ctfr event report 2015

Fairfax Events I CTFR SEPT 6 2015

CTFR Event Report 2015

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Contents 00

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01 Introduction & Thanks

02 Our Audience

03 Charity

04 Sponsors

05 Merchandise

06 Marketing Strategy

07 Media Partners

08 Registrations

09 Hospitality

10 Winner Results

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Introduction &

Thanks

LOCALS DOMINATE AS THOUSANDS CELEBRATE FATHERS DAY WITH KY HURST AT 40TH CANBERRA TIMES FUN RUN Over 4,000 enthusiastic runners participated in the 40th annual Canberra Times Fun Run presented by Westpac, the fourth event in the new Run Out Loud Fitness and Music Series, raising almost $80,000 for more than 300 charities around Australia. In 2015, the Canberra Times Fun Run kicked things up a gear with participants treated to a musical journey through the ages with live music and entertainment every step of the picturesque course around Lake Burley Griffin and the Parliamentary Triangle. International DJ and Run Out Loud series headline act Hot Dub Time Machine was joined on course by DJs and local acts including DJ Jake Raven and the Canberra City Band. An exceptional field of six athletes tightly contested the 14km elite wheelchair category with Nathenial Arkley from Adelaide taking out first place in an impressive 31:38. Local boy Jake Lappin took out second in 31:42 and Paralympian Richard Colman came in third in 31:47. Local Rowan Walker crossed the finish line first in the mens 14km event in a time of 45:13, almost 4 minutes in front of fellow locals Nick Walshe and Warren Wood who finished in times of 48:52 and 49:57 respectively. The first female 14km finisher was local running champion Kelly-Ann Varey who won the Ultra Marathon in Canberra back in April. She blitzed the field today, crossing the line in just 50:53. Second and third was Claire Ashworth from Yarralumla and Rachel Glasson from Lake Albert who followed with times of 53:40 and 54:47. In the shorter 10km course the mens field was taken out by Bradley Croker from Casey in a time of 30:47. Closely behind in second and third place was James Barker and Adam Rudgley with times of 32:25 and 32:42 respectively. Lissy Duncan from Bruce was the first female across the line in the 10km event with a time of 33:56. In second place was Fleur Flanery from Yass with a time of 37:10 followed closely by Emma Ballantyne from Wagga Wagga who finished in 37:41. The first male across the line in the 5km fun run was local Timothy Lefroy in just 15:20. Yosef Gemechu from Florey followed with a time of with 16:34 and Travis Ey from Weston coming in at third in 16:55. Keely Small from Curtin took out first in the womens 5km with a time of 17:57 with Michelle Storta from Bonner and Elizabeth Humphries from Dickson taking out second and third with times of 18:27 and 18:58 respectively. The Run Out Loud Fitness and Music event encouraged participants to leave their headphones at home and experience the amazing atmosphere of the refreshed course around Canberra. Head of Sport at Fairfax Events, Chris Secker said: The Canberra Times Fun Run has a rich history and were thrilled so many participants in Canberra were able to experience the fresh on-course musical entertainment and celebrate a great Fathers Day. A huge thank you to all our volunteers and congratulations to everyone who participated today, especially all the dads, we cant wait to see you all again next year.


The Course 14km

This year Internationally renowned DJ, Hot Time Machine pumped up participants at the 14km and 10km start line with music through the eras backed up with a visual show. Starting on Yamba Drive in Phillip, the 14km race heads along Yarra Glen onto Adelaide Avenue. Runners then veer left onto State Circle completely a half loop of the circle before exiting onto Kings Avenue, turning left onto Queen Victoria Terrace, runners turn left again onto Federation Mall East where they head up and around Parliament House, down Federation Mall East and onto King George Terrace. Once Runners reach Kings Avenue they turn left onto Kings Avenue, head over the bridge and finish on the bottom of Rond Terrace next to the beautiful Lake Burley Griffin.

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The Course 10km

The 10km Fun Run weaves its way through the picturesque streets of Canberra. Starting at Yamba Drive in Phillip, participants continue along Adelaide Avenue, passing Parliament House, head over the Kings Avenue Bridge and finish on the bottom of Rond Terrace next to the beautiful Lake Burley Griffin.

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The Course adidas 5km

The adidas 5km race was a new course this year. Starting on King George Terrace in front of Old Parliament House, participants ran onto Walpole Crescent, up Queen Victoria Terrace and around Federation Mall East onto Federation Mall West. Participants then joined the 14km course to the finish

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The Event Village

All races finished on Rond Terrace, next to picturesque Lake Burley Griffin. This year, Ministry of Sound DJs Goodwill and Duncan provided race commentary, as well as music to get runners over the finish line. After the race, participants were encouraged to relax and unwind in the Event Village located on the grassed area of Rond Terrace. The Event Village hosted various sponsor activations, food and coffee vendors, local run clubs, exhibitors and family activities face painters, an inflatable velcro wall and a petting zoo. Local band The Moochers Inc also entertained participants. A free shuttle service was available taking participants back to designated start lines.

