We executed a successful PR campaign to communicate Virgin Sport’s sustainability commitments for 2019. This campaign launched with the announcement that the Hackney Half was to become the largest race in the UK to eliminate single-use plastic from the racecourse.
Our team worked closely with Virgin Sport partners, such as Hackney Council, One Water and Magenta, to develop a compelling narrative surrounding the elimination of over 225,000 single-use plastic water bottles.
Results included: A 4-minute LIVE interview on Sky News with Virgin Sport CEO Jessica Frey, Good Morning Britain, ITV News, Evening Standard, Sunday Telegraph, Runner’s World & Yahoo News.
Hackney Half 2019 achieved a total media reach of over 241 million.
Today's Hackney Half Marathon has replaced 190,000 plastic bottles along the route with recylable cartons and cups. @SkyNews speaks Jessica Frey, CEO of Virgin Sport who are sponsoring today's half marathon #OceanRescue pic.twitter.com/UZC3wORsIa
— Sky Zero (@SkyZeroOfficial) May 19, 2019