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OPPORTUNITY
The Certified Piedmontese Beef Rock ‘n’ Roll Running series returned to San Antonio in 2023 for the race’s 15th occurrence. The CE Group Communications team was tasked with creating local buzz leading up to the event and developing storylines that commemorated its decade-and-a-half history in the Alamo City. Additionally, our team was awarded the responsibility of pre-race and on-site media coordination for race weekend.
SOLUTION
To increase the number of race registrations and spread awareness of the running series, CE developed a public relations strategy that leveraged local media connections to highlight race entertainment, share human-interest stories, and build excitement for the anniversary run. Our team pitched a series of press releases ranging from featured bands that have played along the race route since the earlier years of its occurrence in San Antonio, to stories about 2023 runners that were taking on the challenge of a marathon despite various difficult circumstances. One media station featured a band on their morning show, who had entertained along the race routes for nearly a decade, while another crafted a feature on a couple of runners who were experiencing homelessness.
To maintain positive publicity, it was imperative that CE effectively work with IRONMAN, The City of San Antonio, and local news outlets to communicate to those impacted by race road closures. CE created and pitched a series of media alerts about the route and race closures to reporters, extinguished unfavorable storylines, and reassured the public of the benefits of the running series.
Overall, our efforts garnered 122 mentions, a publicity value of $289,000, and a total UVPM of 26.5 million for the client; and the publicity that was received was positive.