half marathon 2014 event report
DESCRIPTION
ÂTRANSCRIPT
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Event Report 2014
Image
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
“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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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.
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
10
Our Audience
Male
58%
Female
42%
Half
Male
29%
Female
71%
Relay
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
14
Charity
Highest Fundraisers
Top 5 Individuals
Top 5 Teams
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
04 Partners
15
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
18
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
28
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
adidas
Countdown Print Ad Appeared in The Sun-Herald on Sunday,
April 13 on page 18
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
30
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
adidas
Countdown Print Ad Appeared in The Sun-Herald on Sunday,
May 4 on page 49
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
31
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
adidas Race Bibs The adidas logo was positioned on all race
bibs for the Half Marathon
32
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Logo Partners page Click Throughs: 21
Website footer Click Throughs: 57
Results page footer Click Throughs: 284
Rebel
Web Banners
Website Web Banner
Date Added: 03/02/14
Date Removed: 12/02/14
Click Throughs: 40
Website Web Banner
Date Added: 06/04/14
Date Removed: 29/04/14
Click Throughs: 43
36
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Rebel
Countdown Print Ad Appeared in The Sun-Herald on Sunday,
March 23 on page 18
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
40
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Gatorade
Web Banners
Website Web Banner (Round 1)
Date Added: 10/02/14
Date Removed: 13/03/14
Click Throughs: 22
Website Web Banner (Round 2)
Date Added: 06/04/14
Date Removed: 29/04/14
Click Throughs: 12
Logo Partners page Click Throughs: 17
Website footer Click Throughs: 50
Results page footer Click Throughs: 127
44
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Gatorade
Countdown Print Ad Appeared in The Sun-Herald on Sunday,
March 16 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
46
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Virgin Active
Partners Page Logo Click Throughs: 15
Web Banners
Website Web Banner
Date Added: 28/04/14
Date Removed: 18/05/14
Click Throughs: 86
50
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
SKINS
Web Banners
Website Web Banner
Date Added:12/03/14
Date Removed: 05/04/14
Click Throughs: 105
Results Page Web Banner
Date Added: 17/05/14
Click Throughs: 194
Logo Partners page Click Throughs: 19
Website footer Click Throughs: 64
Results page footer Click Throughs: 197
55
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
SKINS
10 Weeks to Go eDM SKINS educated the runners on wearing
SKINS compression and how it can assist
with muscle recovery
56
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
SKINS
Expo eDM SKINS promoted their 30% Off SKINS at the
expo
57
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
SKINS
Countdown Print Ad Appeared in The Sun-Herald on Sunday,
March 30 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
61
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
SEIKO
Web Banners
Website Web Banner
Date Added: 06/04/14
Date Removed: 04/05/14
Click Throughs: 37
Logo Partners page Click Throughs: 12
Website footer Click Throughs: 51
Results page footer Click Throughs: 46
66
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
SEIKO
Countdown Print Ad Appeared in The Sun-Herald on Sunday,
May 11 on page 18
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
68
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Sheraton on the Park
Partners Page Logo Click Throughs: 18
Web Banners
Website Web Banner
Date Added: 21/04/14
Date Removed: 18/05/14
Click Throughs: 114
71
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Sheraton on the Park
7 Weeks to Go eDM Sheraton on the Park promoted their
accommodation offer in the 7 Weeks to
Go eDM
72
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Sheraton on the Park
3 Weeks to Go eDM Sheraton on the Park promoted their
accommodation offer for event
weekend in the 3 Weeks to Go eDM.
73
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Sheraton on the Park
Countdown Print Ad Appeared in The Sun-Herald on Sunday,
April 6 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
75
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Sheraton on the Park
Countdown Print Ad Appeared in The Sun-Herald on Sunday,
April 20 on page 41 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
76
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
GU
Partners Page Logo Click Throughs: 18
Web Banners
Website Web Banner
Date Added: 04/05/14
Date Removed: 12/05/14
Click Throughs: 41
77
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
GU
1 Week to Go eDM Promoted how Gu can assist with energy
during the event and how to use it
78
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Constant
Partners Page Logo Click Throughs: 5
Web Banners
Website Web Banner
Date Added: 04/05/14
Date Removed: 18/05/14
Click Throughs: 30
79
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
80 80
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
82
Half Marathon eDM
eDM Footer adidas, SEIKO, Rebel, Gatorade and SKINS
logo appeared on the footer of all Half
Marathon eDM’s
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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.
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
87
Merchandise 2014 Merchandise Statistics
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Exhibitors
90
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
91
Exhibitors
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
92
Website
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
93
Expo eDM
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
94
Expo Social Media
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
95
Image Image
Expo Brochure
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
99
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
103
Image
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
104
Press Tue 25th Mar
Value:
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
105
Press
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
106
Press
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
107
Press
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
108
Event Guide 1 4 page wrap on the Tuesday edition of The Sydney Morning
Herald
Readership:
Value:
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
109
Event Guide 2 4 page wrap on the Saturdays edition of The Sydney Morning
Herald – 5/4/14
Readership:
Value:
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
110
Event Wrap
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
111
Countdown Advertising
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
112
Countdown Advertising
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
113
Countdown Advertising
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
115
Press Schedule Date Campaign Section Size Value
26-Mar-14 Half Marathon/City2South Sports 1/4 page strip 10,577.16
28-Mar-14 Half Marathon/City2South Sports 1/4 page strip 10,577.16
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 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
8-Apr-14 Half Marathon Sports 1/4 page strip 10,577.16
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
116
Press Schedule Date Campaign Section Size Value
20-Apr-14 Half Marathon TV Guide FP 30,585.28
21-Apr-14 Half Marathon Sports 1/4 page strip 10,577.16
21-Apr-14 Half Marathon The Guide 1/2 page H $15,292.64
23-Apr-14 Half Marathon Sports 1/4 page strip 10,577.16
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
28-Apr-14 Half Marathon Sports 1/4 page strip 10,577.16
29-Apr-14 Half Marathon EGN 1/4 page strip $17,688
30-Apr-14 Half Marathon Sports 1/4 page strip 10,577.16
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
7-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
15-May-14 Half Marathon Sports 1/4 page strip 10,577.16
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
117
Image
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
118
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
119
Online WEEKS TO GO – EDM
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
120
Online WEEKS TO GO – EDM
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
121
Countdown eDM’s
10 Weeks to Go
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
122
Image
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
123
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
124
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
125
TOP 3 POSTS
Social Media
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
127
Runners Guide
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
128
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
129
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
130
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
131
Relay Runners Guide
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
132
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
133
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
134
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
135
Image
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
08 Website
136
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
137
Website
Overview of Visit Statistics
Top Pages Viewed
Statistics gathered from
May 16, 2014 to May 16, 2014
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
138
Website
Sessions by Device
Visits Overview
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
139
Website
Engagement Statistics
New Visitors
Vs
Returning Visitors
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
143
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
146
Image
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
11 Hospitality
Image
147
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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.
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
149
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
150
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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)
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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.
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
153
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
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
Fairfax Events I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
155
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 I The Sydney Morning Herald Half Marathon Sunday, May 18, 2014
Fairfax Events
1 Darling Island Road, Pyrmont NSW 2009 Australia
www.smhhalfmarathon.com.au