Virgin Media Night Run 2016

TITAN Challenge

2016 marked a new departure for the Night Run, now owning the event and working in partnership with the Athletic Association of Ireland, our primary goals were to secure a headline sponsor, recruit 6000 athletes and deliver a world class experience for athletes through Dublin City Centre……. all within a 16 week timeframe


Responsibilities

TITAN and AAI were responsible for the full marketing, sponsorship and operational plans surrounding the event which took place on 23rd May 2016

Sponsorship

  1. Negotiate a commercial deal with title sponsor for naming rights of the Night Run.
  2. Develop a detailed schedule of rights for the brand to activate against.
  3. Work with sponsor to roll out digital, PR and internal engagement plan for the run
  4. In addition to headline sponsor, secure a number of contra deals and partnerships to support wider marketing and operational plans

Marketing & Branding

  1. Develop and execute extensive digital and traditional marketing plan to recruit 6000
  2. Effectively, through wider marketing and PR plan, rebrand the Night Run to the Virgin Media Night Run.
  3. Key focus on Dublin and the surrounding counties
  4. Create and manage all social media and digital channels linked to the run
  5. Traditional and direct marketing campaign rolled out to grassroots running community
  6. Corporate and Group sales and marketing plan
  7. 12 week recruitment window to deliver on the above

Operations

  1. Engage in a detailed Stakeholder engagement process with Dublin City including but not limited DCC, Dublin Bus, Gardai and HSE
  2. Plan, measure and secure agreement on a revised 10k route through the City
  3. Develop robust event management plan (EMP) including road closures, traffic management measure, medical plans and crowd management controls
  4. Execute a flawless operation plan on event day to ensure the safe passage of 6000 athletes through closed roads in Dublin City Centre
  5. Work with the aforementioned stakeholders to develop alternative routes, traffic diversion measures and pedestrian safety controls to manage the wider footprint of the event
  6. Recruit and manage volunteer and stewards requirements
  7. Comprehensive supplier and partnership matrix developed and managed to support the event infrastructure

THE RESULTS

  • Virgin Media secured as title sponsor for 2016 & 2017
  • 6300 entries across online entries, groups, corporates and VIP’s
  • 66% of entrants were from Dublin (45% female 55% male)
  • Facebook campaign delivered 6.2m impressions, 712k reach and 30k clicks through to site
  • 70k unique visitors to www.virginmedia.ie/nightrun
  • 500k+ runners engaged through e-zine channels
  • 14k flyers across 24 events at grassroots levels
  • 50k items secured for the goodie bags
  • Participant feedback “Excellent”
  • 100% safety record and operational plan executed in full
  • Feedback from Dublin City stakeholders all positive resulting in confirmation of 2017 event

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