We recently completed our first period of work with the, what can only be described as truly epic, international triathlon, Evergreen Endurance. Set over a weekend in September, athletes can tackle three different route distances, with the most challenging, and also most popular, being the Evergreen 228, an iron-distance event consisting of a 4km swim, a 181km mountainous bike leg, and finally a 43km trail run.
We were tasked with raising the event’s profile in the UK, through connecting with the triathlon press as well as creating a Twitter strategy to grow UK followers here, to use the platform to talk to potential athletes about the events.
As with any client, we started the project with an IPOST scan before setting out the road-map of what media updates we’d reach out to the press with. In general, we had a really good response to the event updates with regular coverage in a range of triathlon publications including TriRadar, Tri247, BeyondGoingLong, and Triathlon Business, as well as potential print coverage to come in 220 Triathlon and Triathlon Plus, and social interactions with most publications.
In the two months that we restarted the event’s Twitter account, we managed to reach an average of over 10,000 impressions per month (see chart below for September) and grew the following by just short of 62%, with the growth organic and targeted to the UK audience.
With a view to restarting activity in the coming months when the 2017 event dates are launched, we’ve built a strong base from which we can grow activity and media relations, before extending the net further into the adventure sports press.
Find out more about the event on the website here.