City2South 2014 Event Report

Fairfax Events I City2South Sunday, June 15, 2014

Event Report 2014


Contents 00

2

01 Introduction 3

02 Our Audience 7

03 Charity 11

04 Partners 15

05 Merchandise 67

06 Expo 69

07 Marketing Strategy 81

08 Website 131

09 Registration 135

10 Hospitality 138

11 Winners Results 144


01 The Second running of the Brisbane Times City2South

presented by Westpac took place on Sunday, 15 June.

Brisbane again provided perfect running weather for

runners. In 2014 a challenging 5km course was

introduced opening up a shorter distance for runners,

walkers and joggers.

Course improvements were also made on the 14km

course with runners utilising the northern lanes of the Go

Between Bridge and the removal of the out and back at

the University of Queensland being the major updates.

3

Introduction &

Thanks

Image


The Course – 14km

4


The Course – 5km

5


Image


02 Our Audience

32%

10%

7% 8% 9%

8%

10%

9% 7%

Top Suburbs

Brisbane

Coorparoo

Indooroopilly

New Farm

Paddington

Spring Hill

toowong

Cannon hill

Camp Hill

Interstate Entrants

NSW ACT SA VIC QLD WA TAS NT

0 2 4 6 8

10 12 14 16

Overseas Entrants

7


Our Audience

14km Entrants. Starter, Finisher

Comparison

Total Entrants 4,450

Total Female Entrants 2,373

Total Male Entrants 2,082

Total Finishers 3,828

Female Finishers 2,033

Male Finishers 1,795

5km Entrants. Starter, Finisher

Comparison

Total Entrants 825

Total Female Entrants 552

Total Male Entrants 273

Total Finishers 650

Female Finishers 428

Male Finishers 222

Total Entrants: 5280

0

200

400

600

800

14km Entries by Age Division

Male Female

0

50

100

150

200

0-12 13-15 16-19 20-29 30-39 40-49 50-59 60-69 70-79

5km Entries by Age Division

Male Female

8


Our Audience

Male 33%

Female 67%

14km

Male 47%

Female 53%

5km

9


10


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 City2South provided entrants with the option of a one off donation during the registration process. In total this donation raised $11,768.50 for our selected charities. Upon combining this with all funds raised through Everyday Hero donation pages,

$106,710.46 was raised.


12

Charity

Fundraising Totals Overall Total

The overall total funds raised for the 2014 City2South

was $160,710.46.

Online Fundraising Results A total of 259 hero pages were created in this year’s

event with 61% of these pages being active.

• 37 of the 492 registered charities received

donations

• The average raised per active hero page

was $666.95

The top fundraising charities were:

• Make-A-Wish Australia $11,746.40

• Cystic Fibrosis Queensland $10,030.38

• HeartKids Queensland $8,737.45

• MND and Me Foundation $7,689.75

• Cerebral Palsy League $7,372.95

Collectively these charities raised a total of $45,576.93

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 574 entrants donated a total of $11,768.50

funds upon registering.


Highest Individual Fundraiser

Harrison Wheatley

Raised $8,228.00 for Make-A-Wish

Australia

13

Charity

Highest Team Fundraiser

Sweating it for Stacy

Raised $7,689.75 for MND and

Me Foundation

Gold Charities

There were 2 registered Gold Charities. These were:

Charities Funds Raised

Cerebral Palsy League of

Queensland

$11,746.40

Make-A-Wish Australia $7,372.95


14


04 Partners

15


16


Westpac was once again the Presenting

Partner for the 2nd City2South

City2South was the first event that Westpac

rolled out their new activations. These new

activations included Westpac handing out

Headbands, Sponges, a new Inflatable

Misting Tunnel and Hi 5’s for the choppers

Westpac event ambassador Jesinta

Campbell was also introduced and warmed

up the runners at the Red and Yellow start

Westpac had a presence at the expo just

after bib collection. Westpac handed out

wrist bands to Westpac customers so they

could gain entry into the Red Zone

The Red Zone was once again at the finish

area. The Red Zone is a Westpac Customer

VIP area where customers can relax, grab a

bite to eat and enjoy a complimentary

massage

Westpac also had a staff marquee. Staff

engagement was again a big objective for

Westpac, having over 300 staff run the event

17

Westpac


18

Westpac

Logo Partners Page Click Throughs: 89

Website Footer Click Throughs: 74

Web Banners

Website Web Banner

Date Added: 6/04/14

Date Removed: 29/06/14

Click Throughs:1076


19

Westpac

8 Weeks to Go eDM Westpac used their 8 Week to Go eDM

to promote the SONGFIT Training Tool

App. The App is free to Westpac

customers and available for non

Westpac customers to purchase.

