The Brief

Launch a new half-marathon in association with Hackney Council

The Solution

Create a first class brand identity to appeal to Hackney’s creative community and deliver targeted multi-channel outreach

Go2 engaged Captive Minds to help them launch their first new half-marathon, Run Hackney, in association with Hackney Council.

Captive Minds was tasked with delivering the volume of sales required to create a great atmosphere and a successful inaugural event. We also had to balance Hackney Council’s requirements and the desire to attract a potential title sponsor.

With Hackney being one of London’s creative hubs, we felt that a strong brand identity needed to be produced which would reflect the aspirations of our core audience. We believed it was important we gave the race personality, in effect helping the local community express itself through a major sporting event.

Captive Minds’ partnership with Ocean Outdoor provided the opportunity for this brand identity to used to full effect. Captive Minds also developed Run Hackney’s web presence. Our campaign was focused on highly targeted outreach through social media, digital media buying, press and partners like Cancer Research.

Results

Ticket Sales:

  • Over 12,000 tickets sold in 14 weeks in Run Hackney’s inaugural year, making it one of the fastest-growing half-marathons in the UK.

Title Sponsorship:

  • Run Hackney becomes part of the Vitality Run series launched by Jessica Ennis-Hill.

Testimonial

“So far, the entry numbers and profile of the race have exceeded our expectations for year one, and we’re hugely grateful to Hackney Borough Council for their support and ambition in creating an event that will become a real highlight in the UK running calendar. Also, significant thanks must go to Captive Minds for helping us deliver a fantastically successful marketing campaign from scratch.”
Jamie Warren, Head of Marketing and Commercial at Go2

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