The creation of The Bend event branding was part of a long-term strategy to develop a series of new and festival-like running events throughout Australia.
Their goal is to create an event brand that was able to have a unique brand personality for each event but also connect as a series. Running on a race track is not new, but the series is. With so many running events globally and a thriving and growing running community, there is more pressure to create different experiences for all levels of ability.
The event branding wasn’t the only consideration for the success off this new event. Running or event websites are notoriously clunky and hard for participants to use and sign up. Our goal for the online brand strategy was the ability for runners to quickly understand the value of the event, get all of the information they need and sign up and therefore convert easily and quickly.
The initial push for traffic was organic and group posting on Facebook which in turn created social awareness in the running community around the event. With no history, the event tickets started to sell with little friction due to the customer journey being design with the actual customer in mind, runners! And no media spend.
The power of community along with careful market analysis set the brand off on a natural course for success.