Sent date: Sunday, April 20

Sent to: 1478

Clicked: 42


20

Westpac Westpac Customer eDM Westpac sent an event eDM to Westpac customers entered into the run. The eDM included support for runners to run for

the SLSQ Westpac Lifesaver Rescue Helicopter Service. It also reminded runners about the SONGFIT app and included

information about what to expect from Westpac on the day. It detailed the new Westpac Support Stations and what to

look out for on course and also at the finish- reminding customers to pop into the Westpac VIP Red Zone


21

Westpac

2 Weeks to Go eDM Westpac promoted the Red Zone

Customer VIP marquee in their 2 Week to

Go eDM. The Red Zone is an area for

Westpac customers to relax at the finish

after the event, enjoy light refreshments

and a massage

Sent date: Sunday, June 1

Opened: 3389

Clicked: 72


22

Westpac

Full Page Advertisement

Appeared in QLD edition of The Sun-Herald on

Sunday, June 1 on page 57 – within Sport.

The Sun-Herald QLD print total: 17.500 copies*

*Average Sunday print total for QLD press site is 17,500 copies as per August 2014 statistics.


23

Westpac

Countdown Print Ad Appeared in the QLD edition of The Sun-

Herald on Sunday, June 1 on page 47

The Sun-Herald QLD print total: 17.500

copies*



Editorial

Editorial on the event ran in The

Sun-Herald QLD print copies

The Sun-Herald QLD print total:

17.500 copies*

24

Westpac



Editorial

Editorial on the event ran in The

Sun-Herald QLD print copies

The Sun-Herald QLD print total:

17.500 copies*

25

Westpac



Editorial

Editorial on the event ran in Bmag

with a half page front cover wrap

and piece on Westpac

ambassador Jesinta Campbell

getting ready for race day

Bmag: Delivered to 420,000

homes/businesses in Brisbane CBD

26

Westpac


27

Westpac The Westpac logo being in the

event logo lock up appeared on

the front cover of The Sun-Herald

QLD edition promoting the event

and giving Westpac front page

logo recognition

These appeared on the following

dates:

Sunday, April 6

Sunday, April 20

Sunday, May 18

Sunday, June 1


28

Westpac

Flyers and Posters Event flyers and posters were distributed

within Westpac branches in Qld


29

Westpac

Songfit Favourite Song Posted on the City2South Facebook page

on May 19, Westpac called out to runners to

vote for their favourite SongFit track to be

played at the City2South warm up on event

day


30

Westpac

Ambassador Jesinta

Campbell on keeping fit

Posted on the City2South Facebook page

on May 27, Westpac ambassador Jesinta

Campbell talks to The Brisbane Times about

how she keeps fit leading up to the QLD

City2South race…including how she loves

using the Westpac SongFit App to prepare

her for race day


31

Westpac

Flyers and Posters Westpac printed their own flyers and posters to be

put into branches. These flyers promoted what

customers could benefit from running and what to

expect from being a Westpac customer


32

Westpac

Branch Decal and ATM Screen Westpac produced Window decals to put into all QLD

branches, and also promoted the event on their Qld

ATM network

The ATM creative was live on the ATM’s from June 2 until

June 16


33


34


35


36


37


The focus for adidas for this event this year was all surrounded around their Boost shoe, running apparel

and the official event merchandise

During the event campaign adidas offered runners a $20 discount

At the expo a 40% discount was offered on Boost shoes

The expo was the key activation for adidas at City2South, activating a large space at the expo’s new

home within the Brisbane Convention and Exhibition Centre

38

adidas


39

adidas



Web Banners

Website Web Banner

Date Added: 6/04/14


Click Throughs: 27

Results Page Web Banner

Date Added: 15/06/14


Click Throughs: 19


40

adidas

8 Weeks to Go eDM adidas promoted their Boost shoes to the

runners entered into City2South. A $20 off

adidas footwear was also included


Opened: 1478

Clicked: 42


41

adidas

4 Weeks to Go eDM adidas once again promoted their $20

off addias running footwear in their 4

Weeks to Go eDM mention

Sent date: Sunday, May 18

Opened: 2377

Clicked: 36


42

adidas

2 Weeks to Go eDM adidas again promoted the $20 off

adidas running footwear in their 2 Weeks

to Go eDM mention


Opened: 3389

Clicked: 30


43

adidas

1 Weeks to Go eDM With only 1 week to go until event day

adidas wished all runners the best for

their run and promoted the code for the

$20 off running footwear


Opened: 5016

Clicked: 18


44

adidas

Results eDM adidas used the City2South

result/congrats eDM to inform runners

that their $20 off footwear promotion was

still valid 5 days after the race. Directing

race participants to show their

registration in store or via online

checkout to claim their discount


Opened: 6106

Clicked: 19


45

adidas


Herald on Sunday, April 13 on page 18.

The Sun-Herald QLD print total: 17.500 copies



46

adidas


Herald on Sunday, May 18 on page 49.

