San Diego Running Co.
Santa Run Media Relations Campaign
Overview
Based in California, San Diego Running Co. is an event production company dedicated to bringing the San Diego community together through unique, memorable running events that tell a story and empower people to get out and enjoy new experiences.
Challenge
In 2017, San Diego Running Co. (formerly High Performance Movement) hired Brossman Communications to help raise awareness of its company and its signature “San Diego Santa Run” event among target audiences via media relations. Then in its fifth year, the event is a festive 5K where participants don Santa suits and run a course, complete with music and entertainment in the Pacific Beach community.
Solution
With just two months before the event date, Brossman Communications hit the ground running, immediately outreaching to local, long-lead publications, including San Diego Magazine, Family Magazine, Giving Back and Presidio Sentinel Magazine to provide details, photos and other assets for coverage in their December Issues.
Following outreach to long-lead publications, Brossman Communications drafted press materials, including a calendar announcement, press release and a media advisory and began pitching and coordinating coverage in short-lead print, digital, television and radio media outlets.
Results
Brossman Communications’ efforts resulted in extensive media coverage of San Diego Running Co.’s event, with it being included in every major San Diego outlet, including print, digital, television and radio. Examples of earned media coverage include the San Diego Union Tribune—the city’s major daily newspaper—FOX 5 San Diego, the San Diego Community Newspaper Group, Southern California Life Magazine and Presidio Sentinel Magazine, where it made the cover. In total, the exposure resulted in more than 2.7 million impressions for the event that now boasts 25,000 participants annually and was named the “Best Fun Run in the US” in USA Today’s 2023 10 Best Readers’ Choice Awards.
