World Athletics Road Running Championship

Project: As a team of four, we were tasked to create a new creative strategy to increase sign-ups for the WARRC, a one-time running event in San Diego, CA, with a 400k budget.

Seek: How do we position this one-time event as more than just a race, as a way to entice people to sign up?

Reveal: People in the Southern California region value community, exercising with others, and having an active social life.

Show: The WARRC is more than just a race, it is a community experience that brings you together with like-minded individuals to be a part of an event fostered by connection and community.

By: Using a combination of paid social media ads, interactive executions, brand partnerships, influencer marketing, and a post-race concert, we will engage our audience and generate chatter and excitement about the event.