The Sun-Herald QLD print total: 17.500 copies



47

Training Plans adidas built a training plan for runners to

follow in order to help prepare them for race

day. This could be sources via our website

under their own training plan tab.


adidas


48

Rebel Rebel were once again the Official Retail

partner for City2South. Event Merchandise

was available online during the event entry

process, at the expo and on event day at

the finish area

Additional Rebel signage was placed along

CCB’s as runners entered Musgrave Park at

the finish to give Rebel further branding

The Rebel Warm Down was also placed

within the finish area, which once again

proved very popular with runners. Snap

Fitness Personal Trainers were on hand to

offer warm down advise


49

Rebel

Logo Partners Page Click Throughs:17


Results Page Click Throughs: 23

Web Banners

Website Web Banner

Date Added: 6/04/14


Click Throughs: 30




Click Throughs: 16


50

Rebel

6 Weeks to Go eDM Rebel promoted their sport offering to

the runners directing them to shop online

or in store.


Opened: 1743

Clicked: 20


51

Rebel

3 Weeks to Go eDM Rebel directed runners into their store

and online for those last minute

purchases with only 3 Weeks to Go


Opened: 2569

Clicked: 31


52

Rebel


Herald on Sunday, June 1 on page 47

The Sun-Herald QLD print total: 17.500

copies



53

Four Points


Web Banners

Website Web Banner



Click Throughs: 39


54

Four Points

3 & 6 Weeks to Go eDM Four Points by Sheraton Brisbane used their eDM

mentions in the 3 and 6 Weeks to Go eDM’s to

promote their starting rates for event weekend

6 Weeks to go eDM Sent date: Sunday, May 4

Opened: 1743

Clicked: 21

3 Weeks to go eDM Sent date: Sunday, May 25

Opened: 2569

Clicked: 38


55

Four Points

Results eDM Four Points used the City2South

results/congrats eDM to promote their

Brisbane accommodation, with rates

starting as affordable as $170 per night


Opened:6106

Clicked: 25


56

Coateshire


Web Banners

Website Web Banner



Click Throughs: 5


57

Coateshire

4 Weeks to Go eDM Coateshire promoted their Hire anything

for a chance to Win a Toyota Hilux

promotion to the runners in the 4 Weeks

to Go eDM


Opened: 2377

Clicked: 24


58

Snap Fitness


Web Banners

Website Web Banner



Click Throughs: 41


59

Snap Fitness

1 Week to Go eDM Snap Fitness promoted their $8.95 for first

month and $0 joining fee offer to the

runners in the 1 Week to Go eDM


Opened: 5016

Clicked: 33


60

Constant


Web Banners

Website Web Banner

Date Added:08/06/14


Click Throughs: 10


Date Added:08/06/14


Click Throughs: 6


61

Gatorade


Web Banners

Website Web Banner



Click Throughs: 5

Gatorade provided powdered drink for

the drink stations. They also received a

logo on the partners page and a Web

Banner on the website


62

Media Back Drop Media back drop The following sponsor logos appeared on

the Media back drop:

- Westpac

- adidas

- Rebel

- Channel 7

- 4BC

The media back drop was at the expo on

the Friday and Saturday. It was then moved

to Musgrave Park for the presentation

ceremony on event day


63

City2South eDM

eDM Footer Westpac, adidas and Channel 7 featured

on the footer of all City2South eDM’s


64

Sponsor One Liners The below one liners were read out at the start by the event MC

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 Brisbane Times City2South, 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

Join Snap Fitness and pay only $8.95 this June

Need a gym that is open 24/7 and has month to month memberships…..Snap Fitness is the club for you. Snapfitness.com.au

START

As the presenting partner, Westpac is proud to continue its support of the Brisbane Times City2South in 2014

Westpac will be supporting front runners and fun runners alike throughout their run

Jesinta Campbell, the face of Westpac at City2South will lead the Westpac warm up; get involved!

Make sure you give a high 5 at one of the Westpac Support Stations at the 6km mark and

Westpac will donate to Surf Life Saving Queensland’s Westpac Helicopter

Look out for the Westpac Support Stations around the course, including the Westpac

Everything you need, just the way you like it at the Four Points by Sheraton Brisbane

A new level of Style and Comfort at the Four Points by Sheraton Brisbane

Coates Hire is Australia’s largest equipment hire company and is proud to support the 2014 Brisbane Times City 2 South.

With expertise across a broad range of markets you’ll always be better equipped with Coates Hire.

So give the experts a call today on 13 15 52 and get better equipped for the job

Gatorade – nothing rehydrates, replenishes and refuels better

http://adidas.com.au/

http://snapfitness.com.au/


65

Sponsor One Liners The below one liners were read out at the start by the event MC

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

Coates Hire is Australia’s largest equipment hire company and is proud to support the 2014 Brisbane Times City 2 South.

With expertise across a broad range of markets you’ll always be better equipped with Coates Hire.

