The Great Ireland Run
Great Run Company

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Great Run Company

The Great Ireland Run

January - April 2017

The Great Ireland Run is one of the biggest and best events in Ireland’s sporting calendar, bringing thousands of runners of all ages and abilities together for 5k and 10k events in the spring. 

The Great Run company, which also runs the iconic Great North Run in Newcastle and other events across the UK, appointed us to manage the communications around the event in Dublin over a four month period. 

Our brief was to help the Great Run Company increase the runners in its 10k race by 5 per cent and its 5k race by 10 per cent. Oh, and 80 per cent of press coverage had to drive traffic to the Great Ireland Run website, so digital was a key focus.

The first step on the race to smashing our targets was to appoint a digital influencer who would resonate with a wide number of the target audience so we brought Grace Mongey, better known as Snapchat queen FacesByGrace, on board to train for the run. 

While Grace was taking her fans, followers, the wider public and the press through her training regimes, we were busy in the background planting lots of features, case studies and milestone stories in media north and south of the border to keep the steady stream of registrations for the events rolling in. 

The final piece of the puzzle was an invitation to key lifestyle, sport and news media to get involved in the race. which helped generate additional media coverage and social conversation about training and preparation. 

The campaign led to us exceeding all of our targets and, most importantly, contributed to a fantastic race that was enjoyed by runners young and old.