half marathon 2014 event report

Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014

Event Report 2014

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Contents 00

2

01 Introduction 3

02 Our Audience 8

03 Charity 13

04 Partners 16

05 Merchandise 84

06 Expo 89

07 Marketing 102

08 Website 137

09 Signage 141

10 Registrations 144

11 Hospitality 148

12 Winners Results 154


01 Close to 12,000 runners took to Sydney’s streets on Sunday, 18 May to compete in the 23rd annual Sydney Morning

Herald Half Marathon.

Competitors were seen off by official event ambassador Stephanie Rice, who fired the starting gun for the 21.1km

event which wove its way from St Mary’s Cathedral and past some of Sydney’s most iconic landmarks including

the Royal Botanic Gardens, Harbour Bridge and Sydney Opera House.

Fairfax Events would like to extend their thanks to all our valued sponsors, supporters and volunteers for their

assistance in staging another successful Sydney Morning Herald Half Marathon.

3

Introduction &

Thanks

Image


“First half marathon in an

actual event, beat my PB

for the distance by 5

minutes. Thought it was

really well organised and

had a blast! Was amazed

by how many people

were out there, but what

a beautiful morning for it.

Congrats to all of you”

Chris Garey, May 19 at

2.59pm - Facebook


The Course

Commencing on College Street, adjacent to St Mary’s Cathedral the 21.1km Half Marathon course winds its way past

some of Sydney’s most iconic CBD landmarks. Heading across the Western Distributor and taking in some great views

across Darling Harbour the course enters into the leafy suburb of Pyrmont. At approximately the 7km mark relay runners

change over for runner 2 to complete the rest of the course. Completing a lap around Pyrmont before returning to the

CBD and heading towards the Harbour Bridge and onto the Cahill Expressway for the best view of the Sydney Opera

House. At approximately the 17km mark the course turns into the Royal Botanic Gardens before heading back onto

College Street and turning for the spectacular finish line in Hyde Park in front of the Archibald Fountain.

5


6

The Course - Relay

In 2013 The Sydney Morning Herald Half Marathon Relay was introduced to open the event up to participants who may

not be able to complete a Half Marathon distance but still wanted to participate in the event. The Relay component

consists of teams of two. Runner one completes the first 6.5km of the course before transitioning with runner two who

completes the final 14.5km.

The Relay provides the perfect stepping stone into Half Marathon running. It allows new participants to long distance

running an opportunity to experience the stunning Half Marathon course and hopefully encourage them to extend to the

full distance the following year.


7

02 Our Audience

Interstate Entrants

ACT

NSW

NT

Outside Au

QLD

Overseas Entrants

USA UK Netherlands Spain South Africa Switzerland

Singapore NZ Belgium Brazil Canada Finland

France Germany India Indonesia Ireland Italy

Malaysia Nepal Netherlands Norway Phillipines


8

Our Audience

Total Entrants: 11,757

Half Entrants. Starter, Finisher Comparison

Total Entrants 11,377

Total Female Entrants 4,767

Total Male Entrants 6,610

Total Finishers 9,323

Female Finishers 3,865

Male Finishers 5,458

Relay Entrants. Starter, Finisher Comparison

Total Entrants 380

Total Female Entrants 269

Total Male Entrants 111

Total Finishers 337

Female Finishers 244

Male Finishers 93

0

50

100

150

200

250

300

350

1

Top Suburbs

Bondi

Bondi Beach

Bondi Junction

Coogee

Darlinghurst

Manly

Maroubra

Mosman

Neutral Bay


9

Our Audience

Total Entrants: 11,757

0

500

1000

1500

2000

2500

3000

0-1

2

13

-15

16

-19

20

-29

30

-39

40

-49

50

-59

60

-69

70

-79

80

-89

Entries By Age Division

Male

Female


10

Our Audience

Male

58%

Female

42%

Half

Male

29%

Female

71%

Relay


03 Charity

The 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 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.

12


Overall Total

The overall total funds raised for 2014 was $576,387.

Online Fundraising Results

A total of 820 hero pages were created in this year’s event with 74% of these pages being active.

• 124 registered charities received donations

• The average raised per active hero page was $945

The top fundraising charities were:

• The Royal Hospital for Women Foundation

• Australian Cancer Research Foundation

• Black Dog Institute

• Make-A-Wish Australia

• Cancer Council NSW

Collectively these charities raised a total of $350,554.42.

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 602 entrants donated a total of $17,088.50 funds upon registering.