So give the experts a call today on 13 15 52 and get better equipped for the job

Gatorade – nothing rehydrates, replenishes and refuels better

Westpac congratulates all front runners and fun runners on finishing the 2014 City2South

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. Stop by and pick up your official merchandise

at the Rebel Marquee

Everything you need, just the way you like it at the Four Points by Sheraton Brisbane

A new level of Style and Comfort at the Four Points by Sheraton Brisbane

Join Snap Fitness and pay only $8.95 this June – snapfitness.com.au

Want to keep up your fitness after today…..pop down and see the team at your local Snap Fitness, they are open 24/7

http://snapfitness.com.au/


66


05 Merchandise


68

Merchandise


06 Expo The Brisbane Times City2South held its first event expo in 2014 at the Brisbane Exhibition Centre. Forming a major part of event weekend, the Expo gave participants the opportunity to ask any burning questions they might have, interact with the event, and purchase merchandise and items. Admission to the Expo was free for the general public and all entrants had to attend to pick up their race pack. Location: Brisbane Exhibition Centre, hall 2, Cnr Merivale and Glenelg Streets, South Bank, Brisbane QLD Attendance: 4,000+ City2South participants across the two days.

69


70

Layout and Details

Trading Hours:

Friday, June13 - 8am until

7pm

Saturday, June 14 - 9am until

5pm

Bump In:

Thursday, June12

Expo Stands:

All stands included walls,

lighting (2x spotlights), power

(1x10apm) and signage.

Cost:

Prices started at $1,750+GST

for a 3x3m stand


71

Exhibitors


72

Exhibitors


73

Website


74

Facebook


75

Expo Brochure


76


77


78


79


80

Total Numbers Friday: 2,241

Saturday: 1,958

Total: 4,199

Friday, June 13

Saturday, June 14

0

50

100

150

200

250

300

350

0

50

100

150

200

250

300

350


07 Marketing Strategy

Overview

The Brisbane Times City2South presented by Westpac returned for its second

year in 2014. The campaign utilised the look and feel of “The One to Run “

series marketing campaign and took a holistic approach covering both mass

market and direct to consumer channels.

Key messaging focused around pricing including entry phases and special

offers.

Objectives

• To promote the Brisbane Times City2South as “The One to Run”

• Raise $100,000 for charity

• Communicate a different event offering to established fun runs in

Brisbane – a premium course that commences in the heart of the CBD

and crosses the iconic Brisbane River three times

• Motivate and challenge consumers to participate

Delivery

• Strong and consistent marketing across all mediums

• Integrated marketing campaign

• Social media

• Leveraging of Brisbane Times partnerships and community networks

81


Campaign Overview

Marketing Campaign

The City2South marketing campaign was executed

across three months and delivered through an

integrated marketing approach. Activity spanned

outdoor, online, television, print and radio via the

Fairfax network, sponsor channels and various third

party mediums.

APR MAY JUN

7 14 21 28 5 12 19 26 2 9 16 23

15

GYM SCREENS

LARGE FORMAT OUTDOOR BILLBOARDS

EDITORIAL: BRISBANE TIMES, HEALTH AND LIFESTYLE & BLOGGERS

AMBASSADOR AND PARTNER COLLABORATION

FLYERS & DATABASE SHARING

TRACK

PROMO

CBD

PROMO

FLAGS

PRESS: SUN HERALD, AFR, REGIONAL

RADIO COMMERCIAL SPOTS: 4BC & NOVA

DIGITAL INTERNAL ASSETS, EDMS & SOCIAL MEDIA

4BC RADIO IN PROGRAM PROMOTION

TV

B105 &

3MMM

82


Print Creative

Press Advertising

City2South was promoted extensively

in the following print publications:

The Sun-Herald, South-East QLD

Edition

Australian Financial Review QLD

Redlands Times

Bayside Bulletin

Jimboomba Times

Beaudesert Times

Beenleigh Times

Queensland Country Life

Farm Weekly

Wrap of The Sun-Herald QLD (May

25)

83


Print Creative Early bird executions

84


Print Creative Special Offer press execution.

85


Print Creative Last Minute entries execution

86


Press – in situ examples

87


Front Cover examples

88


Event Wrap

Wrap of The Herald-Sun, South East QLD Edition on Sunday, May 25, 2014.

