With the ultra-marathon market becoming overcrowded in the UK, it was important for us to showcase what sets the Race to the Stones apart from its competitors as well as activate Dixons Carphone’s sponsorship of the race.  To do this, there were two elements of the race we wanted to bring to life; the spectacular route and the great atmosphere that keeps everyone motivated during the race.

Race to the Stones takes in some of the most breath-taking views in the UK as well as passing through some of the oldest trails. Participants can either choose to run, jog it or walk and can either do 100km non-stop in one or two days or alternatively they can just do 50k on either day. The run appeals to a wide demographic, from ultra-marathon enthusiasts to the more casual walkers and it was, therefore, important for us to consider both demographics. Our challenge was to think creatively about how we were going to get participants and media excited about the event.

Results

40+
Pieces of coverage
Secured
journalists at the Metro, Wareable and fitness influencer The Food Grinder
3,000
Were helped "to break the wall" by a celebrity podcast