Whale-like-fish has provided PR support for the Inverness Half Marathon & 5K since 2020.
For the 2020 event, which took place in early March, we started PR activity three months in advance of the event. We worked quickly to make the most of opportunities to increase sign-up to the races, weaving in key messages of the event and needs of sponsors and charities to all communications. The following press releases were sold-in to media:
- New Year release using research and statistics that an increased number of people have taken up running to get mentally fit
- Return of the first ever winner of the Inverness Half Marathon – his 25th time participating in the event
- Final call for entries to encourage people to sign-up
- Record number of entrants, detailing figures for the 2020 event
- Full results release immediately following the Half Marathon & 5K, with photography (plus a release pre-drafted if a course record was set)
Press releases were supplemented with runner case studies identified by Whale-like- fish. Case studies were offered to media and used on the Half Marathon’s website and social media channels. Case studies included runners from key target areas for sign- ups, including the central belt of Scotland.
Whale-like-fish also undertook influencer engagement; approaching media and social media influencers to take part in the Half Marathon or 5K, with the aim of increasing the online reach of the event amongst running enthusiasts. A number of influencers were signed up, with others keen to participate in in 2021.
Influencers including Short Girl Runner, Running Beside Me (Owain and Mandy Williams) and The National journalist Andrew Learmouth signed up. Influencers took part in the races in exchange for social media posts, reviews of the event and shared their training tips which Whale-like-fish developed into blog posts.
Case studies and blog posts created by Whale-like-fish included:
- Start the New Year as you mean to go on: Post on new year’s resolutions to keep physically and mentally fit through running
- Short Girl Runner hopes to set new PB at Inverness Half Marathon: Story developed on Short Girl Runner’s training plan and her hopes for the Half Marathon
- One run changed my day, many runs changed my life: Case study on London runner who found a passion for the sport when she took it up to deal with a traumatic time in her life
- Taper your way to success: Post on tapering your training ahead of a half marathon developed with the manager of Run4It Inverness
- Running led to positive mindset and weight loss for Edinburgh teacher: Case study of Half Marathon participant who lost weight and found benefits for her mental health after taking up running
- Edinburgh Subway owner carb loads for Ironman challenge: Case study on Half Marathon runner who was using the event as a training race for an Ironman later in the year
- Running playlist: What are your favourite songs to run to? (working with HealthUnlocked to develop lists from its community of runners)
- Food to go faster! Fuelling tips for a half marathon (working with HealthUnlocked to develop recipes and food suggestions from its community of runners)
- Fuelling, clothing and strategy: Race tips from Running Beside Me (Owain and Mandy Williams)
Whale-like-fish also supported the in-house team on social media content, drafting content for the above posts and sharing Instagram and Facebook Stories on race day. We also worked with the Inverness Run4It store to develop a social media competition.
Whale-like-fish was the first point of call for all attending media and photographers on race day and on standby at all times should any crisis situations arise.
Results
68 pieces of coverage were secured across print, online and TV, with additional coverage from influencers.
Coverage secured included The Scotsman, BBC Alba, Press & Journal, STV News, Moray Firth Radio, i (The Independent), Scottish Field, Highland News, RunABC Scotland, Athletics Weekly, Scottish Running Guide, Run Britain, Aberdeen Evening Express, Inverness Courier, Fife Today, St Andrew’s Citizen and The Highland Times.
Reach of coverage totalled 1,366,332.
Whale-like-fish was then appointed to undertake PR and social media activity for a postponed event in 2021 and again in 2022-2026.
Got an event you need PR support for? Get in touch on hello@whalelikefish.co.uk to see how we could help!
Photography: Inverness Half Marathon & 5K