2016-2017

Monix Adventures I Can Run 7

Co-founders of Monix Adventures, 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.

Solution

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 set herself a challenge to complete her first marathon, with a desire to do more. Inspired by her ambition, we decided to build on this, with various activities spread over a period of time.

The campaign 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 the central aim would be to fundraise for charities close to Laura and Rhys’ hearts, namely the Scouts and the Jonny Wilkinson Foundation.

Results

With the key campaign decisions made it was then time for the proof of the pudding – shouting about Laura’s endeavours and drumming up support.

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 (with Laura being Welsh, this was a key one!). Additionally, our social media team managed Laura’s Instagram, Facebook and Twitter accounts during her challenges, generating more than 1,500 new followers.

The ‘I Can Run 7’ website, which was also set up by our team who helped to maintain and upload regular content, saw an average of 2,400 unique users per month – which is good going, given it was a blog set up purely for this purpose with no prior traffic.During the course of the challenge, in addition to achieving a personal best, Laura managed to raise £10,000 for her chosen charities thanks to the surrounding 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 – with Laura now firmly positioned as the expert.

At Pic, we love getting involved in campaigns with purpose – and this certainly ticked that box, while generating some great coverage for our client.