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ZMIROV_COMMUNICATION_GARMIN_UTMB_2021_VOYAGE_DE_PRESSE_MONT_BLANC
ZMIROV_COMMUNICATION_GARMIN_UTMB_2021_VOYAGE_DE_PRESSE_MONT_BLANC
ZMIROV_COMMUNICATION_GARMIN_UTMB_2021_VOYAGE_DE_PRESSE_MONT_BLANC

HIGH-TECH SPORT - FORM


Event Influencer relations Media relations

GARMIN – UTMB 2021

CHALLENGE

  • 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

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€