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.
Recruiting high profile influencers for this challenge event ensured Dream Challenges filled every place on Ride the Night 2018, raising over £1.75M for charity.
Event places filled
Pieces of media coverage
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
"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.
Siobhán Madeley, Communications Manager, EHF
"Promote have been integral in bringing the #EquallyAmazing campaign to life. From the start, Promote knew the importance of each audience within the hockey family and outlined a clear vision of what our key messages and tone of voice should be. The team have worked tirelessly over the last four months to take the campaign from conception through to launch and I am delighted we have created such a powerful campaign that will cut through and drive engagement."
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)
"We are delighted to reappoint Promote PR as the retained agency for Anytime Fitness.
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