THE CHALLENGE
Raccoon Media appointed us to lead their PR strategy across the UK and Europe for the launch of IRX2025 in Amsterdam. With just a six-week lead time from briefing and appointment to the launch, we needed to work at pace to deliver results. Our objective was to bring key media representatives from the UK, Germany, the Netherlands, and France – securing 10 media guests – to the launch event and arranging interviews with Raccoon Media’s key spokespeople, including CEO Mike Seaman.
The ultimate goal was to generate high-quality earned media coverage across relevant trade and consumer outlets.
WHAT WE DID
To ensure maximum exposure and engagement, weexecuted a dynamic multi-territory media strategy:
- Targeted Media Outreach: Led a cross-EuropeanPR campaign, collaborating with affiliate partner agencies to drive attendance and secure high-impact coverage.
- Comprehensive Media Hosting: Managed travel, accommodation, and customised itineraries for journalists, ensuring a smooth and engaging experience throughout their stay.
- Post-Event News Amplification: Maintained media relations after the event and developed a press release highlighting key takeaways from IRX2025, which was distributed to top UK and European media outlets.
- Exclusive Networking Event: Curated a private media lunch at Amsterdam’s Olympic Stadium, providing UK and European media with a premium networking opportunity while enjoying a scenic view of the track.
- Expanded Coverage Reach: Secured attendance from key European media, with features published in major outlets. Additional coverage from Mystical Miles and Trail Running DE is expected later in the year.
Furthermore, we generated news announcements from press unable to attend, extending the event’s awareness and reach.
THE IMPACT
Our campaign successfully amplified the IRX2025 launch, securing widespread coverage across key European and UK media channels:
17
pieces of coverage
630M
estimated views
30M
audience reach
18
engagements
57
average domain authority
By delivering a seamless media experience, facilitating high-profile interviews, and securing top-tier coverage, we successfully positioned IRX2025 as a must-attend industry event in Europe.
Find out more about The International Running Expo 2025.
