Initial Research:
What could Sport Wellington do differently to hit their targets for the 2019 Round the Bays event?
- Increased participant numbers
- Increased overall experience satisfaction levels
The Event:
- The runs – staggered starts, around Wellington waterfront – all finish at Kilbirnie park
- 6.5km Run/Walk
- 6.5km Buggy Walk
- 9000 participants in 2017
- 10km Bluebridge Run
- 3500 participants in 2017
- 21km – Cigna Archilles (main sponsor run)
- During:
- Live music
- Food stalls
- Spot prizes
- Massage tents
- 2019 will be its 42nd year
- 2017 had 14,500 particpants, 2016 had 14,300 particpants https://www.stuff.co.nz/dominion-post/capital-life/101515477/Skies-clear-for-Wellingtons-Round-the-Bays-fun-run
- Cigna – main sponsor
- Facebook Page – 10,500 likes – https://www.facebook.com/CignaRTB/
- Twitter – 1150 followers – https://twitter.com/CignaRTB
- Instagram – 540 followers – around 1/5th engagement ratio (followers to likes) https://www.instagram.com/cignartb/?hl=en
- Suzanne De Geus – head of marketing at Cigna, led marketing campaign 2018 – Linkdin – https://www.linkedin.com/in/suzanne-de-geus-30888a15/
- Cross posting from event sponsors primary method of social media marketing
- Facebook Page – 10,500 likes – https://www.facebook.com/CignaRTB/
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- Bus stops – https://www.stuff.co.nz/dominion-post/capital-life/capital-day/100973398/poster-child-for-round-the-bays-inspiring-others-via-a-wellplaced-bus-shelter-ad
- App for the event: Cigna Around the Bays – made by Evento
- http://evento.co.nz/
- https://play.google.com/store/apps/details?id=nz.netproject.rtb&hl=en
- https://itunes.apple.com/nz/app/cigna-round-the-bays/id1163948150?mt=8
- Results from event and previous years
- Itinerary
- Athlete info – results and following
- News
- Map of race and Wellington
- Special event offers from sponsors and partners
- Selfie Filters – User Promo
Interesting Tidbits:
- “The trio took part annually and ran with members of their rugby and netball clubs.” https://www.stuff.co.nz/dominion-post/capital-life/101515477/Skies-clear-for-Wellingtons-Round-the-Bays-fun-run
- Three students from Avalon Intermediate had something to prove as they set off on their 6.5km run….representing the Lower Hutt School and had a bet on with one of their teachers,….”I did it to beat my teacher,” … the students had been training for the last few weeks for the 6.5km run, but there is no word on who won out of the four https://www.stuff.co.nz/dominion-post/capital-life/101515477/Skies-clear-for-Wellingtons-Round-the-Bays-fun-run
- Celebs endorsing the run
- https://twitter.com/MrMikeMcRoberts/status/964965381759688705/photo/1?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E964965381759688705&ref_url=https%3A%2F%2Fwww.stuff.co.nz%2Fdominion-post%2Fcapital-life%2F101515477%2FSkies-clear-for-Wellingtons-Round-the-Bays-fun-run
- Use of the hashtag #CignaRTB
- 2017 marketing campaign started around 4-5 months before hand, picks up the most at the start of summer till the event
- Promo Codes and discounts
- STEP IT UP NZ- http://www.stepitupnz.co.nz/
- Training programs
- Diets
- Lead up to the event under the hashtag #stepitupnz
- Phil Gibbons, Sport Wellington CEO, says he and the wider team were thrilled with the day. “We were focused on delivering an event that was in keeping with our vision that ‘everyone in the greater Wellington regions has a life-long involvement in sport and active recreation’. https://www.cigna.co.nz/blog/media-release/media-release-record-numbers-take-part-cigna-round-bays-2017/#sthash.zeflcdyB.dpbs
- Stuff.co.nz staffers Sarah MacKenzie and Ed Scragg, egged on by their workmates, went head-to-head in Wellington’s Round the Bays. There could only be one winner… http://www.stuff.co.nz/life-style/9761631/A-tale-of-two-halves-in-Round-the-Bays
- 2018 after movie – https://www.youtube.com/watch?v=xaancgcPtWo
197.388 Horizontal Runners 