- Optimize Garmin visibility as a partner of the 2021 UTMB edition
- Generate optimal visibility for the brand before and during the event
- Convey the brand’s key messages
- Consolidate the relationship between Garmin and selected media / influencers
- Trigger authentic and visually impactful content on social networks and in the press
HIGH-TECH• SPORT - FORM
Event• Influencer relations• Media relations
GARMIN – UTMB 2021
CHALLENGE
ACTION PLAN
Team PR Runners
- Composition of a team of 5 journalists and influencers specialized in sports/lifestyle: L’Équipe, L’Express, GQ, Doc Du sport and Trail Session to prepare the race
- Gifting of a FENIX 6S product
- Personalized training program linked to the watch with a renowned coach between April and August 2021
- Meeting with the emblematic athlete Xavier Thévenard during a dedicated trip into the Jura including interviews + training sessions
- Support of runners during the race in Chamonix and meeting with Garmin teams
VIP Press trip
- Organization of an immersive press trip to experience the UTMB at the heart of the event
- Selection of 8 non-captive journalists and influencers
- Follow the start of UTMB race, hiking to the Maison Vieille refuge
- Welcome of the the race leader after midnight
- Departure from the refuge at night to live an ultra-trailer night experience
- Welcome of the race finalists
- Meeting with Garmin French teams
Limited Edition FENIX GARMIN X UTMB
- Sending of a dedicated press release + follow ups
RESULTS
- 17 press clippings + 76 posts and stories on Instagram
- Ad Media Value: 90 822€
- Including Team PR Runners: 59 474€ / Team VIP trip: 31 348€