13

Charity

Half Marathon 2014 Fundraising Totals


14

Charity

Highest Fundraisers

Top 5 Individuals

Top 5 Teams


04 Partners

15


adidas were in there 2nd year of being a

major partner of The Sydney Morning Herald

Half Marathon for 2014

adidas used the Half Marathon once again

to continue to push their Boost shoe

messaging

Discounts were offered to runners pre event

with some great deals at the Expo

The Expo space was decked out with the

Official Merchandise. Along with a space for

MiCoach and Boost shoes. You knew you

were entering an adidas/Boost area as soon

as you entered the Expo with adidas

branding occupying the entrance hall to the

expo. A large wall as you walked down into

Lower Town Hall was also used to brand the

expo space

On event day adidas occupied a space

outside The Art Gallery of NSW and hit the

runners with a massive Boost by using a

gigantic 10 metre wide by 2 metre high

digital screen. The screen played adidas

ambassador messaging. The likes of Elysse

Perry, Harry Kewell, Caroline Wozniacki and

Beau Ryan were used to Boost the runners at

the 17.5 km and 19km mark

At the finish, runners were able to enjoy

some sweets, a juice and a massage at the

adidas champion finish which was open for

all participants to enjoy. The massages

certainly proved popular with long queues

at the peak finishing time

adidas

17


18


adidas

Logo Partners page Click Throughs: 25

Website footer Click Throughs: 124

Results page footer Click Throughs: 194

Web Banners

Website Web Banner

Date Added: 03/02/2014

Date Removed: 18/05/2014

Click Throughs: 107

Results Page Web Banner

Click Throughs: 117

20


adidas

eDM – 10 Weeks to Go adidas used their 10 Week to Go eDM to

promote their new range of Boost shoes

and offered runners a 20% discount off

running apparel

21


adidas

eDM – 5 Weeks to Go adidas used their 5 Weeks to Go eDM to

offer runners $20 off footwear and inform

runners of the BOOST technology

22


adidas

eDM – 2 Weeks to Go adidas used their 2 Week to Go eDM to

wish runners the best of luck, to inform

them of their finish line activation and to

also offer a $20 off voucher for adidas

footwear

23


adidas

Expo eDM adidas used their mention in the Expo

eDM to drive runners to try their Boost

shoes at the expo and ensure they were

invited to their finish area activation

24


adidas

Results eDM adidas used their results eDM mention to

encourage runners to like them on

Facebook and to follow them on

Instagram. They also promoted the $20

off adidas running footwear

25


adidas

Training Programs adidas provided runners with training

programs to suit beginners, intermediate

and advanced runners. These programs

are uploaded on to the event website

for runners to access.

26


adidas

Social posts adidas called out to the Half Marathon

Facebook followers with posts on Boost

and also pointing runners to the adidas

Official Training Program

27


28


adidas

Countdown Print Ad Appeared in The Sun-Herald on Sunday,

March 9 on page 57 within the Sport section

The Sun-Herald

Print Readership : 841,000*

Circulation: 264,434^

Source: *emma™, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Jan 2014

^ABC Audit, December 2013

29


adidas


April 13 on page 18

The Sun-Herald





30


adidas


May 4 on page 49

The Sun-Herald





31


adidas Race Bibs The adidas logo was positioned on all race

bibs for the Half Marathon

32


As well as selling official merchandise on the

event website through the entry process, the

expo at Lower Town Hall forms a major part

of Rebel’s event experience

Occupying nearly a quarter of the floor

space, this year the Rebel area also

included SKINS, GU, Fly Active and Yurbuds

On event day Rebel had the Official Event

Merchandise for sale at the Finish area

which also included a special Finishers tee

The Rebel Warm down area was also set up

for runners to use after finishing in order to

stretch and warm down. Virgin Active

Personal Trainers we available to assist with

the runners warm down

Also at the finish, Rebel CCB signage was

placed on the final corner after the finish line

as runners entered Hyde Park just before

they picked up their medal

Out on course their 100m mesh was placed

down on the corner at Mrs Macquarie's

Chair within the Botanical Gardens, again

offering great branding on that corner

Rebel

34





Rebel

Web Banners

Website Web Banner



Click Throughs: 40

Website Web Banner



Click Throughs: 43

36


Rebel

7 Weeks to Go eDM Rebel used their 7 Weeks to Go eDM to

drive runners into their online store for

everything they might need for their run

37


Rebel

1 Week to Go eDM Rebel used their 1 Weeks to Go eDM to

wish runners all the best in their run and

to ensure they knew they were able to

use the Rebel Warm down area at the

finish

38


Rebel Social posts The Half Marathon Facebook page was

used by Rebel to promote the Official

Merchandise range. Rebel also posted a

good luck message and image informing

runners of the Finishers Tee available for

purchase at the finish area in the Rebel

Retail marquee

39


Rebel


March 23 on page 18

The Sun-Herald





40


Gatorade Gatorade a long standing sponsor of the Half Marathon provided hydration at the event . Gatorade bring a lot of colour

to the event with their Orange branding. Their use of their 6x3 marquees at the drink stations can be seen from quite a

distance and let the runners know Gatorade hydration is coming up

There were 3 Gatorade drink stations on course:

Drink Station 2 – Darling Island Road

Drink Station 3 – Pirrama Road (Star City)

Drink Station 5 – Hyde Park Barracks

Along with the course drink stations there was the usual drink station at the finish area in Hyde Park, positioned just after

the Medal Gates as runners entered the park

42


Gatorade

Web Banners

Website Web Banner (Round 1)



Click Throughs: 22

Website Web Banner (Round 2)



Click Throughs: 12




44


Gatorade

2 Weeks to Go eDM Gatorade used their eDM mention to

communicate to runners the importance

of hydrating and how Gatorade can

assist with this

45


Gatorade


March 16 on page 57 within the Sport

section

The Sun-Herald





46


Virgin Active The 2014 Half Marathon was the 2nd year Virgin Active have partnered

with the event.

A large part of their presence at the event is at the expo. This year again

they occupied the space at Lower Town Hall just as runners enter the

expo. This is a great space for their staff to engage with the runners and

have runners jump on the InBody Trackers which measures your body

composition

On the day Virgin Active activate at the finish area giving out branded

bananas to runners just as they enter Hyde Park and just after they have

the chance to grab a drink after finishing

The bananas allow the runners that boost of energy and the association

with the Virgin Active Brand. The bananas are very popular with the

runners. 9000 bananas were handed out

48


Virgin Active

Partners Page Logo Click Throughs: 15

Web Banners

Website Web Banner



Click Throughs: 86

50


Virgin Active

3 Weeks to Go eDM What more could you want in a gym.

Virgin Active promoted the fact that their

gyms have sparkling pools, relaxing

saunas etc. Along with 200+ classes

51


Virgin Active Social posts Virgin Active were included on an expo post

and the bananas at the finish area were

pictured in the below post on the finish area

52


SKINS This year was the first for SKINS to be involved in the

Half Marathon. Much of their activity was pre event

and at the expo

The pre event marketing was concentrated around

educating the runners on compression. SKINS then

offered runners a 30% discount at the expo . Sales at

the expo were extremely strong

SKINS were positioned within the Rebel area and

retailed through Rebel. Viv and the Team were then

on hand to chat to the runners ensuring they were

choosing the right product and suitable size

The Half Marathon Facebook page also featured

heavily in the SKIN S campaign. SKINS also used the

event Facebook page and their own Facebook

page to recruit SKINS runners for the event

The expo also featured a SKINS promotion with

runners able to enter to win $800 worth of SKINS

It was great to have the SKINS team at the expo and

at the event

54


SKINS

Web Banners

Website Web Banner

Date Added:12/03/14


Click Throughs: 105

Results Page Web Banner


Click Throughs: 194




55


SKINS

10 Weeks to Go eDM SKINS educated the runners on wearing

SKINS compression and how it can assist

with muscle recovery

56


SKINS

Expo eDM SKINS promoted their 30% Off SKINS at the

expo

57


SKINS

Results eDM SKINS promoted their RY400 range to the

runners in the Results eDM. Did you know

you can even sleep in your SKINS!

58


SKINS

Facebook Promotion SKINS used their entries in a Facebook

promotion that included a free entry into the

Half Marathon and also an 8 week training

programme designed by Tri Athlete Matilda

Reynolds. Plus SKINS running gear

59


SKINS Social posts 15 pairs of SKINS tights were given away in a

Half Marathon Facebook promotion. To

enter, runners had to tell us in 25 words or

less why they love running

SKINS were also used in event Facebook

posts to entice runners to the expo informing

them of the 30% discount SKINS had on offer

60


SKINS


March 30 on page 57 within the Sport

section

The Sun-Herald





61


SKINS

SKINS Expo promotion $800 worth of SKINS product were given

away at the expo . Runners signed their

name and added their bib number to the

pictured running man for a chance to win

62


SEIKO SEIKO have a long standing association with the Half Marathon. 2014 was the start of a new 3 year agreement and

the first time SEIKO have changed their signage inventory to the SEIKO yellow. And what a difference. The yellow

really stood out everywhere it was used

SEIKO signage was increased on the 2 course clock towers as seen below giving SEIKO great brand presence on

course. The yellow signs also looked great and stood out in the finish chute and on the finish arch above the SEIKO

clocks. SEIKO signage was also on the lead vehicle

SEIKO were included in all event marketing including street flags

SEIKO watches were given to placegetters at the presentations on the day

Their professionalism and impeccable time keeping is as always much appreciated on the day

