The BGR! REI Explorer Virtual 5K and 10K was held to encourage runners to kick off the new year by taking it to the trails and exploring a national park. The trail run event began a year-long celebration of the 100th anniversary of the National Parks Service.
How did you do it?
Mix+Shine planned and implemented a brand marketing campaign to make the event visually recognizable, creating and design bibs, medals, and a custom mailer. Second, we put together a promotion strategy to drive engagement. Forming a strategic partnership with REI and the National Parks Service, we drove awareness of the event among our target audience and encouraged women to get out on the trails.
What was the result?
Awesome. The event kicked off the centennial celebration, raising money for the National Parks and attracting hundreds of minority women. Women across the country hit the trails, and over 170 cities in the U.S. participated. In fact, runners joined in from as far away as Jamaica and Saudi Arabia.