89


Press – Bmag Wrap Bmag front page wrap and editorial

90


Press Schedule

Appearance Date Publication Section Size Value

15-Feb-14 Sun Herald QLD Sport 1/4 page strip $9,615.60

16-Mar-14 Sun Herald QLD EGN 1/4 page strip $17,688.00


18-Mar-14 AFR EGN 20x7 $13,465.20

18-Mar-14 Sun Herald QLD Bus 1/4 page strip $17,688.00

19-Mar-14 AFR EGN 10x7 $6,732.60



21-Mar-14 AFR EGN 10x7 $6,732.60


22-Mar-14 AFR EGN 10x7 $6,732.60


26-Mar-14 Sun Herald QLD Sports 1/4 page strip $17,688.00

28-Mar-14 AFR Life & Leisure 10x7 $5,114.00

28-Mar-14 Sun Herald QLD Sports 1/4 page strip $17,688.00

29-Mar-14 AFR EGN 10x7 $4,912.74


31-Mar-14 Sun Herald QLD BUS 1/4 page strip $17,688.00

2-Apr-14 Sun Herald QLD EGN 1/4 page strip $17,688.00

91


Press Schedule 3-Apr-14 Sun Herald QLD EGN 1/4 page strip $17,688.00

4-Apr-14 AFR Life & leisure 10x7 $5,114.00



11-Apr-14 AFR Life & Leisure 10x7 $5,114.00

13-Apr-14 Sun Herald QLD Unwind 1/4 page strip $17,688.00

13-Apr-14 Sun Herald QLD Unwind T64 $26,064.00

14-Apr-14 Sun Herald QLD Bus 1/4 page strip $17,688

15-Apr-14 Sun Herald QLD EGN 1/4 page strip $17,688

17-Apr-14 AFR Life and Leisure 20x7 $10,220.00

20-Apr-14 Sun Herald QLD Sports T64 ???? $26,064.00

27-Apr-14 Sun Herald QLD Unwind Full page $46,336.00

2-May-14 AFR Life & Leisure 10x7 $5,114.00

4-May-14 Sun Herald QLD Sports T64 $26,064.00

6-May-14 AFR EGN 10x7 $6,732.60

8-May-14 AFR EGN 20x7 $13,465.20

11-May-14 Sun Herald QLD Unwind 1/4 page Strip $17,688.00

11-May-14 Sun Herald QLD Unwind T64 $26,064.00

18-May-14 Sun Herald QLD Sports T64 $26,064.00

18-May-14 Sun Herald QLD Sports 1/4 page strip $17,688.00

92


Press Schedule 18-May-14 Sun Herald QLD Sports HPH $23,168.00

25-May-14 Sun Herald QLD EGN HPH $23,168.00

25-May-14 Sun Herald QLD 4 page Wrap of SH

T8Pan (374x550mm)


1/4 page strip $17,688.00


Full page $46,336.00

29-May Sun Herald QLD Bus 1/4 page strip $17,688.00

1-Jun-14 Sun Herald QLD Sports T64 $26,064.00

1-Jun-14 Sun Herald QLD Sports 1/4 page strip $17,688.00

1-Jun-14 Sun Herald QLD EGN Full page $46,336.00

1-Jun-14 Sun Herald QLD EGN HPH $23,168.00


7-Jun-14 Sun Herald QLD Sport 1/4 page strip $9,615.60

8-Jun-14 Sun Herald QLD Sports T64 $26,064.00



9-Jun-14 Sun Herald QLD EGN 1/4 page strip $17,688.00



15-Jun-14 Sun Herald QLD EGN full [age $46,336.00


$1,079,504.34

93


Media Coverage

City2South received strong editorial support

via Brisbane Times and 4BC throughout the

campaign.

On day coverage including Brisbane Times,

4BC, Channel 7, ABC News and Channel 9

94


Editorial

Sun 16th Mar

Qld Edition The Sun-Herald

95


Editorial

96


Editorial

Sun 25th May


97


Editorial 24 May 2014 Brisbane Times This story generated over 500 Facebook likes over one day.

98


Editorial

Sun 15th June


99


Editorial

Sun 15th June

ABC News Brisbane

http://www.abc.net.au/news/2014-06-15/qld-boy-with-rare-spine-condition-completes/5525194

100


Bmag Wrap Half page front cover wrap of the World Cup issue plus half page editorial in the June issue of Bmag. Delivered to 420,000 homes.

101


Activations 1,000 branded water bottles were handed out during the commute at Central station to promote City2South and the special discount offer.

102


Countdown Advertising

Full page Countdown ad (T64 Countdown ad + ¼ page sponsor spot) in The Sun-Herald QLD edition leading up to the event

