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Fairfax Events

TLA has been engaged by Fairfax Events for the past four years to do manage and execute the PR for their running events. The scope of work includes managing PR campaigns covering eights events across four states, including the world’s largest fun run – the iconic The Sun-Herald City2Surf.

Date

14 Aug 2016

Categories

TLA has been engaged by Fairfax Events for the past four years to do manage and execute the PR for their running events. The scope of work includes managing PR campaigns covering eights events across four states, including the world’s largest fun run – the iconic The Sun-Herald City2Surf.

The City2Surf has been one of Sydney’s staple community events for over 40 years, and has regularly attracted over 80,000 entrants. The event sees almost $5million raised for various charities as runners tackle the 14km course from Sydney’s CBD to the picturesque Bondi Beach finish line.

For City2Surf, TLA manages the overarching PR campaign for the 16 weeks leading up to the event, generating positive media coverage to drive entries to the event and driving fundraising and awareness for charities through positive PR stories. These story angles were derived through event ambassadors (with PR schedules managed by TLA), everyday entrant stories, charity stories, sponsor assets and elite entrants.

In 2016, TLA also executed a pre-event media stunt with event ambassador and Nine Network personality, Sylvia Jeffreys. This took the of a mass participation yoga class to help drive national media attention and final entries.

On event day, TLA’s on-site media management duties included the managing and briefing ambassadors and event partner talent for Channel Nine Weekend Today weather crosses at the start line. At the finish line, TLA staff also managed all major metropolitan camera crews and assisted with the Channel Nine Wide World of Sport and ABC News 24 on-site broadcasts.

A total of 515 media stories were achieved across the campaign that reached over 36 million people and generated over $15 million in PR value of media coverage.