//From London to Abu Dhabi - we knew how to deliver world-class Triathlon events…
//IMG Mass Participation Sports
Rights Holder: IMG
Events : London Triathlon/ Blenheim Triathlon / Abu Dhabi International Triathlon (In association with the Abu Dhabi Tourism Authority)
//The Brief
//Outside of my role at IMG consulting, I was also contracted with a team at IMG Mass Participation sports to manage and deliver event PR for the London, Blenheim and Abu Dhabi International Triathlons.
//Drive sale of entries for each event.
//Drive activity for IMG’s commercial event partners including Asics, Speedo and Gatorade.
//Rock N Roll
//Created an editorial partnership with Gordon Smart of The Sun’s Bizarre pages who created a Sun Triathlon Team - connecting them with all of our commercial partners and generating unprecedented editorial coverage for the events.
//Enlisted Formula One driver Jenson Button to take on Moto GP’s Bradley Smith at the London Triathlon.
//Convinced Radio 1’s Vernon Kay to compete at London Triathlon.
//Worked with Gatorade to bring Alastair and Jonathan Brownlee to the Abu Dhabi Triathlon.
//Ran the press office for all 3 x events.
//Results
//Sold-out events each year.
//Unprecedented and continuous non-paid editorial coverage in The Sun and The Sun online.
//Commercial partnership renewals year-on-year.