64


SEIKO

Web Banners

Website Web Banner



Click Throughs: 37




66


SEIKO

5 Weeks to Go eDM SEIKO used their 5 Weeks to Go eDM to

talk about their heritage and The Astron

Solar GPS watch

67


SEIKO


May 11 on page 18

The Sun-Herald





68


Sheraton on the Park Sheraton on the Park is the Official Hotel for the Half Marathon . This year we introduced a bigger presence on the event

website with a “Book Accommodation Now” button on the home page of the website. Sheraton on the Park also

developed a landing page for runners to then 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

Sheraton on the Park 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 was increased from previous years with 2 additional CCB signs in the finish chute for Starwood

Preferred Group along with 2 Wing Banners

70


Sheraton on the Park


Web Banners

Website Web Banner



Click Throughs: 114

71



7 Weeks to Go eDM Sheraton on the Park promoted their

accommodation offer in the 7 Weeks to

Go eDM

72



3 Weeks to Go eDM Sheraton on the Park promoted their

accommodation offer for event

weekend in the 3 Weeks to Go eDM.

73


Sheraton on the Park Social posts Sheraton on the Park posted twice to the

Half Marathon Facebook page promoting

their location to the event as well as their

facilities and price for race weekend

74




April 6 on page 57 within the Sport section

The Sun-Herald





75




April 20 on page 41 within the Sport section

The Sun-Herald





76


GU


Web Banners

Website Web Banner



Click Throughs: 41

77


GU

1 Week to Go eDM Promoted how Gu can assist with energy

during the event and how to use it

78


Constant


Web Banners

Website Web Banner



Click Throughs: 30

79


80 80


Media Back Drop Media back drop The following sponsor logos appeared on

the Media back drop:

- adidas

- Rebel

- Gatorade

- SKINS

- SEIKO

The media back drop was at the expo at

Lower Town Hall for the Friday and Saturday

the expo was open. It was then moved to

Hyde Park for the presentation ceremony on

event day

81


82

Half Marathon eDM

eDM Footer adidas, SEIKO, Rebel, Gatorade and SKINS

logo appeared on the footer of all Half

Marathon eDM’s


05 Merchandise The 2014 Sydney Morning Herald Half Marathon sales were up on 2013 sales and

saw the introduction of the first event Finisher Tee.

This year showed a 132% increase in official merchandise sales at the expo and

on race day combined and an overall 15% increase in merchandise sales for the

event.

In addition to the official merchandise range, all staff sported the new staff

uniforms for the second time this year.

83


This year we had two different colours

of the men’s singlet, night blue with

solar blue stripes and solar blue with

night blue stripes.

This year we had one singlet option for

the women’s fitted tank in vivid pink.

84

Merchandise


The rest of the men’s official merchandise range included a solar blue tee with night blue stripes and a night blue

long sleeve top with solar blue stripes.

The official women’s range also included a vivid pink tee with carbon stripes and a carbon long sleeve tee with

vivid pink stripes.

85

Merchandise

The Sydney Morning Herald Half marathon saw the introduction of the first official event finisher tee. The men’s tee was zest

with night blue stripes and the women’s tee was ultra glow with carbon stripes.


86

Merchandise

All event staff wore their official Fairfax Events uniforms which were very effective in recognising all onsite staff. The bright

yellow volunteer and blue event crew shirts were very effective and easily recognised on site.

This year the Herald Harriers singlets tied in very well with the official event merchandise. The men’s singlet was solar blue with

night blue stripes and the women’s singlet was vivid pink with carbon stripes.

Volunteer, Marshall and Event Crew Tee’s

Herald Harrier Singlets


87

Merchandise 2014 Merchandise Statistics


06 Expo The event Expo for The Sydney Morning Herald Half Marathon returned to

Lower Town Hall for the third year in 2014.

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: Lower Town Hall, Druitt Street, Sydney, NSW 2000

Attendance: 9,000+ Half Marathon participants across the two days.

88


Layout and Details

Trading Hours:

Friday, May 16 - 8am until 7pm

Saturday, May 17 - 9am until 5pm

Bump In:

Thursday, March 15

Expo Stands:

All stands included walls, lighting (2x spotlights), power (1x10apm) and signage.

Cost:

Prices started at $2,500+GST for a 3x3m stand

89


Exhibitors

90


91

Exhibitors


92

Website


93

Expo eDM


94

Expo Social Media


95

Image Image

Expo Brochure


99


100

Total Numbers Friday: 5,927

Saturday: 3,207

Total: 9,134

0 100

200 300 400

500 600

700

800

900

0 100

200 300

400 500 600

700 800 900

Friday, May 16

Saturday, May 17


07 Marketing

101

Overview

The marketing strategy focused on communicating the event proposition,

“Australia’s largest and most prestigious Half Marathon”, as well as the Relay

component, with a key focus put on increasing entries in line with the new

course capacity.

