Sway PR Manchester

ABOUT

Sway PR was approached by luxury wilderness experience organiser Primal to raise awareness of a new and exclusive ultramarathon in Scotland.

The 120-mile run challenge, which costs £15,499 to enter, was targeted at high-net-worth individuals and offered luxury elements, including butler service, food prepared by a Michelin star-winning chef, onsite masseurs and a gala dinner at a Scottish castle.

To launch the event, Sway PR invited journalists from three of the UK’s most prominent newspapers with a primarily affluent or senior business leader readership - The FT, City AM and The Times – to a media preview weekend to experience what the event will entail. The resulting media coverage kickstarted a global wave of interest in the event.

Sway PR then engaged and managed media to fuel a debate as to whether luxury has a place in ultra-running – during which we owned the “world’s most luxurious” tag given to the event by the Sunday Times.

Sway PR finally gave the event social proof through sharing the stories of athletes taking part, and following an athlete through a daily diary on Ultra Running magazine.

The campaign has, to date, secured 166 media placements globally, with a coverage reach of more than 509.8 million, including 339 brand mentions and 62 embedded backlinks.

Placements were secured with prominent consumer outlets including BBC News Online, Sky News, Business Insider, The Times, Daily Telegraph, City AM, The Financial Times, running specific media such as Runner’s World and Trail Running, and a significant number of international titles in countries such as the US, Australia, Singapore, Spain, Belgium, Thailand and France.

As a result, more than 100 enquiries were generated, leading to £248,000 worth of bookings, with more deferring to next year’s event due to date clashes.

The PR campaign directly delivered a 1966% return on investment based on bookings for the 2022 event.

MADEIT CREDITS

  • Primal Adventures: The Highland Kings UltraClient
Annual 2022 BronzeRACE LIKE A WARRIOR. RECOVER LIKE A KING: Launching the world's most luxurious ultramarathonPR Project featured: on 2nd May 2022 Contributor:

Sway PR has been a Contributor since 25th November 2015.

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RACE LIKE A WARRIOR. RECOVER LIKE A KING: Launching the world's most luxurious ultramarathon

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