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Fairfax Events I City2South Sunday, June 15, 2014
Event Report 2014
Fairfax Events I City2South Sunday, June 15, 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
Fairfax Events I City2South Sunday, June 15, 2014
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
Fairfax Events I City2South Sunday, June 15, 2014
The Course – 14km
4
Fairfax Events I City2South Sunday, June 15, 2014
The Course – 5km
5
Fairfax Events I City2South Sunday, June 15, 2014
Image
Fairfax Events I City2South Sunday, June 15, 2014
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
Fairfax Events I City2South Sunday, June 15, 2014
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
Fairfax Events I City2South Sunday, June 15, 2014
Our Audience
Male 33%
Female 67%
14km
Male 47%
Female 53%
5km
9
Fairfax Events I City2South Sunday, June 15, 2014
10
Fairfax Events I City2South Sunday, June 15, 2014
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.
Fairfax Events I City2South Sunday, June 15, 2014
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.
Fairfax Events I City2South Sunday, June 15, 2014
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
Fairfax Events I City2South Sunday, June 15, 2014
14
Fairfax Events I City2South Sunday, June 15, 2014
04 Partners
15
Fairfax Events I City2South Sunday, June 15, 2014
16
Fairfax Events I City2South Sunday, June 15, 2014
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
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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
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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
Fairfax Events I City2South Sunday, June 15, 2014
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
Fairfax Events I City2South Sunday, June 15, 2014
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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
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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.
Fairfax Events I City2South Sunday, June 15, 2014
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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*
*Average Sunday print total for QLD press site is 17,500 copies as per August 2014 statistics.
Fairfax Events I City2South Sunday, June 15, 2014
Editorial
Editorial on the event ran in The
Sun-Herald QLD print copies
The Sun-Herald QLD print total:
17.500 copies*
24
Westpac
*Average Sunday print total for QLD press site is 17,500 copies as per August 2014 statistics.
Fairfax Events I City2South Sunday, June 15, 2014
Editorial
Editorial on the event ran in The
Sun-Herald QLD print copies
The Sun-Herald QLD print total:
17.500 copies*
25
Westpac
*Average Sunday print total for QLD press site is 17,500 copies as per August 2014 statistics.
Fairfax Events I City2South Sunday, June 15, 2014
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
Fairfax Events I City2South Sunday, June 15, 2014
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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
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Westpac
Flyers and Posters Event flyers and posters were distributed
within Westpac branches in Qld
Fairfax Events I City2South Sunday, June 15, 2014
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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
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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
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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
Fairfax Events I City2South Sunday, June 15, 2014
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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
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Fairfax Events I City2South Sunday, June 15, 2014
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Fairfax Events I City2South Sunday, June 15, 2014
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
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adidas
Logo Partners Page Click Throughs: 54
Website Footer Click Throughs: 87
Web Banners
Website Web Banner
Date Added: 6/04/14
Date Removed: 04/05/14
Click Throughs: 27
Results Page Web Banner
Date Added: 15/06/14
Date Removed: 29/06/14
Click Throughs: 19
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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
Sent date: Sunday, April 20
Opened: 1478
Clicked: 42
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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
Fairfax Events I City2South Sunday, June 15, 2014
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adidas
2 Weeks to Go eDM adidas again promoted the $20 off
adidas running footwear in their 2 Weeks
to Go eDM mention
Sent date: Sunday, June 1
Opened: 3389
Clicked: 30
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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
Sent date: Sunday, June 8
Opened: 5016
Clicked: 18
Fairfax Events I City2South Sunday, June 15, 2014
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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
Sent date: Sunday, June 15
Opened: 6106
Clicked: 19
Fairfax Events I City2South Sunday, June 15, 2014
45
adidas
Countdown Print Ad Appeared in the QLD edition of The Sun-
Herald on Sunday, April 13 on page 18.
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.
Fairfax Events I City2South Sunday, June 15, 2014
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adidas
Countdown Print Ad Appeared in the QLD edition of The Sun-
Herald on Sunday, May 18 on page 49.