To achieve this, strong and consistent messaging was developed across an

integrated marketing campaign spanning radio, online, outdoor and social

media with press marketing communication concentrated in The Sydney

Morning Herald and eDM communications to the Fairfax Events sporting

database of 195,000.

Objectives

Strong and consistent marketing across all mediums

Communicate “Australia’s largest and most prestigious Half Marathon”

Communicate the Relay component

Leverage The Sydney Morning Herald brand

Utilise Social Networking channels

Drive fundraising to over $1 million

Delivery

Strong and consistent marketing across all mediums

National reach through media partners, Fairfax Network and social media

Leveraging Everyday Hero and Realbuzz’s charity networks and fundraising

initiatives


102

Campaign Marketing Campaign

The SMH Half Marathon marketing campaign was executed in

the following stages:

Gold Charities expressions of interest

Head Start entry for previous entrants

Campaign launch

Special launch entries now open

Launch entries closing

Early bird entries and fundraising

Standard entries and fundraising

Final entries, fundraising and event Expo

Thank you and post-event wrap-up

Press Advertising

The Sydney Morning Herald

smh.com.au

The Age

Australian Financial Review

PR

eDM’s

Online tiles

Social media

Third party databases


103

Image


104

Press Tue 25th Mar

Value:


105

Press


106

Press


107

Press


108

Event Guide 1 4 page wrap on the Tuesday edition of The Sydney Morning

Herald

Readership:

Value:


109

Event Guide 2 4 page wrap on the Saturdays edition of The Sydney Morning

Herald – 5/4/14

Readership:

Value:


