PR, DIGITAL AND SOCIAL MEDIA

DESIRED OUTCOME

P4 Group has worked on the Bridge to Brisbane Day account for ten years now. In 2016, our role was providing a combination of traditional and digital PR services, including social media, blog writing, presenting to sponsors, appointing and managing ambassadors, writing the participant e-newsletters, executing activations, media relations as well as event and social media assistance on the day.

 


CHALLENGE
  • To develop and execute an engaging PR and social media strategy in the lead up to The Sunday Mail Suncorp Bank Bridge to Brisbane Day 2016 on Sunday, August 28th. These strategies supported a 20 week registration drive, with the goal of reaching 30,000 participants ahead of August 28.
  • To raise awareness and build excitement around the new course for Bridge to Brisbane Day, which incorporated three bridges and two tunnels to finish at South Bank.
  • To communicate key timings/offerings throughout the campaign, particularly ‘early bird’, general entries and ‘last chance’ deals.

In phase two of the campaign (general registrations), we focused on communicating the significance of Bridge to Brisbane Day’s 20th anniversary of the event.

 

SOLUTION

P4 Group’s Bridge to Brisbane Day 2016 campaign adopted a new and expanded approach which included:

  • Developing an editorial wish list for the campaign which was shared with each editorial teams across a series of meetings at News Corp. This year, the focus was on colour-filled images that really highlight the fun element of the day
  • Developing daily social media content for Facebook and Instagram and responding to participant posts.
  • Developing and uploading a series of blog topics to the Bridge to Brisbane Day website.
  • Interviewed participants and pitched key stories to the media.
  • Engaged several ambassadors to promote the event via social media, guest blog posts, and attendance on the day
  • Attended ‘The Athlete’s Foot’ Run Summit 2.0 event to promote Bridge to Brisbane Day and encourage sign-ups.
  • Managed the social and traditional media on event day.

 

RESULT
  • Registration targets were reached the week before race day.
  • 2499 participants raised $716,964 for 221 charities.P4 Group secured:
    • 470 pieces of editorial throughout campaign to date consisting of:
      • 91 print clippings
      • 16 radio mentions
      • 317 TV mentions (across four networks)
      • 44 online mentions
    • Six ambassadors who promoted the event across various channels
    • A pop-up stall activation at The Athlete’s Foot Run Summit.