Celebrating an awards shortlisting... again!
So, we’ve been shortlisted for a CIPR award.
Checks nails. Dusts dirt off shoulder.
This time, it’s for the category of best Travel, Leisure or Tourism Campaign, covering our work with Monix Adventures.
Co-founders of Monix, Rhys and Laura Jones approached us back in 2016 in the hope of raising the profile of their company – a high-end adventure travel specialist, which consults with clients to deliver tailored experiences, that could be anything from mountain expeditions in Bhutan to trekking in the Ngorongoro Highlands of Tanzania.
Some of their stuff is pretty wild, to say the least.
Rhys and Laura were looking to create a campaign that would generate press interest around their offering (i.e. adventure tourism) whilst simultaneously boosting the profile of Monix itself. With that in mind, we created a campaign that incorporated challenges and adventures alongside a sufficiently newsworthy spin.
The newsworthy element was provided by Laura herself, who was keen to complete her first marathon, with a desire to do more. Inspired by her ambition, we looked at weaving this into the narrative so decided to incorporate various activities spread over a period of time. The campaign consequently transformed into the ‘I Can Run 7’ challenge, which saw Laura looking to complete seven marathons on seven continents over the course of a year – including the high-altitude Mount Everest and Kilimanjaro marathons.
Given the nature of the campaign, it was decided that the central aim would be to fundraise for charities close to Laura and Rhys’ hearts, namely the Scouts and the Jonny Wilkinson Foundation.
With the key campaign decisions made it was then time for the proof of the pudding.
Subsequently, we managed to secure 83 pieces of media coverage in publications such as the Metro and Women’s Fitness, along with regional coverage in the Dorset Echo and Wales Online. Additionally, our social media team managed Laura’s Instagram, Facebook and Twitter accounts during her challenges, which generated around 1,500 extra new followers.
The ‘I Can Run 7’ website, set up by our team, helped to maintain and upload content regularly, which resulted in an average of 2,400 unique users per month.
In addition to achieving a personal best, Laura managed to raise £10,000 for her chosen charities thanks to the press and social activity. The campaign also proved beneficial to Monix Adventures, which, as a result, received a huge boost in sales during the fundraising period, along with a surge in enquiries from clients who were interested in trying similar challenges.
All in all, a very successful undertaking and one we were very proud to be involved with. Here’s hoping that, come awards night, we’ll be raising another glass of champagne to celebrate an award-shaped cherry on top of our lovely fundraising cake!