110

Event Wrap


111

Countdown Advertising


112



113



114

Press Schedule

Date Campaign Section Size Value

3-Feb-14 Half Marathon Launch EGN 1/4 page strip $17,688.00

8-Feb-14 Half Marathon EGN Large strip broadsheet $32,177.20

9-Feb-14 Shop Sunday Traveller Half Page H $23,168

12-Feb-14 Half Marathon Sports 1/4 page strip 10,577.16

22-Feb-14 Half Marathon Sport 1/4 page strip 10,577.16

23-Feb-14 Half Marathon TV Guide 1/4 page strip $11,585.12

23-Feb-14 Half Marathon Unwind Classified T24 7646.32

24-Feb-14 Half Marathon The Guide 1/4 page strip $7,646.32

1-Mar-14 Half Marathon Traveller T4PAN 22938.96

2-Mar-14 Half Marathon Sunday Traveller 1/4 page strip $7,646.32

3-Mar-14 Half Marathon The Guide 1/2 page H $15,292.64

8-Mar-14 Half Marathon Sport 1/4 page strip $9,615.60

9-Mar-14 Half Marathon Sports 1/4 page strip 10,577.16

9-Mar-14 Half Marathon Sports T64 (280x260mm) 22938.96

9-Mar-14 Half Marathon TV Guide 1/4 page strip $11,585.12

10-Mar-14 Half Marathon Wrap of EGN Full page 30,585.28

10-Mar-14 Half Marathon Wrap of EGN DPS 61170.56

10-Mar-14 Half Marathon Wrap of EGN Full page 30,585.28

10-Mar-14 Half Marathon The Guide 1/4 page strip $7,646.32

16-Mar-14 Half Marathon Gatorade Sports 1/4 page strip 10,577.16

16-Mar-14 Half Marathon Marketing Sports T64 22938.96

23-Mar-14 Half Marathon Rebel Unwind 1/4 page strip 7646.32

23-Mar-14 Half Marathon marketing Unwind T64 22938.96

23-Mar-14 Half Marathon Traveller HPH 25,487.26

25-Mar-14 Events Front Page mini strip 7646.32

26-Mar-14 Half Marathon/City2South Sports 1/4 page strip 10,577.16


115

Press Schedule Date Campaign Section Size Value



29-Mar-14 Half Marathon Classifieds Full page 30,585.28

30-Mar-14 Half Marathon countdown

SKINS Sports 1/4 page strip 10,577.16

30-Mar-14 Half Marathon marketing Sports T64 22938.56

30-Mar-14 Half Marathon Entertainment T84 30,585.28

31-Mar-14 Half Marathon The Guide 1/4 page strip 8,410.95

3-Apr-14 Half Marathon/City2south EGN 1/4 page strip 19,456.80

3-Apr-14 Half Marathon Sports 1/4 page strip 10,577.16


4-Apr-14 Half Marathon Blue Mountain Feature T84 30,585.28

4-Apr-14 Half Marathon Entertainment T84 30,585.28

5-Apr-14 Half Marathon Traveller 1/4 page strip 10,577.16

5-Apr-14 Half Marathon insert News Review Full page 30,585.28

5-Apr-14 Half Marathon insert News Review T8Pan 30,585.28

5-Apr-14 Half Marathon insert News Review Full Page 30,585.28

5-Apr-14 Half Marathon Entertainment T84 30,585.28

6-Apr-14 Half Marathon Coundown

Sheraton Sports 1/4 page strip 10,577.16

6-Apr-14 Half Marathon countdown Sports T64 22938.56

6-Apr-14 Half Marathon TV Guide Full Page $17,688

7-Apr-14 Half Marathon The Guide Full Page 33,646.81


9-Apr-14 Half Marathon Bus 1/4 page strip $17,688

12-Apr-14 My Benefits EGN 1/4 page strip $9,615.60

13-Apr-14 Half Marathon countdown Unwind 1/4 page strip 7646.32

13-Apr-14 Half Marathon countdown Unwind T64 22938.56

14-Apr-14 Half Marathon Pulse 1/4 page strip $8,410.95

14-Apr-14 Syndication Bus Full Page $42,308.64

16-Apr-14 Half Marathon Sports 1/4 page strip $17,688

20-Apr-14 Half Marathon countdown Sports 1/4 page Strip 10,577.16

20-Apr-14 Half Marathon countdown Sports T64 22938.56


116

Press Schedule Date Campaign Section Size Value

20-Apr-14 Half Marathon TV Guide FP 30,585.28


21-Apr-14 Half Marathon The Guide 1/2 page H $15,292.64


25-Apr-14 Half Marathon Shortlist HPH 15292.64

27-Apr-14 Half Marathon countdown Unwind Full page 30,585.28

27-Apr-14 Half Marathon Traveller Full page 30,585.28

27-Apr-14 Half Marathon Sports HPH $21,154.32


29-Apr-14 Half Marathon EGN 1/4 page strip $17,688


3-May-14 Half Marathon Drive Full page 30,585.28

4-May-14 Half Marathon countdown Sports 1/4 page strip 10,577.16

4-May-14 Half Marathon countdown Sports T64 22938.56

4-May-14 Half Marathon TV Guide 1/4 page strip $8,410.95

4-May-14 Half Marathon Entertainment T84 30,585.28

5-May-14 Half Marathon The Guide Full Page $33,646.81

6-May-14 Half Marathon Sports 1/4 page strip 10,577.16


8-May-14 Half Marathon Bus HPH 15292.64

10-May-14 Half Marathon Sport HPH $9,615.60

11-May-14 Half Marathon countdown Unwind 1/4 page Strip 7956.28

11-May-14 Half Marathon countdown Unwind T64 22938.56

11-May-14 Half Marathon Sunday Life NSW HPH 15292.64

11-May-14 Half Marathon Sunday Life VIC HPH 15292.64

12-May-14 Half Marathon EGN 1/4 page strip $17,688.00

12-May-14 Half Marathon The Guide 1/2 page H $15,292.64

14-May-14 Half Marathon Sports 1/4 page strip $17,688.00

15-May-14 Half Marathon EGN 1/4 page strip $17,688.00


16-May-14 Half Marathon Shortlist 1/4 page strip $7,646.32

17-May-14 Half Marathon Review 1/4 page strip $9,615.60

TOTAL 776,532.33


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Image


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Online WEEKS TO GO – EDM

NUMBER

SEND DATE MAILING

LIST TOTAL

TOTAL OPEN

RATE

TOTAL OPEN % TOTAL CLICK

THROUGHS

TOTAL CLICK THROUGH

%

7 weeks 30/03/2014 7489 10336 138.02 1928 19.7

Rebel 51

Sheraton 61

Training Plans 1423

Smoothie 393

5 weeks 13/04/2014 7817 9502 121.56 2116 21.6

adidas 125

SEIKO 144

Course details 1683

City2Surf 52

3 weeks to go 27/04/2014 8451 10076 119.23 275 2.8

Team marquees 47

Virgin Active 43

Sheraton 34


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NUMBER

SEND DATE MAILING LIST

TOTAL

TOTAL OPEN

RATE

TOTAL OPEN

%

TOTAL CLICK

THROUGHS

TOTAL CLICK THROUGH

%

2 weeks to go 4/05/2014 10470 12794 122.20 1008 7.7

adidas 108

Gatorade 92

Sheraton 44

Merchandise 406

1 week to go 11/05/2014 10915 14663 134.34 1336 9.7

Rebel 167

Gu Energy 259

Cool Yule 208

Merchandise 518

Party Starters 68

Expo Solus 14/05/2014 11544 15829 137.12 314 2.3

adidas 67

SKINS 104

Expo 135


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NUMBER

SEND DATE MAILING LIST

TOTAL

TOTAL OPEN

RATE

TOTAL

OPEN %

TOTAL CLICK

THROUGHS

TOTAL CLICK THROUGH

%

IMPORTANT INFORMATION -

General 15/05/2014 11158 20296 181.90% 4571 27.6

IMPORTANT

INFORMATION - Relay 15/05/2014 722 1599 221.47% 370 31.2

Results/Congrats 18/05/2014 9374 13341 142.32% 4054 24.2

adidas 34

SKINS 61

Sheraton 16

Marathon Photos 1039


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Countdown eDM’s

10 Weeks to Go


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Data pulled from April 18 – May 31 Total Likes: 8,412

Overall Performance:

• The Sydney Half Marathon Facebook

campaign has now finished having

recorded 2.2 million impressions and 13,501

clicks resulting in a CTR of 0.63%.