103


Countdown eDM’s

104


eDM Stats

Date Send Date Mailing list Total Open Rate Total Open

% Total Click

Through

10 weeks to go 6/04/2014 1204 1965 61.27% 273

8 weeks to go 20/04/2014 1218 1478 82.41% 93

6 weeks to go 4/05/2014 1444 1743 82.85% 148

4 weeks to go 18/05/2014 1853 2377 77.96% 322

3 weeks to go 25/05/2014 2078 2569 80.89% 161

2 week to go 1/06/2014 2770 3389 81.74% 293

1 week to go 8/06/2014 3318 5016 66.15% 557

IMPORTANT INFORMATION - 5k

4/06/2014 442 968 45.66% 170

IMPORTANT INFORMATION - 14k

4/06/2014 3708 7995 46.38% 1523

Expo 12/06/2014 4446 6670 66.66% 156

Results/Congrats 15/06/2014 3951 6106 64.71% 1572

105


Clicks per story Date Story Click per story

10 weeks to go Course Details 128

Fundraising 3

Training plans 110

8 weeks to go Westpac 42

adidas 12

Triathlon 10

6 weeks to go Rebel 20

Four Points 11

Merchandise 88

4 weeks to go Coateshire 4

Training plans 153

adidas 16

Merchandise 68

Running group 30

3 weeks to go Rebel 20

Four Points 6

2 week to go Westpac 72

adidas 30

Merchandise 97

1 week to go Snap Fitness 7

adidas 18

Expo 3

Merchandise 74

Results/Congrats adidas 19

Four Points 0

Marathon Photos 642

iTab 43

Sunshine Coast Marathon 64

106


Digital Digital advertising ran across brisbanetimes.com.au including homepage RHS tiles, shoestring, sports tile, homepage hero, mobile and iPad. The City2South TVC used as a pre-roll on you-tube targeting the health and fitness category. The activity delivered a strong click through rate of 2.46 percent or 1000 clicks.

107


Brisbane Times take over City2South took over the Brisbane Times homepage twice throughout the campaign.

108


Digital – Special Offer

109


Digital – Online Examples Homepage Hero, Brisbane Times, March 7

Right Hand Side Tile,

Brisbane Times, Feb 26

110


Radio Nova 106.9 and 4BC were the radio media partners of the 2014 Brisbane Times City2South presented by Westpac.

Nova 106.9 Activity

• Nova's all Ova spots - 30 second live reads, 10 second live liners, 30 second brand spots

• Facebook promoted posts • Live cross • Rent a crowd • Instagram promo

Additional radio activity: 30 Second commercial spots with B105 and Triple M

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Radio 4BC activity included:

Secured PR pitches o News Talk 4BC Afternoons – Interview with City2Sight Team o News Talk 4BC – Interview with Tim Horan o News Talk 4BC – Interview with Chris Parsons

News Talk 4BC broadcasting from the event

• Commercial activity 15 spots per week • Ten second teaser spots, 10 per week • In program content • 4bc.com.au digital advertising • eDM to 4BC database • eDM to 4BC clients/contacts • Social posts • Event day outdoor broadcast

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TV Channel 7 were an official media partner, producing a 30 second TVC, providing ambassadors to take part in the event and covering the event day.

Channel 7 Ambassadors: Bill McDonald; 7news, Tony Auden; 7 news presenter, Liz Cantor; Great South East Presenter, Jessica Skarratt; Great South East Presenter, Chris Parsons; Queenslander Weekender Presenter. Activity • Weather Cross with Paul Burt and team City2Sight on

June 13 • Interviews at the finish line and Evening News story on

June 15

Channel 7 CSA

https://www.youtube.com/watch?v=FKnztSZv0eg&feature=youtu.be

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https://www.youtube.com/watch?v=FKnztSZv0eg&feature=youtu.be


TV A 30 second TVC also ran across CH10 Brisbane, One Brisbane, Eleven and Channel .

Coverage Channel 9 Gold Coast - Ky Hurst & Westpac Helicopter coverage – 11/06/14

http://www.brisbanetimes.com.au/queensland/ky-hurst-gets-his-chopper-on-for-city2south-20140611-

zs4g0.html

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Out of Home Out of home consisted of Large Format Digital Billboards, Gym Screens, Story Bridge banner and street flags.

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Street Flags Story Bridge Banner (promoted for 2 weeks)

Street Flags (May 16th- June 16th)

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Flyers & Posters Special Offer Flyers • 40,000 flyers handed out at the Paniyiri Greek Festival, State of Origin, Home Buyer Show and

Domain/Real Estate conference and throughout rebel stores • Flyers distributed to 15 running clubs • Posters and Flyers distributed to local gyms, cafes and retail outlets Westpac Flyers and Posters 4600 flyers and 168 posters, featured the Special Westpac Customer Offer, distributed to 42 Westpac Branches throughout Queensland. Rebel Store Flyers Flyers at point of sale in Brisbane Rebel stores

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Social Media Weekly organic and paid social media posts through the City2Sea Facebook page.

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Social Media

Twitter: @city_2_South

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Social Media Instagram: @city_2_South

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Social Media – event day Event day engagement and reach: • 981 people were talking about City2South via Facebook • 197 new page likes in the week of City2South • Total reach on event day via Facebook: 57,453 • Engagement on event day with City2South increased by over 1000% • #City2South has been used over Instagram over 1000 times.

Social chat around City2South was overwhelmingly positive: Best event ever! Totally worth travelling up from Melbourne with my bestie Judy Street. Raelene Joyce Elated. One of the best events I have entered. Tx – Shirly Dieckmann Agree with Raelene Joyce - Our Team had a great time finishing last! Great Course, Didn't get lost once(have on other runs) Raising funds and awareness for Beyond Blue. The VIP tent afterwards was wonderful. – Barb Stapleton

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https://www.facebook.com/judy.street.77


Partnerships City2South leveraged government and editorial partnerships for database and social media promotion. Brisbane Marketing ran a Social Media Competition for 2 weeks across their Visit Brisbane Facebook and social media channels as well cross promotion via their events eDM and Visit Brisbane website front page.