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.
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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.
*Average Sunday print total for QLD press site is 17,500 copies as per August 2014 statistics.
adidas
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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
Fairfax Events I City2South Sunday, June 15, 2014
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Rebel
Logo Partners Page Click Throughs:17
Website Footer Click Throughs: 32
Results Page Click Throughs: 23
Web Banners
Website Web Banner
Date Added: 6/04/14
Date Removed: 04/05/14
Click Throughs: 30
Results Page Web Banner
Date Added: 15/06/14
Date Removed: 29/06/14
Click Throughs: 16
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Rebel
6 Weeks to Go eDM Rebel promoted their sport offering to
the runners directing them to shop online
or in store.
Sent date: Sunday, April 20
Opened: 1743
Clicked: 20
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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
Sent date: Sunday, May 25
Opened: 2569
Clicked: 31
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Rebel
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
*Average Sunday print total for QLD press site is 17,500 copies as per August 2014 statistics.
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Four Points
Logo Partners Page Click Throughs: 33
Web Banners
Website Web Banner
Date Added: 19/05/2014
Date Removed: 12/07/2014
Click Throughs: 39
Fairfax Events I City2South Sunday, June 15, 2014
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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
Fairfax Events I City2South Sunday, June 15, 2014
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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
Sent date: Sunday, June 15
Opened:6106
Clicked: 25
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Coateshire
Logo Partners Page Click Throughs: 9
Web Banners
Website Web Banner
Date Added: 27/05/2014
Date Removed: 12/07/2014
Click Throughs: 5
Fairfax Events I City2South Sunday, June 15, 2014
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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
Sent date: Sunday, May 18
Opened: 2377
Clicked: 24
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Snap Fitness
Logo Partners Page Click Throughs: 9
Web Banners
Website Web Banner
Date Added: 25/05/14
Date Removed: 15/06/14
Click Throughs: 41
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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
Sent date: Sunday, June 8
Opened: 5016
Clicked: 33
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Constant
Logo Partners Page Click Throughs: 6
Web Banners
Website Web Banner
Date Added:08/06/14
Date Removed: 29/06/14
Click Throughs: 10
Results Page Web Banner
Date Added:08/06/14
Date Removed: 29/06/14
Click Throughs: 6
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Gatorade
Logo Partners Page Click Throughs: 12
Web Banners
Website Web Banner
Date Added: 27/04/14
Date Removed: 18/05/14
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
Fairfax Events I City2South Sunday, June 15, 2014
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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
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City2South eDM
eDM Footer Westpac, adidas and Channel 7 featured
on the footer of all City2South eDM’s
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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
Fairfax Events I City2South Sunday, June 15, 2014
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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
Fairfax Events I City2South Sunday, June 15, 2014
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Fairfax Events I City2South Sunday, June 15, 2014
05 Merchandise
Fairfax Events I City2South Sunday, June 15, 2014
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Merchandise
Fairfax Events I City2South Sunday, June 15, 2014
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.
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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
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Exhibitors
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Exhibitors
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Website
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Fairfax Events I City2South Sunday, June 15, 2014
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Expo Brochure
Fairfax Events I City2South Sunday, June 15, 2014
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Fairfax Events I City2South Sunday, June 15, 2014
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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
Fairfax Events I City2South Sunday, June 15, 2014
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
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Fairfax Events I City2South Sunday, June 15, 2014
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
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Fairfax Events I City2South Sunday, June 15, 2014
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
Fairfax Events I City2South Sunday, June 15, 2014
Print Creative Early bird executions
84
Fairfax Events I City2South Sunday, June 15, 2014
Print Creative Special Offer press execution.
85
Fairfax Events I City2South Sunday, June 15, 2014
Print Creative Last Minute entries execution
86
Fairfax Events I City2South Sunday, June 15, 2014
Press – in situ examples
87
Fairfax Events I City2South Sunday, June 15, 2014
Front Cover examples
88
Fairfax Events I City2South Sunday, June 15, 2014
Event Wrap
Wrap of The Herald-Sun, South East QLD Edition on Sunday, May 25, 2014.
