ST&P launches motivating campaign to promote The Age Run Melbourne

Fairfax Media, via agency ST&P, has launched a campaign for The Age Run Melbourne focusing on the goals of participants.

The campaign celebrates the personal milestones set by entrants in the lead-up to the event, as additional support to aid in achieving them. Participants are invited to submit their goals as part of the entry process, with selected responses being used to form the basis of the campaign. Executions launching later this week, with the ‘Run’ tagline, will appear across print, digital, radio and outdoor with a social media component.

Says Briony Amey, Melbourne Publishing Marketing Director for Fairfax Media’s Metro Division: “The Age Run Melbourne is so much more than a running event. Each year, we see thousands of participants give it their all just to cross the finish line, knowing that they have achieved something great, and this year we really want to celebrate that.

“Everyone’s personal journey is different, whether your goal is to beat a personal best, conquer your first-ever run or raise money for charity, there is something for everyone with Run Melbourne. By highlighting these targets, we are not only encouraging participants to share their stories in the hope that others will also set themselves a challenge, but also providing them with the support to get there.”

Terry O’Halloran, Director of Start To Finish Event Management, organisers of the event, said: “Run Melbourne is the community event for the people, and the city, of Melbourne, appealing to all ages and skill levels. This new campaign will further highlight the amazing people who get involved each year.”

Run Melbourne, now in its fifth year, is a community event that will take place on Sunday, July 15 where runners (and walkers) of all abilities can take on a 5km, 10km and half-marathon challenge, along with a 3km kids run that will take place on the day prior. In 2012, the event is expected to attract more than 23,000 competitors in 2012 and raise more than $1.6 million for hundreds of charities through Everyday Hero. Participants can sign up at runmelbourne.com.au.

Media: Mitchell & Partners