• The campaign has also generated 4,131

website clicks, resulting in a cost per website

click of $1.21 and also prompted 462 page

likes.

Audience Type:

• Most Cost Efficient: The Generic finished the

campaign as the most cost efficient with a

CPWC of $1.07. The Friends of Fans segment

followed with a CPWC of $1.31.

• Most Response: The Generic audience

segment also recorded the greatest

response with 1,835 website clicks and 185

page likes. Again the Friends of Fans

segment follows with 1,504 website clicks

and 274 page likes.

• Highest Engagement: The Fans segment

recorded the strongest engagement with a

CTR of 0.84%, Friends of Fans followed with a

CTR of 0.61%.

Social Media


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Promoted Page Posts:

• The 'SKINS Competition' post was live for

a little over two weeks. During this

period the post generated 1,065

website clicks at a CPWC of $1.25 and

also prompted 101 page likes.

• The 'Last Chance' post was live for two

days and generated 153 website clicks

at a CPWC of $1.54 and also prompted

23 page likes.

Key Observations and Recommendations:

• The 'SKINS Competition' which gave

people the chance to win a pair of

compression tights post performed

exceptionally well, generating the

largest amount of website clicks of all six

posts.

• Similar to pervious campaigns we saw a

dramatic increase in organic page likes

in the days leading up the event.

• The pace of delivery was fairly stable for

the duration of the campaign. This is

unusual given that in previous

campaigns, activity has typically

decreased as the campaigns

progressed. This may be due to the fact

that for this campaign we have

refreshed posts roughly every 2-3

weeks, giving the post enough time to

gain traction, but not too long that they

become tired. For future campaigns we

recommend scheduling posts so as to

have a refresh every 2-3 weeks.

Social Media


125

TOP 3 POSTS

Social Media


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Runners Guide


128


129


130


131

Relay Runners Guide


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133


134


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Image


08 Website

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137

Website

Overview of Visit Statistics

Top Pages Viewed

Statistics gathered from

May 16, 2014 to May 16, 2014


138

Website

Sessions by Device

Visits Overview


139

Website

Engagement Statistics

New Visitors

Vs

Returning Visitors


09 Signage

Sponsor CCB'S Wing Banners

Sydney Morning Herald 8 8

adidas 30 6

Rebel 18 6

Gatorade 6 0

SKINS 4 2

Virgin Active 2 2

ORIX 4 2

SEIKO 6 2

Starwood 2 2

Sheraton 2 0

2UE 2 0

140


Finish Cute

Sponsor CCB'S Wing Banners

Sydney Morning Herald 8 8

adidas 30 6

Rebel 18 6

Gatorade 6 0

SKINS 4 2

Virgin Active 2 2

ORIX 4 2

SEIKO 6 2

Starwood 2 2

Sheraton 2 0

2UE 2 0

141


144 flags encircled Hyde Park North and continued up Macquarie Street

for three weeks in 2014.

Adidas had 44 flags with Rebel, Skins, Gatorade and Seiko having 25 flags

each.

The creative remained the same across all flags to ensure maximum visual

impact.

Street Flags

142


10 Registrations

Launch

Open - Feb 14

Earlybird

Feb 15 – April 4

Standard

April 5- April 30

Late

May 1 - close

Adult $90 $110 $120

Child (12 - 16) $70 $75 $85

Relay Team of 2 $120 $125 $135

Pricing Structure

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144

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 over 7% of participants purchasing this.