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02 Our Audience


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Interstate & Overseas Entrants

Overseas Entrants

USA

Singapore

France

Switzerland

Germany

Sri Lanka

Interstate Entrants

ACT

NSW

VIC

QLD

NT

SA

WA

Outside Australia


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Top Suburbs

Kambah

Canberra

Kingston

Jerrabomberra

Curtin

Queanbeyan

Lyneham

Braddon

Bruce

Griffith

Harrison

Turner

Gordon

Belconnen

Hughes

Narrabunda

O'Connor

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40

60

80

100


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Entries by Age Division

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50

100

150

200

00-12 13-15 16-19 20-29 30-39 40-49 50-59 60-69 70-99

Entries by Age Division - 5KM

Female Male

0

50

100

150

200

250

00-12 13-15 16-19 20-29 30-39 40-49 50-59 60-69 70-99


Female Male

0

20

40

60

80

100

120

140

160

00-12 13-15 16-19 20-29 30-39 40-49 50-59 60-69 70-99


Female Male


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Gender Distribution

Female 61%

Male 39%

5KM Gender Distribution

Female 50%

Male 50%


Female 47% Male

53%



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Entrants & Finishers Canberra Times Fun Run Entrant

Comparison No. Of People

Total Entrants 4,382

Total Female Entrants 2,342

Total Male Entrants 2,040

Total Finishers 3,692

Female Finishers 1,956

Male Finishers 1,736


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03 Charity Charity Program

Online Fundraising System

everydayhero (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 a 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. everydayhero would then sign up the charity.

This year, The Canberra Times Fun Run presented by Westpac provided entrants with the option of a one off donation during the registration process. In total this donation raised $11,442.00 for our selected charities. Upon combining this with all funds raised through everydayhero donation pages, $90,496.77 was raised.

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Charity

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Fundraising Totals

Overall Total

The overall total funds raised for the 2015

Canberra Times Fun Run presented by

Westpac was $90,496.77.

Online Fundraising Results

A total of 253 hero pages were created in

this years event with 54% of these pages being active.

41 of the 265 registered charities received

donations

The average raised per active hero page

was $577.40.

The top fundraising charities were:

1. beyondblue

2. AFFIRM: The Australian Foundation for

Mental Health Research

3. CFC ANCOPAustralia Ltd

4. Leukaemia Foundation of Australia NSW/ACT Office

5. Australian Cancer Research Foundation

Collectively these charities raised a

total of $51,911.38.

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 555 entrants donated a total of

$11,442.00 funds upon registering.


04 Partners

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Westpac Countdown Advertising Appeared in The Canberra Times, Sunday July 26

The Canberra Times

Readership: 826,000

Canberra Times Fun Run

Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Aug 2015 | Nielsen Online Ratings Aug 2015


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Westpac Canberra Times Event Guide 4 page Event Guide Appeared in The Canberra Times,

Sunday August 9

The Canberra Times

Readership: 826,000




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Westpac


Post Event Wrap Appeared in The Canberra Times, Sunday September 6

The Canberra Times

Readership: 826,000



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Westpac 3 Weeks To Go eDM:

Westpac used the 3 weeks to go eDM to promote

#YourRaceCanberra

Sent: Sunday August 16



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Westpac 2 Weeks To Go eDM:

The 2 weeks to go eDM informed runners of the

Westpac activations they can expect to see on course




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Westpac

Solus eDM:

The solus eDM informed runners of the Westpac

activations they can expect to see on on course

and the finish

Sent: August 27



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Westpac

Web Banners

Website Web Banner

Date Added: 1/5/15

Date Removed: NA

Click Throughs: 2810

Logo Partners Page Click Throughs: 521

Website Footer Click Throughs: 752

Results Page Footer Click Throughs: 36



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Widget on Homepage

of Website

Westpac

Designated Page on

Website



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Westpac

Editorial Feature Canberratimes.com.au, August 23



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Westpac

Editorial Feature Canberratimes.com.au, July 21



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Westpac

Editorial Feature Canberratimes.com.au, September 2



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adidas


Countdown Advertising Appeared in The Canberra Times, Sunday July 17

The Canberra Times

Readership: 826,000



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adidas

2 Weeks To GO eDM:

The 2 weeks to go eDM was used to

promote the Ultra Boost




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adidas

Results eDM:

The results eDM was used to

Congratulate runners and promote

the Ultra Boost

Sent: Sunday September 6



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adidas

Web Banners

Website Web Banner

Date Added: 29/07/15

Date Removed: 23/08/15

Click Throughs: 35

Results Page Web/ Banner

Date Added: 6/09/15


Click Throughs: 22






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Singapore Airlines


Canberra Times Fun Run Countdown Advertising Appeared in The Canberra Times, Sunday August 2

The Canberra Times

Readership: 826,000


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Singapore Airlines Canberra Times Fun Run

1 Week To Go eDM:

The 1 week to go eDM was used to promote an

exclusive fare to Asia for Canberra participants



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Results eDM:

The results eDM was used to promote an exclusive fare

to Asia for Canberra participants



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Singapore Airlines

Web Banners

Website Web Banner



Click Throughs: 905






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Exclusive Fares to Asia Reward your training efforts and achievement by rejuvenating in Asia. Exclusive to Canberra Times Fun Run participants, Singapore Airlines is delighted to offer special airfares to 10 of their most popular destinations in Asia, including Hong Kong, Singapore, Phuket, Cebu and Beijing. Sale ends 30 September. To book, visit singaporeair.com/canberrafunrun *Terms & conditions apply

Contra Slider: 2 Week Duration

Uploaded: Sunday August 30


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Countdown Advertising Appeared in The Canberra Times, Sunday July 12

The Canberra Times

Readership: 826,000

BMW




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BMW


Canberra Times Fun Run Canberra Times Event Guide 4 page Event Guide Appeared in The Canberra Times,

Sunday August 9

The Canberra Times

Readership: 826,000


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8 Weeks To Go eDM:


generate registrations to the BMW Sprint

Sent: Sunday July 12

BMW Canberra Times Fun Run


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2 Weeks To Go eDM:


generate registrations to the BMW

Sprint




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Solus eDM:

The Solus eDM was used to

generate registrations to the BMW Sprint




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1 Week To Go eDM:

The 1 week to go eDM was used to

generate registrations to the BMW

Sprint




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Results eDM:

The results eDM was used to

congratulate the winners of the

BMW Sprint




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BMW

Web Banners

Website Web Banner



Click Throughs: 722

Results Page Web/ Banner

Date Added: 6/09/15


Click Throughs: 20






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Rebel Canberra Times Fun Run Countdown Advertising

Appeared in The Canberra Times, Sunday July 5

The Canberra Times

Readership: 826,000



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Rebel Canberra Times Fun Run Countdown Advertising

Appeared in The Canberra Times, Sunday August 23

The Canberra Times

Readership: 826,000



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Rebel

3 Weeks To Go eDM:


promote the partnership and stores




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Rebel

1 Week to go eDM:

The 1 week to go eDM was used to Fathers Day in

the lead up to CTFR




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Rebel

Web Banners

Website Web Banner



Click Throughs: 653




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Hydralyte Sports Canberra Times Fun Run Countdown Advertising

Appeared in The Canberra Times, Sunday August 16

The Canberra Times

Readership: 826,000



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Hydralyte Sports

3 Weeks To Go eDM:


promote a $10 product voucher in the

lead up to the event




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Hydralyte Sports

1 Week To Go eDM:

The 1 week to go eDM was used to

promote the on course Hydralyte

locations




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Hydralyte Sports

Web Banners

Website Web Banner



Click Throughs: 679




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ORIX Canberra Times Fun Run

3 Weeks To Go eDM:

ORIX used the 3 weeks to go eDM to

promote the Novated Lease service



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ORIX

Web Banners

Website Web Banner



Click Throughs: 541




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Constant

Web Banners

Website Web Banner



Click Throughs: 330




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Sponsor One Liners The below one liners were read out at the start by the event MC

START

Westpac As the presenting partner, Westpac is proud to continue its support of the Canberra Times Fun Run Join Westpac Ambassador Ky Hurst in the Westpac warm up at the start line! Keep your eyes peeled for the Westpac Chopper Dash on course today! For every person that makes the dash, Westpac will make a donation to Westpac Lifesaver Rescue Helicopter Service Adidas Energy takes over with the new Ultra Boost from adidas Good luck to all runners in this years from adidas and the new Ultra Boost BMW BMW would like to wish all competitors good luck today in the BMW Sprint. Remember if youre the fastest up Kings Avenue, you could win a BMW Driving Experience and a brand new BMW 1 Series for a week. Get ready to Go One Better. Singapore Airlines Fly Through Singapore, Fast-Forward to the World, with Singapore Airlines - celebrating Singapore's 50th birthday this year. Singapore Airlines. A great way to fly rebel rebel wishes all runners the best of luck in todays Canberra Times Fun Run We hope you are in the zone and ready to run! Hydralyte Hydralyte Sports will be available in the orange cups at all aid stations- be sure to pick one up & remain hydrated during the race. ORIX An ORIX Novated Lease can save you thousands of dollars on both the purchase and running costs of your new vehicle. ORIX: Simply Smarter Leasing

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Sponsor One Liners The below one liners were read out at the start by the event MC

FINISH

Westpac Westpac would like to congratulate everyone for making toadys 2015 Canberra Times Fun Run such an amazing race! Your city, your race, your way. Westpac customers, come relax and join the celebrations in the Westpac Red Zone. Refreshments and massages to help you wind down after Your Race. Adidas Ran out of energy? Get more energy than ever before with the new Ultra Boost from adidas Congratulations to all runners who made it through this years City2Surf from adidas and the new Ultra Boost BMW Congratulations on finishing the 2015 Canberra Times Fun Run! Dont forget to check how you went in the BMW Sprint, you may be the lucky winner of a BMW Driving Experience and a brand new BMW 1 Series for a week! Singapore Airlines Fly Through Singapore, Fast-Forward to the World, with Singapore Airlines - celebrating Singapore's 50th birthday this year. Singapore Airlines. A great way to fly rebel rebel wants to congratulate all who ran today, whether achieving a personal best or running just for fun! rebels the place where you will find all your training and fitness needs. Be sure to stop by and pick up your official merchandise at the Rebel Marquee Hydralyte Collect a cup of Hydralyte Sports and replace lost fluid and electrolytes without the excess sugar. ORIX An ORIX Novated Lease can save you thousands of dollars on both the purchase and running costs of your new vehicle. ORIX: Simply Smarter Leasing

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05 Merchandise

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The Official event merchandise for the 2015 Canberra Times Fun Run consisted of the men's climacool short sleeved tee in white with black detailing and a womens climacool fit

tank with orange detailing.

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Merchandise

Mens climacool Short Sleeved Tee

Climalite, moisture wicking technology

Fabric contrast 3-Stripes and back neck tape

Flatlocked seams

adidas and Canberra Times Fun Run transfer logos

Regular fit

Womens climacool Fit Tank

Climalite, moisture wicking technology

Fabric contrast 3-Stripes and back neck tape

Flatlocked seams

adidas and Canberra Times Fun Run transfer logos

Fitted

The mens short sleeved tee was slightly more popular than the womens fit tank. This year there was no post event online sale for merchandise. Merchandise was offered at 50% off in store only at rebel Woden after the event.


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Merchandise

Volunteer/Marshal/Event Crew Tees

Volunteers, marshals and event crew were again decked out in bright red

and yellow shirts to ensure they were easily identifiable while on course.

Herald Harrier Singlets

This year s mens Harriers singlet was white with hi res black stripes and the womens singlet matched the official event merchandise with the

climacool fit tank in white with flash orange detailing .


