• Fairfax Events

    City 2 Surf 2017

85,000

Registrations (Sell Out)

4,500+

UGC posts

The Brief

Deliver an overarching marketing strategy and plan for promoting City2Surf 2017, followed by full social media management services pre and during the event to increase interest and engagement.

The Work

With event participation stagnating in 2016, Fairfax Events called on Example to drive increased interest and engagement in City2Surf 2017 by developing a comprehensive overarching marketing strategy and plan. With a focus on leveraging prominent influencers, developing engaging content (video, visual and written) and ensuring an integrated approach across all marketing and communications channels, Example worked in partnership with Fairfax Events to drive promotion of the event.

 

Following an initial planning and content development phase, Example were tasked with taking control of all City2Surf social media communications. Developing new content pillars to engage with City2Surf’s diverse audiences, Example were able to increase engagement with fans and followers, offering a mix of inspirational stories, training tips and content to lure excitement in the event.

To broaden the appeal of the event, and leveraging relationships with influencers, Example worked in partnership with high profile social media celebrities including Anthony Minichiello, Maz Compton, Christian Miranda, Sally Fitzgibbons, Tom Williams and Lee Roy Elliott to develop content for @city2surf channels and cross-promote via their own channels. Content created by Example for @city2surf channels featured a spread of interactive posts, exciting videos, live content and promotional artwork to communicate key messages and drive engagement.

At the end of the event, Example’s work on managing @city2surf social media channels resulted in a total social media content reach of 4,460,000 (an increase of +44% from 2016), total social media engagements in excess of 83,000 (increasing +3.7% from 2016), and over 4,500 pieces of UGC (User Generated Content) captured.

 

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