Snap Fitness Gym social posts. Posters and flyers available at all gym locations.

Brisbane Kids social posts

Brisbane City Council Health and Wellness EDMs x 2 to 10,000 staff.

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Database Communication EDM’s – Special Offer Brisbane Times membership database Brisbane Marketing Database Brisbane City Council Staff Discount Last year’s participants who were yet to register Domain clients Fairfax QLD Agency Clients 4BC database Snap Fitness

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Expo Marketing

Digital advertising to promote the City2South Expo on the Brisbane Times homepage and the Brisbane Times Good Food Month, presented by Citi website.

Facebook cover images

Editorial coverage on Brisbane Times http://www.brisbanetimes.com.au/queensland/fitness-and-health-expo-puts-city2south-runners-on-the-front-foot-20140609-zs1gj.html

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Runners Guide

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08 Website

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Website Statistics gathered from June 27, 2013 to June 26, 2014

Overview of Daily Visit Statistics

Top Pages Viewed

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Visits by Device

Visits Overview

Website Statistics gathered from June 27, 2013 to June 26, 2014

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Website

Engagement Statistics

Statistics gathered from June 27, 2013 to June 26, 2014

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09 Registrations

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 sub 55mins (men) and sub 60mins (women) Brisbane Times Red Start: This start group is for athletes who will complete the course in sub 75mins 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).

Pricing Structure

Start Groups

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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.

A total of 335 participants purchased either a personalised message or finish time iTaB in the online registration process.

Registration SMS The registration SMS was sent out to registered participants on Thursday, June 12.

“Hi John, your 2014 City2South race no. is 5845. Please collect your race bib this Fri 8-7 or Sat 9-5 from Brisbane Convention & Exhibition Centre”

Event Day Results SMS Across all events, a total of 1868 participants purchased a results SMS in the registration process. They were sent their finish time via SMS when crossing the finish line;

“Congratulations John on finishing the 2014 Brisbane Times City2South presented by Westpac in a time of 01:23:45. Keep training for the city2surf.com.au”

Technology Innovations

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Corporate Teams

This exciting initiative has three different team registration packages available for purchase which provide various levels of support to team managers throughout the entry process. These packages are designed to make the registration process as smooth as possible for you and your fellow team mates. Benefits of these packages include options such as pay later functionality, regular event updates and continual support during the team set-up. There were 6 standard corporate team packages sold for this event. Along with Team UC Health purchasing a Corporate Marquee package. 6 Standard Corporate Teams

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10 Hospitality There is always plenty of activity when it comes

round to the annual City2South and this year was

no different.

The official events included the Race Brunch

held on the Friday prior to the race and an official

breakfast on event day.

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The brunch was hosted by Brisbane Times Sports Editor, Phil Lutton who welcomed guests from Westpac, Government Stakeholders, Coates Hire and Brisbane City Council. Editor of Brisbane Times, Simon Holt gave an overview of some of the marketing highlights during the pre-event campaign and gave warming insight into his local training group set up to run on the Sunday.

Craig Armstrong, Regional General Manager Brisbane City, Westpac Retail and Business Bank spoke to guests about the event’s significance for their respective businesses and Brisbane as an event destination.

Goodie bags were issued to guests as they left which included product from Coates Hire, Four Points, Carmens and Coconut Water.

Race Brunch

The annual Race Brunch was hosted at the Official City2South Hotel Partner, Four Point by Sheraton in Brisbane. Invitations were sent out to all sponsors, stakeholders, participating elite athletes and local media involved with the fun run. The Race Brunch is generally used as the official launch of the event and is the mutual setting for media to have one-on-one access to the elite athletes taking part on the Sunday. The Race Brunch for the City2South is a ceremonious affair with breakfast buffet served, and was held on Friday, June 13 from 10.00am, with formalities commencing at 10.45am.

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The After Party was held as the official “thank you” to all sponsors, stakeholders, elite athletes and local media for supporting the event during its annual campaign. The party was held on the event day and ran from 7.00am – 11.00am, catering for approx 75 people.

The party was held in The City2South Finish Area-, Musgrave Park, South Brisbane. Musgrave Park was the perfect location for people to sit and relax after running the race, or in some cases, just for those involved in the event to toast to a well executed event.

One particular highlight for the City2South VIP guests is that they get to watch the lead runners come down Russell street and then view them coming over the finish line. It’s a sight everyone needs to see!

The Rich Pour joined us as our official coffee partner, which was the second year in a row the up and coming business featured at the event.

Zen Catering provided bacon and egg rolls, an assortment of savoury brunch items and fresh fruit for guests.

