27 August 2010
Tesco Great School Run success
The results are now in from our work on the Tesco Great School Run, organised by Nova International, the organisers of the iconic Great North Run.
We began work for Nova in March 2010 to handle the PR for the UK’s biggest fun run.
Now in its sixth year, the Tesco Great School Run this year attracted over one million 5 to 11-year-old children from more than 4,000 schools and was backed by major national and international sporting celebrities including Colin Jackson, Katharine Merry and Benita Johnson.
Our challenge was to help make the run bigger and better than ever, raising awareness of the 2k run, which included five finale events and a series of UK school visits over a three month period.
Our work, which included promoting the series of runs across the UK resulted in 108 pieces of coverage from 97 different media outlets; 20 pieces of broadcast coverage (16 radio and 4 TV); 4 pieces of national coverage included the Daily Mirror, Athletics Weekly and STV and an AVE of £668,973 – the best the event had ever achieved.