Dream Challenges

Influencer recruitment to drive awareness and sign ups for Ride the Night

As the mass participation event market continues to grow, the battle for attendee numbers has become fiercer, especially for events raising money for charity.

We ensured Dream Challenges cut through the noise and got ahead of the competition by recruiting a band of influencers to take on the Ride the Night 100km cycle challenge around London. Our influencers were encouraged to get fully involved, committing to take part in the challenge, and encouraging others to join them, free of charge.

First to sign up was Winter Olympics Gold Medallist Amy Williams MBE and she quickly became an official ambassador for the event at no extra cost. Perfectly timed with the 2018 Winter Olympics where Amy would be commentating, Amy’s role included pre, during and post-event social media posts to her 97,000+ followers along with a raft of media interviews promoting the event.

Three additional influencers were also brought on board including KISS FM DJ Pandora Christie, Sky Sports News and TV presenter Olivia Wayne as well as model and PT Charlotte Holmes. Each provided fantastic social media support across Twitter and Instagram, as well as raising funds for four women’s cancer charities supported by the event.

4,500

Event places filled

Over 40

Pieces of media coverage

Over 700,000

Social influencer reach

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

"Whilst our relationship is still in its infancy, Promote have already brought some fresh and exciting thinking to our campaigns. They have quickly established themselves as an integral agency partner as we strive to elevate the Dunlop brand globally."

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

"Promote’s experience and reputation within sport and fitness is exceptional, and we have benefited from their vast network to establish an engaging influencer programme and steady stream of coverage promoting the nutritional benefits of nut butters."

Sue McIntosh, Head of Marketing, Meridian Foods

"It’s always a pleasure working with Promote. Their recent Behind Every Great Player campaign for the Vitality Hockey Women’s World Cup was something really different for us. It was a simple, yet emotive concept that the whole squad could relate to and helped us to celebrate the unsung heroes behind the players."

Craig Mortimer-Zhika, Communications Manager, England Hockey

"It's been great working with the Promote team again and we love the #SheRows campaign they created to help get more women on the indoor rowing machine. They understand how to create a campaign with media appeal - we're thrilled with the coverage so far!"

Sophie Galasinski, Head of Communications and Marketing, British Rowing

"Promote hosted an incredibly informative social media workshop for our teams with the aim of improving their online profiles. We have had fantastic feedback from the athletes, some great open conversations on social media and it provided a great way forward as we look to inspire and influence others to engage with the sport."

Lisa Pearce, Chief Executive, British Wheelchair Basketball

"It’s been a pleasure to work with Promote over the past few years. They have been such a great help across the Inner Warrior campaign and their expertise has been critical in spreading our message through both regional and national media."

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

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