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Merchandise

Official Merchandise was also the hero story for the post-event eDM. All Official event

merchandise was discounted by 50% on the

online store. Post Event eDM sent September 6th


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Merchandise

Merchandise featured in countdown eDMs which were

targeted at those in our corporate team program. As

shown in the images from the 2 and 1 week to go eDMs.


06 Marketing Strategy

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Overview

The Canberra Times Fun Run presented by Westpac returned for its 40th year in 2015. The campaign was re-branded as part of the new Run Out Loud Fitness & Music Series marketing campaign focusing on the new entertainment element of the event. The event once again took place on Fathers Day so an emphasis was put on this message.

An integrated 20 week marketing campaign was launched on April 19th, comprising print, online, radio, tv, social media, EDMs, outdoor and partner databases including sponsors, charities, Fairfax partnerships and local groups

Objectives

Communicate new music and on course entertainment offering as part of the Run Out Loud strategy in order to:

Drive increased entries to new users

Increase consumer satisfaction and year on year customer retention

Drive charity donations to support the community

Communicate a proposition that cements the events as a national series.

Key Message

This year, The Sun-Herald City2Surf presented by Westpac is amping up. Leave your headphones at home because were providing the tunes every step of the way.

Start your Fathers Day the right way and pound the pavement and pump up the volume with liveentertainment including international DJ Hot Dub Time Machine, at the worldslargest fun run.

Join us as we help raise over $5 million for charity.


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Campaign

Positioning

The Run Out Loud series promotes fun, family friendly, community events that are inclusive for

everyone. Run Out Loud creates a shared running and music experience for participants that will

resonate with them throughout the entire course....

The highest quality running events that offer the best music and on course entertainment to carry you

through from start to finish.

Target Market

3 biggest motivators to race: 1. Challenge Myself, 2. Get fit, 3. Improve my time

Biggest driver of satisfaction post race: 1.The atmosphere, 2. Friendly Vibe

Primary audience

Active minded, healthy lifestyle lovers that are looking for a fun, community experience to be part of

Personally motivational and use the events as a platform to support and motivate them to achieve their goals

Women, families and team entries

Secondary audience

People that are already doing our events like to run

Those who are already aware of the event, in training and participate each year

Weekend warriors, sports lovers & members of run, fitness & sports clubs who love the thrill of event day


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Communications Strategy

Various channels were be used to deliver the 20 week marketing campaign.

Key dates

Special Launch Price - Entries now open (Sept 7, 2014 April 10) Early Bird Price Early Bird available (April 11 Jul 8) Standard Entry Price Enter now (Jul 9 Aug 26) Late Entry Price Last chance to enter (Aug 27 Sept 5)

20 WEEKS OUT 12 WEEKS OUT POST EVENT

Advertising across the Fairfax print & digital network

Social media content

EDMs to A CT database

Large scale print campaign in related masthead

Editorial and PR Social media &

digital paid advertising

Countdown EDMs to participants

Advertising across Regional Fairfax print

network

Outdoor advertising

Media partner promotions

Partner database

integration

Event wrap up in related masthead

Event images & video


Communication Plan

The event creative was refreshed for the 2015 to communicate cross promotional aspect of the event and appeal to a broader market. This creative is strong and offers to a mass market, striking and colorful graphics were used to produce a contemporary look and feel.

All creative and press advertisements were designed by the Fairfax Media art studio.

PLATFORM REACH VALUE

PRESS 346,000 $425,364

PR 1,723,719 $458,715

DIGITAL 509,000

SOCIAL 643,085 $10,140

ENEWSLETTERS 23,721

OUTDOOR 30,000 $15,000

PARTNERS 341,158

MEDIA PARTNERS 233,000 $35,000


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Run Out Loud Launch The launch of the Run Out Loud (ROL) Fitness and Music festival was executed over a 2 day period. The confirmed activity utilised various promotional channels across the Fairfax network and additional external

platforms to ensure maximum impact and national reach.

Run Out Loud Launch (April 18-19)

Website Press Digital Social Media

eDM Newsagency PR


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Press

Throughout April, May, June, July, August and September press ads ran in The Canberra Times and The Chronicle.

These advertisements were a key element of the events success in driving ongoing audience engagement throughout these months.

The Canberra Times - Readership: 246,000

- Launch wrap: 19 Apr

- House ads: 19 Apr 7 Sept

- Full page weekly countdowns : 14 Jun 30 Aug

- 4 Page Event Guide : 9 Aug

- Post Race full page ad: 7 Sept

The Chronicle - Readership: 100,000

- House ads: 19 Apr 7 Sept

Total: - Reach: 346,000xValue: X$432,278.24

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Creative


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Countdown Advertising


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Launch Wrap Launch Wrap of in The Canberra Times Aug 9, 2015The launch wrap was also supported with a major

burst of social and eDM and marketing.


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Event Guide Event Guide in The Canberra Times August 9, 2015

The Event Guide was also supported with a major burst of social and EDM and marketing.

Whether youre hoping for a PB or just hoping to nish,

Westpac is a proud supporter of The Canberra Times Fun Run.

From before your race starts, to your celebration at the Red Zone,

Westpac is there to support you.

Enter now at canberrat imesfunrun.com.au/westpac

with you every step of the way

2015 Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian cr edit licence 233714.