As with the brunch, guests left with a goodie bag filled with the latest in Carmens bars, a Four Points lollipop and Coates Hire water bottle.

VIP After Race Party

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Image


Corporate Hospitality Corporate Marquee Hire The Corporate Marquee area was included as part of the finish precinct set up and is fast becoming a permanent fixture at the City2South. Marquees were available for $3300incl GST and included a basic furniture package of tables, chairs, fencing, market umbrellas and linen. One marquee was purchased by UC Health and provided the perfect area for their team to meet post event and to enjoy some well earned refreshments. Zen Catering came on board as the preferred caterer for the City2South and were the perfect fit for the event. The Catering Company is made up of a unique group of individuals who have created a movement of change within Brisbane’s catering scene.

Food Stall Holders Food stallholders are the perfect way to compliment the public seating area within the finish precinct. There were 2 stallholders his year which included: • The Rich Pour (Coffee Cart) • Lockyer Valley Riding for the Disabled (BBQ)

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11 Winners Results

Place First Name Surname Net Time State

1 Alastair Stevenson 0:43:40 QLD

2 Drew Williams 0:44:07 QLD

3 Hintsa Mebrahtu 0:44:47 QLD

4 Patrick Nispel 0:45:14 QLD

5 Liam Woollett 0:45:36 QLD

6 Grant Gwynne 0:46:10 QLD

7 Tim Garrett 0:46:38 QLD

8 Mathew Skate 0:46:59 QLD

9 Michael O'Shea 0:47:49 QLD

10 Oliver Schweizer 0:48:10 QLD

Top Ten 14km Top Ten 5km Place First Name Surname Net Time State

1 Jack Bruce 0:15:21 QLD

2 Louis McAfee 0:15:21 QLD

3 Shane Ward 0:16:33 QLD

4 Adrian Pennisi 0:18:26 QLD

5 Darren Carnell 0:18:46 QLD

6 Cameron Ward 0:20:07 QLD

7 Steph Burstall 0:20:32 QLD

8 Jimmy White 0:20:43 QLD

9 Melissa Watson 0:20:48 QLD

10 Clayton Mackenzie-Ross 0:21:06 QLD

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14km Winners Results


1 Alastair Stevenson 0:43:40 QLD

2 Drew Williams 0:44:07 QLD

3 Hintsa Mebrahtu 0:44:47 QLD

4 Patrick Nispel 0:45:14 QLD

5 Liam Woollett 0:45:36 QLD

6 Grant Gwynne 0:46:10 QLD

7 Tim Garrett 0:46:38 QLD

8 Mathew Skate 0:46:59 QLD

9 Michael O'Shea 0:47:49 QLD

10 Oliver Schweizer 0:48:10 QLD


1 Clare Geraghty 0:48:27 QLD

2 Cassandra Fien 0:48:29 QLD

3 Tamlyn Mathiske 0:49:38 QLD

4 Tara Gorman 0:50:07 QLD

5 Sarah Crowley 0:52:55 QLD

6 Hannah Fothergill 0:53:21 QLD

7 Nicolette Lesberg 0:53:41 QLD

8 Clare Williams 0:53:49 QLD

9 Ursula Townsend 0:53:54 QLD

10 Laura Hawes 0:54:57 QLD

Female

Male

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5km Winners Results


1 Jack Bruce 0:15:21 QLD

2 Louis McAfee 0:15:21 QLD

3 Shane Ward 0:16:33 QLD

4 Adrian Pennisi 0:18:26 QLD

5 Darren Carnell 0:18:46 QLD

6 Cameron Ward 0:20:07 QLD

7 Jimmy White 0:20:43 QLD

8 Clayton Mackenzie-Ross 0:21:06 QLD

9 Sean Ryan 0:21:54 QLD

10 Michael Rutherford 0:21:57 QLD


1 Steph Burstall 0:20:32 QLD

2 Melissa Watson 0:20:48 QLD

3 Sienna Russell 0:21:56 QLD

4 Karyn Hewitson 0:22:50 QLD

5 Jessie Hulme 0:24:46 QLD

6 Annie Hulme 0:24:47 QLD

7 Michelle Bayley 0:24:56 VIC

8 Ella Lindenberg 0:25:10 QLD

9 Kathryn Sherar 0:25:11 QLD

10 Heather Writer 0:25:44 QLD

Male

Female

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Finish Times

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7:48

7:52

7:56

8:00

8:04

8:08

8:12

8:16

8:20

8:24

8:28

8:32

8:36

8:40

8:44

8:48

8:52

8:56

9:00

9:04

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9:12

9:16

9:20

9:24

9:28

9:32

9:36

9:40

9:45

9:49

9:54

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14km Finish Times

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5km Finish Times

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Fairfax Events

1 Darling Island Road, Pyrmont NSW 2009 Australia

www.city2south.com.au

[email protected]

City2South 2014 Event Report

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