Sharing the joy of staying active in winter.

Sole Motive

Disciplines

+ Communications strategy
+ Media engagement
+ Ambassador program

Opportunity:

How do you encourage Melburnians to work out during winter and reap the rewards? Partner with sports event specialist, Sole Motive, and celebrate the many joys of participating in the city’s biggest running festival, Run Melbourne.

That’s how we’ve done it.

Since 2016, Cassette has been engaged to help raise awareness and drive registrations for Run Melbourne’s 5km, 10km and half marathon via two avenues: securing high levels of media coverage and appointing influential event ambassadors.

Disciplines

+ Communications strategy
+ Media engagement
+ Ambassador program

Every year since 2016, we’ve loved partnering with Sole Motive to get Melburnians on their feet in the middle of 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.

Our enduring client relationship is a testament to our performance and passion for Run Melbourne.

Key to the success of each campaign has been securing a suite of ambassadors to assist in delivering additional news and lifestyle media opportunities.

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.