Virgin Media Night Run 2017

TITAN RESPONSIBILITIES

TITAN Experience, in partnership with Athletics Ireland, were responsible for the full marketing, sponsorship and operational plans surrounding the Virgin Media Night Run which took place on the 23rd April 2017.
  1. Negotiated the extension to the commercial deal with title sponsor for naming rights of the Night Run for a second year running.
  2. Developed a detailed schedule of rights to ensure the brand could maximise their activate around the event.
  3. Worked with sponsor to roll out digital, PR and internal engagement plan for their sponsorship of Night Run.
  4. Secured a number of event partnerships to support the growth of the event from both a marketing an operational stand point. These included agreements with Volkswagon, Deep River Rock and FlyeFit.

Marketing & Branding

  1. Developed and executed an extensive marketing and communications plan incorporating digital, social, grassroots engagement and above the line channels.
  2. Managed all Night Run social media and digital accounts.
  3. Integration of display advertising and retargeting into campaign.
  4. Devised an extensive Corporate and Group sales plan to drive additional entries from 2016.
  5. Premium technical t-shirt and finishers medal were sourced and designed by TITAN.
  6. Creation of a bespoke on course activations for Virgin Media to bring their sponsorship to life on event night. These activations included:
    • Start Line pyrotechnics
    • Pre event social screens for runners to share content via #VMNightRun on Twitter/Instagram, which we shared in the start area on large screens.
    • Live stage production - DJ, Live Warm Up, Mass technic screens to engage full audience at start line.
    • 5KM DJ & cheer squad to motivate participants.
    • Fastest KM from kilometre 9 to the finish line. Using RFID timing chips we tracked runners over the last thousand metres to push them to personal bests.
    • Real Time Motivation – using screens and timing data we were able to motivate our runners with real time personalised messages of support with 200m to go to the finish line.
    • We turned the city of Dublin red by lighting up some of the city’s most iconic – buildings: the GPO, Clery’s, The Convention Centre as well as Butt Bridge. All in Virgin Media’s red!

Operations

  • Design and mapping of new event route.
  • Liaison with city authorities and other key stakeholders to secure the new route which took in Dublin’s O’Connell Street.
  • Managed stakeholder engagement process with Dublin City authorities including but not limited DCC, Dublin Bus, An Gardai Siochanna, HSE and residential groups.
  • Development of road closure application, traffic management plans, medical plans and crowd management controls to ensure the smooth running of the event.
  • Consultation with stakeholders to develop alternative routes, traffic diversion measures and pedestrian safety controls to manage the wider footprint of the event for the general public.
  • Executed a flawless operation plan on event day to ensure the safe passage of 6,600 athletes through closed roads in Dublin City Centre.
  • Recruitment and management of over 300 volunteers and stewards.
  • Comprehensive supplier and partnership matrix developed and managed to support the event infrastructure.

THE RESULTS

  • 6612 entries across online entries, groups, corporates and VIP’s.
  • 68% (up 3% from 2016) of entrants were from Dublin (47% female 53% male).
  • Facebook campaign delivered 3.9m impressions, 691,000 reach and 42,000 clicks through to site (up 12,000 from 2016).
  • 1.2 million runners engaged through e-zine channels.
  • Display advertising and retargeting resulted in 1,684 conversions to entry.
  • 19,000 runners engaged at 24 grassroots events.
  • 64,000 items secured for participant goodie bags.
  • Participant feedback “Excellent”.
  • Event Management Plan executed in line with stakeholder commitments.
  • Feedback from Dublin City stakeholders all positive resulting in confirmation of 2018 event.

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