89
Fairfax Events I City2South Sunday, June 15, 2014
Press – Bmag Wrap Bmag front page wrap and editorial
90
Fairfax Events I City2South Sunday, June 15, 2014
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
17-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
19-Mar-14 Sun Herald QLD EGN 1/4 page strip $17,688.00
20-Mar-14 Sun Herald QLD Bus 1/4 page strip $17,688.00
21-Mar-14 AFR EGN 10x7 $6,732.60
21-Mar-14 Sun Herald QLD EGN 1/4 page strip $17,688.00
22-Mar-14 AFR EGN 10x7 $6,732.60
22-Mar-14 Sun Herald QLD Bus 1/4 page strip $17,688.00
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
30-Mar-14 Sun Herald QLD EGN 1/4 page strip $17,688.00
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
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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
7-Apr-14 Sun Herald QLD EGN 1/4 page strip $17,688.00
8-Apr-14 Sun Herald QLD EGN 1/4 page strip $17,688.00
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
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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)
25-May-14 Sun Herald QLD 4 page Wrap of SH
1/4 page strip $17,688.00
25-May-14 Sun Herald QLD 4 page Wrap of SH
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
5-Jun-14 Sun Herald QLD Sports 1/4 page strip $9,615.60
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
8-Jun-14 Sun Herald QLD Sports 1/4 page strip $17,688.00
8-Jun-14 Sun Herald QLD EGN HPH $23,168.00
9-Jun-14 Sun Herald QLD EGN 1/4 page strip $17,688.00
11-Jun-14 Sun Herald QLD EGN 1/4 page strip $17,688.00
13-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
15-Jun-14 Sun Herald QLD EGN HPH $23,168.00
$1,079,504.34
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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
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Editorial
Sun 16th Mar
Qld Edition The Sun-Herald
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Editorial
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Editorial
Sun 25th May
Qld Edition The Sun-Herald
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Editorial 24 May 2014 Brisbane Times This story generated over 500 Facebook likes over one day.
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Editorial
Sun 15th June
Qld Edition The Sun-Herald
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Editorial
Sun 15th June
ABC News Brisbane
http://www.abc.net.au/news/2014-06-15/qld-boy-with-rare-spine-condition-completes/5525194
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Fairfax Events I City2South Sunday, June 15, 2014
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.
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Activations 1,000 branded water bottles were handed out during the commute at Central station to promote City2South and the special discount offer.
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Countdown Advertising
Full page Countdown ad (T64 Countdown ad + ¼ page sponsor spot) in The Sun-Herald QLD edition leading up to the event
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Countdown eDM’s
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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
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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
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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.
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Brisbane Times take over City2South took over the Brisbane Times homepage twice throughout the campaign.
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Digital – Special Offer
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Digital – Online Examples Homepage Hero, Brisbane Times, March 7
Right Hand Side Tile,
Brisbane Times, Feb 26
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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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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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Fairfax Events I City2South Sunday, June 15, 2014
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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Fairfax Events I City2South Sunday, June 15, 2014
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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Fairfax Events I City2South Sunday, June 15, 2014
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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Fairfax Events I City2South Sunday, June 15, 2014
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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Fairfax Events I City2South Sunday, June 15, 2014
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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Fairfax Events I City2South Sunday, June 15, 2014
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
Fairfax Events I City2South Sunday, June 15, 2014
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
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
Place First Name Surname Net Time State
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
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 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
Place First Name Surname Net Time State
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
0
10
20
30
40
50
60
70
80
90
100
TIM
E
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
9:08
9:12
9:16
9:20
9:24
9:28
9:32
9:36
9:40
9:45
9:49
9:54
10:0
0
10:0
7
10:1
1
14km Finish Times
0
5
10
15
20
25
30
35
40
5km Finish Times
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Fairfax Events
1 Darling Island Road, Pyrmont NSW 2009 Australia
www.city2south.com.au