Celebrating the return of mass participation events

The mass participation events industry has been hit incredibly hard during the pandemic. Cancelled events and the loss of funding/fundraising has had a massive impact on the sector.

There is, however, reason for optimism with restrictions now lifted and better times are ahead for the events industry. As a nation, we are also seemingly now more aware of the positive impact of fresh air and exercise on our physical and mental wellbeing.

This summer saw the highly anticipated return of the Threshold Trail Series. The PHA Group’s brief was to promote this summer’s events and showcase that ultras are accessible for all levels of fitness, ahead of tickets going on sale for the 2022 event series.

Working as an extension of the Threshold team, PHA helped communicate that consumer confidence in mass events had returned, as demonstrated by the strong attendance across Threshold’s summer events. This was done through a number of tactics, including:

Spokesperson activation – with a focus on corporate wellness we teed up interview opportunities for the Threshold Sports CEO to talk about the return of mass events, including an interview on Sky News’ flagship business show, Ian King Live.

Case study placement – telling the stories of Threshold’s amazing community and their reasons for signing up to an event.

Regional engagement – working closely with the local media to announce the event’s arrival in the area.

Broadcast coverage – engaging production teams to cover the event, either remotely or on location.


participants took part in the 2021 Trail Series


pieces of coverage

BBC Broadcast

coverage secured at all three of the events

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