Background - Rose Reid were asked to devise a PR campaign to launch the first ever 10 kilometer race through London. This unique event allowed the participating runners through the streets of London. Starting from Piccadilly, the route took in the city's most famous sights including the Houses of Parliament and Buckingham Palace, before finishing at the London Eye.
Objectives - The main object was to raise money for charity. Awareness of the event was needed to generate public interest and raise the profile in the media.
Strategy - Celebrities including Zola Budd, Faye Tozer and Dervla Kirwan were invited to support the event and be part of the PR campaign. Media interest was raised nationwide through interviews in the press along with each celebrity's diary over a two week period before during and after the event.
Results - Over 10,000 people took part in the event raising over £150,000 for charity.
The event has now become a high profile event for the last 3 years.