WBC4377/FP

#YourRaceCanberra


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Press Schedule DATE SIZE SECTION VALUE NEWSPAPER

23rd Mar 2015 page strip The Guide $1,781 The Canberra Times 30th Mar 2015 Full Page The Guide $5,892.60 The Canberra Times 19th Apr 2015 4 page wrap Front Page $23,570.40 The Canberra Times 20th Apr 2015 Full Page The Guide $5,892.60 The Canberra Times 22nd Apr 2015 Full Page Food & Wine $2,703.09 The Canberra Times 27th Apr 2015 Full Page The Guide $5,892.60 The Canberra Times 3rd May 2015 Full Page Panorama $4,266.56 The Canberra Times 4th May 2015 Full Page The Guide $5,892.60 The Canberra Times 6th May 2015 Full Page Food & Wine $2,703.09 The Canberra Times

11th May 2015 Full Page The Guide $5,892.60 The Canberra Times 13th May 2015 Full Page Food & Wine $2,703.09 The Canberra Times 18th May 2015 Full Page The Guide $5,892.60 The Canberra Times 20th May 2015 Full Page Food & Wine $2,703.09 The Canberra Times 25th May 2015 Full Page The Guide $5,892.60 The Canberra Times

1st Jun 2015 Full Page The Guide $5,892.60 The Canberra Times 8th Jun 2015 Full Page The Guide $7,229.91 The Canberra Times 9th Jun 2015 Full Page EGN $4,380.08 The Chronicle

14th Jun 2015 Full Page Sport $6,405 The Canberra Times 15th Jun 2015 Full Page The Guide $5,892.60 The Canberra Times 21st Jun 2015 Full Page Sport $6,405 The Canberra Times 22nd Jun 2015 Full Page The Guide $5,892.60 The Canberra Times 28th Jun 2015 Full Page Sport $6,405 The Canberra Times 29th Jun 2015 Full Page The Guide $5,892.60 The Canberra Times 4th Jul 2015 page strip EGN $4,241.49 The Canberra Times 5th Jul 2015 Full Page News $6,405 The Canberra Times

13th Jul 2015 Full Page The Guide $5,892.60 The Canberra Times 14th Jul 2015 page strip TV Guide $1,777.08 The Chronicle 18th Jul 2015 Junior Page EGN $7,326.22 The Canberra Times 19th Jul 2015 Full Page News $6,405 The Canberra Times 19th Jul 2015 Full Page Relax $2,703.09 The Canberra Times 20th Jul 2015 Full Page The Guide $5,892.60 The Canberra Times 25th Jul 2015 Full Page EGN $16,663.06 The Canberra Times 26th Jul 2015 Full Page News $6,405 The Canberra Times 27th Jul 2015 Full Page The Guide $5,892.60 The Canberra Times 28th Jul 2015 page strip EGN $1,777.08 The Chronicle 28th Jul 2015 page H EGN $,6,913.98 The Canberra Times 29th Jul 2015 page strip EGN $3,506.08 The Canberra Times 31st Jul 2015 page strip EGN $3,506.08 The Canberra Times 1st Aug 2015 page strip EGN $4,241.49 The Canberra Times 2nd Aug 2015 Full Page Sport $6,405 The Canberra Times 3rd Aug 2015 Full Page The Guide $5,892.60 The Canberra Times 4th Aug 2015 page strip EGN $1,777.08 The Chronicle 4th Aug 2015 page H EGN $6,913.98 The Canberra Times 5th Aug 2015 page H EGN $6,913.98 The Canberra Times 6th Aug 2015 Full Page EGN $13,581.04 The Canberra Times 8th Aug 2015 page H EGN $8,482.99 The Canberra Times


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OVERALL PRESS AD VALUE: $425,364

Press Schedule contd 9th Aug 2015 Full Page World $6,405 The Canberra Times 9th Aug 2015 4x Full Pages News $25,620 The Canberra Times

10th Aug 2015 page strip Sport $1,781 The Canberra Times 10th Aug 2015 Full Page The Guide $5,892.60 The Canberra Times 11th Aug 2015 page strip Entertainment $1,777.08 The Chronicle 11th Aug 2015 page H EGN $6,913.98 The Canberra Times 13th Aug 2015 page H EGN $6,913.98 The Canberra Times 15th Aug 2015 page strip EGN $4,241.49 The Canberra Times 16th Aug 2015 Full Page World $6,405 The Canberra Times 17th Aug 2015 Full Page The Guide $5,892.60 The Canberra Times 20th Aug 2015 page H EGN $6,913.98 The Canberra Times 20th Aug 2015 page strip Sport $1,781 The Canberra Times 23rd Aug 2015 Full Page News $6,405 The Canberra Times 24th Aug 2015 Full Page The Guide $5,892.60 The Canberra Times 24th Aug 2015 page H EGN $6,913.98 The Canberra Times 25th Aug 2015 page strip Entertainment $1,777.08 The Chronicle 25th Aug 2015 page strip EGN $3,506.08 The Canberra Times 26th Aug 2015 page strip EGN $3,506.08 The Canberra Times 27th Aug 2015 10x11 EGN $3,506.08 The Canberra Times 30th Aug 2015 Full Page News $6,405 The Canberra Times 31st Aug 2015 Full Page The Guide $5,892.60 The Canberra Times 1st Sept 2015 page strip Sport $1,777.08 The Chronicle 1st Sept 2015 page H Business $3,062 The Canberra Times 1st Sept 2015 page strip Sport $1,781 The Canberra Times 2nd Sept 2015 page strip EGN $3,506.08 The Canberra Times 3rd Sept 2015 page strip EGN $3,506.08 The Canberra Times 4th Sept 2015 page H Sport $3,062 The Canberra Times 5th Sept 2015 page strip Travel $2,071.72 The Canberra Times 7th Sept 2015 Full Page EGN $13,581.04 The Canberra Times


