Breakfast's Basil Zempalis and Steve Mills along with Carole & Russell from House Rules' preparation for WAtoday Swan River Run onWAtoday.com.au now. http://media.watoday.com.au/news/wa-news/a-heartbreaker-for-local-stars-5486294.html
Gary Adshead's Swan River Run Every now and then you agree to a challenge in an unguarded moment and then reflect on why you would do such a ludicrous thing…
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Media Partner Channel 7
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Media Partner – 96FM
96FM & 6PR SCRIPT Sign up to Perth’s newest run! The WA Today Swan River Run presented by Westpac. Challenge yourself, run with the family or raise money for a charity close to your heart. Take in spectacular views along the 14 or 5 kilometre course on Sunday, July 13. Whether you’re a first timer or love the thrill of a challenge Swan River Run is the one to run! Enter now at swanriverrun.com.au
9 June 2014 Swan River Run Live Cross with Matt Hawksworth 11.40am & 1.40pm 8 July 2014 96fm – Jesinta Campbell Interview
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07 Signage
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Finish Chute
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Street Flags 100 Street flags were installed along the length of St Georges from the 26th June until the 6th July.
Westpac had 25 flags, with Adidas, Rebel, Four Points by Sheraton, 6PR and 96FM each having 15 flags.
22 flags were re-installed along St Georges Tce for the day of the event.
Fairfax Events I Swan River Run Sunday, July 13, 2014
08 Registrations
Pricing Structure
2014 SPECIAL LAUNCH OFFER Open – March 28
EARLYBIRD March 29 – June 30
STANDARD July 1 - July 11
LATE July 12 - close
14km
Adult $40 $45 $50 $55
Child $25 $30 $35 $40
Under 5 $10 $10 $10 $10
5km
Adult $30 $35 $40 $45
Child $15 $20 $25 $30
Under 5 $10 $10 $10 $10
Start Groups
The start groups for the Swan River Run are split into order of speed, the fastest to the slowest. Here is a brief description of each start group: Seeded: For runners who aim to gain a place in the top 30 only Preferred: This start group is for athletes who will complete the course in sub 55mins (men) and sub 60mins (women) Red Start: This start group is for athletes who will complete the course in 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).
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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 5% of participants purchasing this.
Bib Collection SMS
With over 3,600 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 Bruce, your 2014 Swan River Run race no. is 4890. Please collect your race bib this Fri 12-5 or Sat 10-4 from cnr of Barrack St & Riverside Dr”
Event Day Results SMS
The event day results SMS was available for purchase again in 2014 with just over 13% opting to purchase this in the registration process. On event day as participants crossed the finish line they received the following text message;
“Congratulations Claire on finishing the 2014 Swan River Run in a time of 01:03:26. 2015 entries open later today, visit swanriverrun.com.au”
Technology Innovations
Fairfax Events I Swan River Run Sunday, July 13, 2014
09 Winners Results 14km
Place First Name Surname Net Time
1 James McIntyre 00:45:30
2 Chris O’Neill 00:45:48
3 Christopher Elmslie 00:47:49
4 Ben Madsen 00:49:27
5 Tom Maughan 00:51:53
6 Sean Robinson 00:52:10
7 Andrew Simpson 00:52:19
8 Rhett Pember 00:52:28
9 Shao Wu 00:52:32
10 Budimir Petkovic 00:52:34
Top 10 Females Place First Name Surname Net Time
1 Cathy Clarke 00:58:07
2 Emily Davies 00:58:47
3 Kim Shannon 00:59:52
4 Fiona Johnson 01:00:35
5 Amy Young 01:00:40
6 Kylie Durward 01:01:01
7 Teodora Robinson 01:01:02
8 Roslyn O’Sullivan 01:01:16
9 Rachael Dodds 01:01:57
10 Jaimie Gosselin 01:02:45
Top 10 Males
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Winners Results
Place First Name Surname Net Time
1 Keely Waters 00:18:26
2 Jasmin Long 00:19:19
3 Amber Clarke 00:21:17
4 Emma Pass 00:22:16
5 Tracey Jerard 00:22:29
6 Breanna Hille 00:23:01
7 Orla Thornton 00:23:25
8 Jennifer Toms 00:23:28
9 Danielle Howson 00:23:47
10 Niamh O’Sullivan 00:24:21
5km
Top 10 Females
Place First Name Surname Net Time
1 Jonas Aranda 00:15:30
2 Douglas Foulkes-Taylor 00:15:36
3 Thomas Kozak 00:16:10
4 Alain Dutton 00:16:29
5 Daniel McQuie 00:16:40
6 Brad Scott 00:16:49
7 Anthony Sciano 00:17:02
8 Nathan Bailey 00:17:46
9 Jarrad Smith 00:19:19
10 Tristan Dale 00:19:58
Top 10 Males
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Finish Times
0
10
20
30
40
50
60
70
8:31
8:38
8:42
8:46
8:50
8:54
8:58
9:02
9:06
9:10
9:14
9:18
9:22
9:26
9:30
9:34
9:38
9:42
9:46
9:50
9:54
9:58
10:0
3
10:0
8
10:1
2
10:1
7
10:2
1
10:3
7
Finish Times 14-km
0
10
20
30
40
50
60
70
Finish Times 5-km
Fairfax Events I Swan River Run Sunday, July 13, 2014
Fairfax Events
1 Darling Island Road, Pyrmont NSW 2009 Australia
www.swanriverrun.com.au