When The Columbia Threadneedle World Triathlon Series announced it was coming to Leeds in June 2016, we were appointed by Leeds City Council and British Triathlon to deliver a PR campaign to make the event tri-umphant for Leeds.
Representing the pinnacle of triathlon competition in the UK for amateurs and elite triathletes alike, our brief was to generate exposure, excitement and drive engagement for the event in and around the city. Our objectives were to encourage the public to show their support, help sell Grandstand tickets and race competitor spaces and recruit volunteers for the races.
Major sporting occasions are often bound to the back pages so our challenge was to think differently and create a campaign that would achieve high cut-through in the media and on social media channels, while highlighting the key messages and engaging with the public.
We developed a campaign of ‘Inspirational Moments’, encompassing traditional and experiential activities to engage with local audiences – businesses, residents and sports fans – and encourage them to participate as supporters, volunteers and even competitors.
Our campaign included:
This was backed by a detailed media and social engagement programme that supported each of the event partners, with content for athletes to use on their social media channels.
Our award-winning campaign generated over 150 pieces of media coverage across regional and national TV, radio, print and online, reaching an audience of over 60 million people. And on social media, we saw a 350% increase in Twitter followers for @WorldTriLeeds with over 6,000 engagements on Twitter for @WorldTriLeeds in just two months.
But more importantly, our PR helped to positively influence the target audience…
“The team at Aberfield have been a huge factor in the success of the Columbia Threadneedle World Triathlon Leeds. Consistently driving activity forward, Aberfield’s proactive and dynamic team have directly and positively influenced our key audiences, with innovative and creative PR activities.”
Tom Goldspink, Communications Manager, British Triathlon