Standout
The event and the challenge
TrailsPlus is one of Victoria's leading trail running companies, and its Mountain Series takes runners across five races in some of the state's most beautiful mountain country.
The series was well established and much loved, but the marketing around it had room to do more: reach new runners beyond the existing community, tell each race's story with real impact, and drive more entries across the season.
What we did and what happened
We built a full marketing system around the series. It started with a new Mountain Series website, a dedicated page for every race, and a fresh look for email and social.
From there, a campaign running on three levels at once: a season-long narrative to keep the whole series front of mind, targeted pushes to sell each individual race, and a post-race system nudging finishers toward their next start line.
Trail-runner influencers took on races and shared the experience, always-on paid media reached new audiences, and email carried the conversion, timed around launches and price rises. The races grew accordingly: Maroondah Dam up 93% and You Yangs up 40%, with the newer races building behind them.