Expo SMS

With over 11,000 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 Niomi, your 2014 SMH Half Marathon race no. is 4706. Please collect your race bib this Friday 8-7 and Sat 9-5, Lower Town Hall, Druitt St

Event Day Results SMS

The event day results SMS was available for purchase again in 2014 with just over 32% opting to purchase this in the registration process. On event day as participants crossed the finish line they received the following text message;

“Congratulations Liam on finishing the 2014 Sydney Morning Herald Half Marathon in a time of 02:09:48 Keep training for city2surf.com.au”

Technology Innovations


145

Your Team $250 $500 $1000

Competing for the

Perpetual Corporate

Trophy

x x x

Team set-up and pay

later function x x x

PR opportunities

(editorial discretion) x x x

Prize for the highest

fundraising team x x x

Opportunity for

product based

companies to include

item in event goodie

bags

x x x

Start group capacity

and widget x x x

Team eDM (electronic

direct mail) x x x

Team posters for

internal promotion x x

Fundraising set-up and

support x x

Direct contact with

Your Team program

manager

x

Direct contact with

team trophy supplier x

Direct contact with

uniform supplier x

Internal corporate team

briefing x

Corporate Teams & Hospitality The Your Team program (previously called the Corporate Team Program) is designed to provide registration assistance to team managers, as well as offering the opportunity to organise a post event retreat for fellow team mates within the finish area. Your Team Registrations 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. Standard – 10 purchased Platinum – 1 purchased


146

Image


11 Hospitality

Image

147


148

VIP Race Breakfast

The Official VIP Race Breakfast 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 6:30am-11am, catering for approx 60 people. The party was held in within the finish recovery area, Hyde Park, and 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. Guests were provided with a selection of code breakfast and brunch items, ranging from breakfast wraps, banana breads and little sweat treats. Columbian Coffee Connection again joined us as our Coffee sponsor and we look forward to welcoming them back in 2015.


149


150


151

Food Stall Holders Each year, a selection of food stalls is invited to attend for retail opportunities within the finish precinct. The stalls serviced spectators, participants and the general public. This year, we had 2 stallholders which are listed below: Columbian Coffee Connection (Coffee) Popes Free Range Eggs (Bacon and Egg Rolls)


152

Goodie Bags

Supplier Item

Gatorade 350ml Gatorade bottles

SEIKO Flyers

Sheraton on the Park Spa Slippers

Virgin Active Flyers

Virgin Active Dyna Resistance Band

SKINS Wrist Sweat bands

Batiste Sample

Dencorub Sample

Vital Health Foods Sample

H2 Coco Coconut Water Sample + attached recipe

Take 5 Energize Heat pack

Carmans Kitchen Protein Bar

Carmans Kitchen Nut Bar

All sponsors were approached to provide items as part of the goodie bags. In addition to sponsors, the invitation was extended to a database of companies that also provide samples to be included in the bags. Each of the below companies provided 100 of each item which allowed each person to leave with an assortment of fantastic products. The bags were then distributed at the VIP Race Breakfast. This year in addition to the VIP bags, sponsors were approached to provide an additional 8000 items which were packed into the Sydney Morning Herald Half Marathon Expo newspaper bags. We had an overwhelming response, with some of the above companies providing stock.


12 Winners Results

Top 10 Males

Place First Name Surname Net Time

1 Michael Shelley 1:03:17

2 Liam Adams 1:05:11

3 Ben Moreau 1:05:28

4 Stephen Dinneen 1:06:26

5 Martin Dent 1:06:33

6 David Criniti 1:08:17

7 Matthew Cox 1:08:19

8 Alastair Stevenson 1:09:51

9 Vlad Shatrov 1:09:58

10 Chadi El Ashkar 1:11:02

Half Marathon

Place First Name Surname Net Time

1 Nikki Chapple 1:11:24

2 Belinda Martin 1:16:39

3 Cassandra Fien 1:16:57

4 Clare Geraghty 1:17:43

5 Milly Clark 1:18:06

6 Stephanie Auston 1:18:40

7 Julia Degan 1:21:19

8 Fleur Flanery 1:21:59

9 Rachel Glasson 1:22:25

10 Laura James 1:22:29

Top 10 Females

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154

Winners Results

Half Marathon Relay

Place Team Name Net Time

1 Team Peters-Hacio 1:13:34

2 Team Bailey-Hanna 1:19:04

3 Team Latham-Latham 1:22:39

4 Team Boyd-Boyd 1:25:38

5 Team Brothers-Budd 1:30:51

6 Team Turnbull-Crothers 1:31:47

7 Team Rooney-Johnston 1:33:08

8 Team Van Setten-Soares 1:33:12

9 Team Chong-Bennett 1:34:58

10 Team Dietzold-Wesarg 1:36:03


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Finish Times

0

100

200

300

7:4

8

7:5

8

8:0

6

8:1

4

8:2

2

8:3

0

8:3

8

8:4

6

8:5

4

9:0

2

9:1

0

9:1

8

9:2

6

9:3

4

9:4

2

9:5

0

9:5

8

10

:06

Finish Times


Fairfax Events

1 Darling Island Road, Pyrmont NSW 2009 Australia

www.smhhalfmarathon.com.au

[email protected]

half marathon 2014 event report

Documents

half marathon distance

half marathon course

stunning half marathon

course relay

beautiful morning

sydney opera house

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course commencing