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PR Media Coverage Through live interviews on event day to creative photo opportunities in the lead up to the event, widespread media coverage was gained utilising race ambassadors, charity ambassadors and interesting race participants. 75 media stories were generated across TV, print and radio, with the majority of coverage in The Canberra Times. Coverage breakdown below (online articles - including stories and Whats On listings - were not assessed):

- Print: 50

- TV : 6 -Radio: 22

Key Highlights

Total coverage: - Reach: 1,723,719 Value: $458,715

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PR Media Coverage


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Digital

The Canberra Times Fun Run was heavily promoted online, utilising the vast array of digital channels and high audience reach in the Fairfax network. Digital adverts received extensive exposure on canberratimes.com.au and also ran through the Fairfax digital network of 270 websites. . These included homepage CT tiles, shoestring, sports page ties, homepage heroes and mobile.

canberratimes.com.au Monthly unique users: 509,000

- Homepage takeover: 18 Apr

- Home page RHT: 18 Apr 7 Sept

- Sport Page tile : 18 Apr 7 Sept

- Display ads (Homepage hero web-tiles, sidebar tiles, & spotlight tiles): 18 Apr 7 Sept

Total: Reach: 509,000


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Organic Social Media Weekly organic and paid social media posts were executed through the Run Out Loud social media pages within the 12 week campaign period. The Run Out Loud social channels were promoted through eDM communication, event website, media partners and sponsors to increase traffic, reach and awareness. Organic reach - Total 12 week campaign reach: 137,580 Likes - Total increase in likes throughout the 12 week campaign: 2,710 Note: Due to the national reach of this page the organic reach for The Canberra Times Fun Run benefited from the City2Surf event 1 month prior, as both campaigns overlapped in terms of timings.

Handle: @runoutloudau Likes: 52,505 Hashtag: #ROL #YourRaceCanberra #CTFR

Total: Reach: 505 485


95

Social Media

Handle: @runoutloudau Likes: 52,505 Hashtag: #ROL #YourRaceCanberra #CTFR


96 96

Handle: @runoutloudau Followers: 1,750 Hashtags: #ROL #YourRaceCanberra #CTFR

Social Media


Paid Social Media A paid digital media campaign was executed for The Canberra Times Fun Run using Facebook, programmatic display and a True View video campaign to promote awareness and encourage entries to the campaign. Paid Social Actions: We saw a significant jump in page likes after commencing the paid activity . The numerous jumps in daily peaks closely coincide with when new posts commenced.

Medium Clicks Impr. Spend Conversions

Facebook 17,905 1,818,837 $8,603.84 805

Programmatic 1,598 1,365,791 $1,537.29 183

Total 19,503 3,184,628 $10,141.13 988

Total: Reach: 137,580 Spend: $10,141.13

Insights -The competitors audience performed the best with 127 conversions. This audience included big running races such as spartan, colour run, tough mudder etc -Updating the creative copy helped with the price breaks. More images for next run will be beneficial.

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98

E-Newsletters E-newsletters were sent to the ACT sport database as well as to the database of existing participants. A range of event

key information, ambassadors, competitions, images & videos were used to engage existing customers throughout the

15 week campaign.

ACT Runner Database 19,621 subscribers

19 Mar Special Launch offer closing soon

9 Apr Special Launch offer closing this Friday

18 Apr Here comes the run

24 Jun Early bird entry closing this Friday

1 Jul Early bird entries closing this Friday

7 Jul Last chance for early birds

28 Jul Race Bib Mail Out

12 Aug 24 days to go Final chance to enter

20 Aug #ROL entertainment line up announcement

25 Aug Last chance to save on entry

Participant Database 4,100 subscribers

9 Jul 8 weeks to go

5 Aug 4 weeks to go

19 Aug 2 weeks to go

29 Aug 1 week to go / Runners Guide

1 Sept Important Race Day Information

6 Sept Congratulations eDM

9 Sept Survey eDM

Total: - Reach: 23,721


99 99

WEEKS TO GO SEND DATE MAILING

LIST TOTAL TOTAL OPENS

TOTAL OPEN RATE %

TOTAL CLICK THROUGHS

TOTAL CLICK THROUGH

8 WEEKS TO GO 12/7/2015 1,457 1,693 59.71% 273 14.82%

COURSE DETAILS 181

YMCA 29

SPOTIFY 21

ENTERTAINMENT 15

FACEBOOK 8

BMW 6

R4YL 6

COMPETITIONS 2

MARQUEES 2

VOLUNTEERS 2

3 WEEKS TO GO 16/8/2015 1,441 1,785 58.43% 1,700 20.68%

EVENT GUIDE 1,650

WESTPAC 15

REBEL 10

SMS RESULTS 8

FACEBOOK 6

HYDRALYTE 4

ITABS 3

ORIX 2

RAISING MONEY 1

2 WEEKS TO GO 23/8/2015 1,437 1,504 58.73% 198 10.58%

ENTERTAINMENT 75

AIS STUDY 43

CTFR WEBSITE 27

WESTPAC 22

BMW 7

RUN OUT LOUD 8

FACEBOOK 6

ADIDAS 7

Participant database


100

Participant database 1 WEEK TO GO 30/9/2015 3,013 4,867 62.76% 2,367 33.99%

RUNNERS GUIDE 1,978

RACE INFO 175

CTFR WEBSITE 57

SMS RESULTS 29

WALKING CLINIC 25

SINGAPORE AIRLINES 23

BMW 16

COURSE MAP 15

FACEBOOK 11

ITAB 12

REBEL 9

R4YL 10

INSTAGRAM 6

FINISHERS CONGRATULATIONS 6/9/2015 2,996 4,747 74.50% 2,318 43.76%

RESULTS 1,806

FACEBOOK 112

AUSTRALIAN RUNNING FESTIVAL 91

REBEL 74

BMW 63

CT FUN RUN WEBSITE 71

FUNDRAISING 28

ADIDAS 24

SINGAPORE AIRLINES 20

ADIDAS RUNNING FACEBOOK 22


101

Outdoor An extensive combination of outdoor avenues were utilised for event exposure in key locations.

