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.

5,330

Website registrations

184+ million

Media reach

10

Leisure operator introductions

What do our clients think?

"We’ve experienced a positive shift in perceptions for Anytime Fitness in the past 12 months. Promote have played a significant role in achieving this via a constant stream of positive editorial and partnership introductions."

Neil Randall, Director of Sales & Marketing, Anytime Fitness

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Jamie Douglas, Global Marketing Director, Dunlop

"Leandra and Emma put tremendous effort into our Global Press Event, with true professionalism at all times. I was extremely pleased to have them both there, life was much easier with the two of them in control!"

Lucy Johnson, Marketing Director, Polar

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Sue McIntosh, Head of Marketing, Meridian Foods

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Craig Mortimer-Zhika, Communications Manager, England Hockey

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Sophie Galasinski, Head of Communications and Marketing, British Rowing

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Lisa Pearce, Chief Executive, British Wheelchair Basketball

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Clare Cooper, Rugby Growth Manager, RFU

"The Promote team have been with us from the start and they’ve been an outstanding communications partner for nearly four years. Sue’s knowledge and connections across the broader physical activity sector have been invaluable to Elevate. We know we are working with the best in the industry."

Max Quittenton, Director, Elevate

"For over a decade, SIBEC has worked with Promote PR and it has been an absolute pleasure. Promote are an efficient, friendly, proactive team who are always one step ahead, and they have consistently delivered outstanding service with a smile."

David Zarb Jenkins, Event Director, SIBEC

"From the very first moment we had contact with Promote, it was obvious that there was not only a high level of expertise and knowledge but they cared about the message and content, and that combination has seen us deliver a ground-breaking campaign for Hockey across Europe and more importantly for gender balance."

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.
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Siobhán Madeley, Communications Manager, EHF

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