NATIONAL PARK HALF MARATHONS

COMPANY

Vacation Races

PRODUCT

Running events based around US National Parks

BRIEF

This social campaign promoted three key events in the Vacation Races domestic portfolio.

WHAT I DID

I set the social media calendar for this campaign and queued content before, during, and after the events went on sale. I organized copy and visuals and ensured content was on-brand across all digital platforms (social, email).

RESULT

After collectively revamping our brand and social strategy in 2024, we saw a significant increase in sales for these events. In opening weekend, The Glacier Half Marathon saw a 38% increase in sales compared to the previous year. The Grand Teton & Yellowstone Half Marathons, which are marketed together, saw a sales increase of 129%. In total, these events grossed $135,000 in three days.

Launch Day Graphics

Vacation Races' brand is built upon beautiful scenery and welcoming events. On Launch Day, the goal is to let the imagery of these destinations and the event branding to sell the customer.

Before Launch Day, a lot of time is spent nurturing the audience to prepare them for the opening of registration. The audience is exposed to what an event looks like, are given the opportunity to ask questions via stories, etc.

Pre-Launch Posts

Leading up to a launch, the Vacation Races audience is exposed to a number of beautiful images of the places where they will run and explore after their race.

We lean on company-level branding over event-specific branding at this stage, and rely on experiential copy to tell readers what an event looks and feels like.

WHAT’S NEXT STARTS HERE.

Get in touch at laurenschlusser@gmail.com