Direct Mail

30,000 flyers were distributed to Canberra households that have a very high recreational spend,

including the top 10 participant suburbs from 2014.

Posters

100 posters were distributed to cafes, retail stores, community centres and gyms in Canberra.

Selected Rebel stores were sent 2,000 flyers and 10 posters to promote the event to customers.

Road Banners

Aug & Sept : Promotional banners on Canberra Times office

Total: Value: $15,000

T


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Partner Databases

Various Event partners were engaged to promote the events to their databases

The Canberra Times Facebook: 34,158

Supported the campaign and posted key messages & ticket competitions

Fairfax Sport & Fitness Newsletter : 70,000 national

Event inclusions

Brumbies: 8,000

EDMs to database & staff

YMCA of Canberra Runners: 1,500

Listing on website, EDMs to database & social posts

Event training groups

BMW: 210,000

Social media posts

Westpac

Posters & flyers in Canberra branches & ATM screens

Define Fitness Canberra 1,800

Social media posts

Capital Football: 16,000

Listing on website, EDMs to database & social posts

Total: Reach: 341,158


103

Mix 106.3 Radio: 105,000 per week, Online: 12,000, EDM: 1,600, Social: 9,858 Pre Event - Min 80 live or pre-recorded promotional trailers highlighting the date & tickets on sale - Event details featured on website for 4 weeks (What's On page) - Encourage listeners to win entry into the Canberra Times Fun Run by entering online at www.mix106.com.au - 2 x weeks image, logo & link on the MIX Rewards page on mix106.com.au - Inclusion and entry giveaway in 2 x EDM mail outs & social media posts On Site - 2 x Live Cruiser crosses from the Start/Finish line (1 per day) - Music stations at 5km start and on-course

104.7 Canberra - Radio: 138,000 per week, Online: 45,000 - Homepage takeover for 1 week - Win entry into the Canberra Times Fun Run by entering online at www.1047.com.au - Min 10 live highlighting the date & competition - 2 x 60 second Breakfast Live reads highlighting the date & competition

R4YL - Print: 17,000, Online: 805 subscribers, Social, 9,800 -Social media & database promotions, listing on website -Full page advert and editorial promoting the event - Partnered with YMCA to promote competition to win one of 40 entries into either event

07 Media Partners Total: - Reach: 233,000 Value: $35,000

Key partnerships were created with Mix 106.3 & 104.7 radio station, primarily targeted at the 25-54 age group and R4YL, Australia's premiere running magazine.


08 Registrations

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105

Pricing Structure


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Start Groups

14KM & 10KM Seeded: This Start Group is for athletes who aim to gain a place in the top 20. 14KM Elite Wheelchair Athletes: This Start Group is for elite wheelchair athletes in the 14km event only. Athletes must be in a racing chair to compete in this Start Group. In addition to this athletes need to complete the course sub 38mins. Red Start: This Start Group is for all other participants. 10KM Black Start: This Start Group is for all other participants. 5KM Blue Start: This Start Group is for any runners and joggers. Purple Start: Back of the pack. Recommended for joggers, walkers, fun groups, pushers (pushed wheelchairs and strollers).


107

Race Bib Postage & Collection

Race bib postage was open to entrants who registered on or before Wednesday July 29, 2015. A total of 1,974 individuals registered before this postage cut-off date and received their bib via mail. Anyone who registered after this date was required to collect their race bib from Race Bib Collection at rebel Woden. A total of 2,408 entrants attended the Race Bib Collection to collect their race bib.


108

Corporate Teams

Corporate Team Program

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.

The program is made up of two

components; Corporate Team Registration and Corporate Team

Marquee and is recommended for teams of 20 people or more.

Corporate 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

team managers and their 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 Teams : 2

Silver Teams: 1 Platinum Teams: 0


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 7.6% of participants purchasing this.

Event Day Results SMS

The event day results SMS was available for purchase again in 2015 with just over 21% opting to purchase this in the registration process. On event day as participants crossed the finish line they received the following text message;

Congratulations John! You have finished the 2015 Canberra Times Fun Run presented by Westpac in a time of 0:59:10. Share your race day @runoutloudau

Bib Collection SMS

With over 2,408 participants coming to collect their race packs from the Race Bib Collection, participants received an SMS containing their race bib number and collection details;

Hi John no. 126 Red Start Group Collect your bib for The Canberra Times Fun Run presented by Westpac at rebel Woden on Sat Sept 5, 9am-5pm

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Technology Innovations


09 Hospitality

110


111

Team Marquees & Sites

Package Inclusions Cost

Team Private Park 5m x 5m Allocated Area

White Picket Fencing $250.00

Team Exclusive

Recovery Zone

5mx5m Allocated area 1 x 3m White market square umbrella White picket fencing

$425.00

Team Post- Race Picnic

Area

3mx3m White vinyl marquee, weighted 5mx5m Allocated area 6 x White bistro chairs (no arms) 2 x Round 900mm white tables White picket fencing

$600.00

Corporate Marquee

Package

6mx6m White vinyl marquee, weighted 5mx5m Allocated area 2 x 2.4m Banquet tables 2 x 3.3m White throw over tablecloth 16 x White bistro chairs (no arms) 4 x Round 900mm white tables 1 x 3m White market square umbrella White picket fencing Valance sign with corporate logo

$3,300.00

Team Marquees & Sites are available for hire and are the perfect way for corporate, social and charity teams to share their race-day experiences and to refuel, relax and

unwind after the run. The 2015 Canberra Times Fun Run had two purchases of the Team

Post-Race Picnic Area.


