Sharing the joy of staying active in winter.

Strategy:

Starting six months out, Cassette devises an annual PR strategy for Run Melbourne with a series of milestones aimed to excite and ultimately drive Melburnians of all levels of fitness to sign up for the event.

The key messages are many to ensure appeal to a wide audience: from showcasing the benefits of staying active, to training tips, to shining a light on how to fundraise for important causes, and profiling participants with unique stories.

Announcing a group of passionate, high-profile (and unpaid) Melburnians as Run Melbourne ambassadors at a memorable and active launch event each year has also proved important to bolster both traditional and social media.

Success:

Long relationships tend to be a testament to success and our enduring relationship with Sole Motive demonstrates both our performance and passion for Run Melbourne.

The 2020/21 events went virtual, but 2019 saw over 500 editorial placements (up 39 percent from the year prior), generated by Cassette across broadcast, print, online and social media. Our ambassadors have been amazing, and assisted in delivering plenty of additional news and lifestyle media opportunities. We have our runners at the ready for Run Melbourne 2022.