British Triathlon

Supporting the National launch of Tri January

With many people actively seeking New Year challenges at the turn of 2019, British Triathlon wanted to drive 5000 new registrations to their GO TRI website in January.

Working closely with British Triathlon, we created the #TriJanuary campaign. Designed to challenge perceptions that triathlon is for the ‘super fit’ whilst engaging new participants to become involved in the sport, the campaign encouraged individuals and groups to swim or row, bike and run a set distance in January. Whether it was 15km, 25km or 50km, there was no set formula for completing the challenge and you could do it in your own time, designed to fit into even the most hectic of lifestyles.

With high-profile campaign ambassadors including Lauren Steadman, Mike Bushell and BBC podcast ‘You, Me and the Big C’ frontiers, Lauren Mahon and Deborah James, we worked closely with the internal team at British Triathlon to blitz the media. Our utilisation of these familiar faces to support Tri January drove strong media interest including The Telegraph, MailOnline, The I and Press Association.

In addition to establishing the campaign’s title name and campaign strategy, we also created several case studies showcasing ‘real’ stories and the impact of Tri January. We also introduced British Triathlon to key leisure operations across the UK plus industry stakeholders including the CSPN and ukactive to secure support for the campaign.


Website registrations

184+ million

Media reach


Leisure operator introductions

What do our clients think?

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Neil Randall, Director of Sales & Marketing, Anytime Fitness

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Jamie Douglas, Global Marketing Director, Dunlop

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Clare Cooper, Rugby Growth Manager, RFU

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David Zarb Jenkins, Event Director, SIBEC

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Thomas Pedersen-Smith, Development & Education Manager, EHF

"The campaign is the first time we have engaged an agency and wow did we pick the perfect one! Great to see the vision starting to be realised .... a top job by all.

Siobhán Madeley, Communications Manager, EHF

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Thomas Pedersen-Smith, Development & Education Manager, EHF

"It was amazing to arrive at the London Aquatics Centre and see so many smiles! Congratulations for what you’ve done and thank you so much for all the support. Hopefully we’ll have the chance to count on you guys supporting us again in the future."

Rafael Maranhao, Public Relations Senior Manager, International Paralympic Committee (IPC)

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Following a four-way pitch, we were all in agreement that there was ‘only one winner’. We were blown away by their response to our brief - it showed a great level of understanding of the business and the journey we have been on. Promote’s fresh thinking approach is just what we need to cement our position and ambitions as market leaders in the industry.

Our relationship with Promote PR has been a fruitful one and we are looking forward to the next chapter."

Neil Randall, COO, Anytime Fitness UK

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