Swan River Run 2014 Event Report

Fairfax Events I Swan River Run Sunday, July 13, 2014

Event Report 2014

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Event logo


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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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.


The Course – 14km

4


The Course – 5km

5


6

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


7

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


8

Our Audience

Female

53%

Male

47%

14km

Male

35%

Female

65%

5km


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.

9


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.

10

Charity


Highest Individual Fundraiser

David Maughan

Raised $6,226.50 for Breast

Cancer Care WA

11

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.


12


04 Partners

13


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

14


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

15


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

16


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

17


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

18


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

19


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

20


Westpac Race Bibs The Westpac logo featured prominently on

the front of all race bibs

21


Westpac Flyers and Posters Event flyers and posters were distributed

within Westpac branches in WA

22


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

23


Westpac ATM Screen The below ATM creative was live on all WA

Westpac ATM machines for a 3 week period

prior to event day

24


Westpac WA Today Digital Assets Westpac event advertising was uploaded to

WA Today pre event promoting Westpac’s

association with the event

25


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

26


27


28


29


30


31


32


33


adidas




Web Banners

Website Web Banner



Click Throughs: 27

Results Page Web Banner



Click Throughs: 15

34


adidas

5 Weeks to Go eDM Adidas offered runners a $20 off adidas

running footwear in the 5 week to go

eDM


35


adidas

2 Weeks to Go eDM Adidas offered runners a $20 off adidas

running footwear in the 5 week to go

eDM


36


37

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



Rebel




Web Banners

Website Web Banner



Click Throughs: 12




Click Throughs: 21

38


39

Rebel

Countdown eDM’s

3 Weeks to Go


1 Week to Go



40

Rebel

Results eDM



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

41


Four Points




Web Banners

Website Web Banner



Click Throughs: 268




Click Throughs: 7

42


43

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



44

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



Constant


Web Banners

Website Web Banner



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

45


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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47

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


48

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

http://adidas.com.au/


49

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


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.


51

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

13

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


52

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


53

Press Creative Your Challenge Starts Now Execution

Special Offer Execution


54

Press Creative Last Minute Entries Execution


55

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


56



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


57



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


59

Press – in situ examples


60

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


61

Editorial

PRIMOLife May/June 2014 Edition


62

Editorial

Wagin Argus Reporter May 15 2014


63

www.watoday.com.au May 12 2014

Editorial


64

www.watoday.com.au June 3 2014

Editorial


65

Editorial www.sydneymorningherald.com.au

June 3 2014


66

Editorial



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

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























67

Media Coverage


68

Media Coverage


69

Media Coverage


70

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

http://www.youtube.com/watch?v=9jD9Tj_p868&sns=fb

http://www.youtube.com/watch?v=9jD9Tj_p868&sns=fb


71

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


72

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.


73

WAtoday Print Edition

Published and distributed on June 5, 2014.


74

WAtoday Print Edition

www.watoday.com.au June 5, 2014


75

Event Guide

The 6-page Event Guide featuring in the WAtoday print edition on June 5.


76

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


77


78

Out of Home Gym Advertising- 41 gyms, min 120 spots per day


79

Street Flags


80

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.


81

Runners Guide


82

Digital Digital advertising across WA Today and the Fairfax Regional network and behavioural targeting across various health and fitness websites.


83

WA Today Take Over Two homepage takeovers of WA Today


84

Countdown eDM


85

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%


86

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


87

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


88

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).


89

Social Media

http://instagram.com/swanriverrun


90

Social Media

https://twitter.com/swanriverrun


91

Social Media


92

Social Media

https://www.facebook.com/SwanRiverRun


93

Social Media


94

Social Media

Tweet Perth Competition www.tweetperth.com.au 17 June 2014.


95

Social Media Blog coverage Breakfastconfidential.com.au July 8, 2014


96

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


Image

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06 Media Partners

98

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.


99

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…

https://www.facebook.com/6prbreakfast

https://www.facebook.com/houseruleson7



https://www.facebook.com/WAtoday

http://media.watoday.com.au/news/wa-news/a-heartbreaker-for-local-stars-5486294.html














100

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.


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


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


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


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

1 Darling Island Road, Pyrmont NSW 2009 Australia

www.swanriverrun.com.au

[email protected]

Swan River Run 2014 Event Report

Documents

Transcript of Swan River Run 2014 Event Report