To bring to life Flora’s partnership with The London Marathon and their annual ‘Get Town’s Active’ campaign, we set out to get the nation moving by demonstrating the coaching power of star runner Paula Radcliffe and getting her to train TV personality Mark Wright for his first marathon.
Not only did Mark’s marathon story drive coverage, but we also set out to find the UK’s least active town, and took these famous faces on a road trip to visit said town – Brighton – encouraging people to get running themselves, before overseeing a national campaign through influencers to get individuals in towns competing against each other to become the most active.
We were given two great assets to work with – Flora’s official partnership with The London Marathon, and Paula Radcliffe. We also know that people are competitive, particularly when inspired by marathon hype – and so we set out to inspire the nation by shining a spotlight on individual towns across the country and taking Paula to visit the UK’s “least active town” and get them out running.
150+ pieces of coverage
122% over KPI
50+ broadcast hits
100% key messaging in coverage
2.5m reach on social
and 164k engagements across our own and influencer content