There were 2 stallholders this year:

Cafe2U served up fair trade and organic coffee to customers needing a lunch time boost after the early start to the day. There were two vans on site that

catered to the needs of both participants and race spectators.

The Vietnam Veterans Federation brought along their fantastic team to serve up a sizzling barbeque, cold juices, soft drinks and chocolates.

112

Food Stalls Food stallholders are the perfect way to compliment the public seating area

within the Finish Village. In addition to the white tables and chairs, Hydralyte

provided vibrant orange umbrellas to cover tables and brighten up the seating

area.


10 Winners Results

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14KM Winners Results Top 10 Males

Place First Name Surname Net Time State

1st Rowan Walker 0:45:13 ACT

2nd Nick Walshe 0:48:52 ACT

3rd Warren Wood 0:49:57 ACT

4th Akira Kajiya 0:50:06 ACT

5th Scott Cummins 0:50:13 ACT

6th Anthony Kennedy 0:50:30 ACT

7th Gavin Godkin 0:50:50 ACT

8th Rob Burns 0:51:10 ACT

9th Jasen Higuchi 0:51:11 ACT

10th Tomas Krajca 0:51:22 ACT

Top 10 Females


1st Kelly-Ann Varey 0:50:53 ACT

2nd Claire Ashworth 0:53:40 ACT

3rd Rachel Glasson 0:54:47 NSW

4th Jodie Barker 0:56:50 ACT

5th Jen Lee 0:57:07 NSW

6th Alannah Riggans 0:59:00 ACT

7th Narelle Desmet 0:59:44 NSW

8th Bernadette Connors 1:00:04 ACT

9th Erin Green 1:00:52 ACT

10th Kate Vandenberg 1:01:19 ACT

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1st Bradley Croker 0:30:47 ACT

2nd James Barker 0:32:25 ACT

3rd Adam Rudgley 0:32:42 ACT

4th Nuru Somi 0:33:01 ACT

5th Bruce Graham 0:34:21 ACT

6th Jacob Grooby 0:34:22 ACT

7th Shaun Creighton 0:34:45 ACT

8th Rob Skillman 0:34:45 NSW

9th Jonathan Moore 0:34:45 NSW

10th Will Kimber 0:35:20 ACT

Top 10 Females


1st Lissy Duncan 0:33:56 ACT

2nd Fleur Flanery 0:37:10 NSW

3rd Emma Ballantyne 0:37:41 NSW

4th Angela Bateup 0:38:49 NSW

5th Louise Sharp 0:39:49 ACT

6th Aimee Davenport 0:40:04 ACT

7th Stephanie Torley 0:40:18 ACT

8th Sophie Lavers 0:40:58 ACT

9th Emily Stacey 0:41:19 ACT

10th Kym Ireland 0:41:34 ACT

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1st Timothy Lefroy 0:15:20 ACT

2nd Yosef Gemechu 0:16:34 ACT

3rd Travis Ey 0:16:55 ACT

4th Sean Hancock 0:17:36 ACT

5th Scott Imhoff 0:17:44 ACT

6th Nelson Towler 0:18:15 ACT

7th Jack Wallis 0:18:22 ACT

8th Patrick O'Flaherty 0:18:23 ACT

9th Lachlan Patterson 0:18:42 ACT

10th Callum Burns 0:18:48 ACT

Top 10 Females


1st Keely Small 0:17:56 ACT

2nd Michelle Storta 0:18:25 ACT

3rd Elizabeth Humphries 0:18:57 ACT

4th Capella Maguire 0:19:19 NSW

5th Claire Ashworth 0:19:34 ACT

6th Astrid Smyth 0:20:34 ACT

7th Chloe Bateup 0:20:54 NSW

8th Mackenzie Hubner-Burgess 0:21:14 ACT

9th Imogen Smyth 0:21:24 ACT

10th Nina Illingworth 0:22:29 ACT

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Finish Times

0

10

20

30

40

8:45

8:49

8:51

8:53

8:55

8:57

8:59

9:01

9:03

9:

05

9:07

9:09

9:11

9:13

9:15

9:17

9:19

9:21

9:23

9:25

9:27

9:29

9:31

9:33

9:35

9:37

9:40

9:42

9:

44

9:46

9:48

9:51

9:55

10:0

1

10:0

3

10:1

0

10:1

9

10:3

5

14KM Finish Times (TOD)

0

20

40

60

80

9:00

9:03

9:05

9:07

9:09

9:11

9:13

9:15

9:17

9:19

9:21

9:23

9:25

9:27

9:29

9:31

9:33

9:35

9:37

9:39

9:41

9:43

9:45

9:47

9:49

9:51

9:53

9:55

9:57

9:59

10:0

1

10:0

3

10:0

6

10:0

8

10:1

3

10:1

6

10:1

9


0

20

40

60

80

9:4

5

9:4

7

9:4

9

9:5

1

9:5

3

9:5

5

9:5

7

9:5

9

10:0

1

10:0

3

10:0

5

10:0

7

10:0

9

10:1

1

10:1

3

10:1

5

10:1

7

10:1

9

10:2

1

10:2

3

10:2

5

10:2

7

10:2

9

10:3

1

10:3

3

10:3

5

10:3

7

10:4

1

10:4

4


ctfr event report 2015

Documents