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May 14th


Posted in Events

Vancouver Sun Run

Congratulations to Canwest and the Vancouver Sun for their leadership role in organizing another stellar Vancouver Sun Run this past Sunday.  The Sun Run, Canada’s largest community 10K run, accommodates all levels of runners from elite athletes to families who just want to get outside and enjoy the energetic atmosphere.

It was a gorgeous day for a run and over 50,000 people flooded the downtown core to participate.  The 10K route heads west down Georgia Street, into Stanley Park, along the shoreline of English Bay, over the Burrard Street Bridge, and back over the Cambie Street Bridge to the finish line at BC Place Stadium.

At the end of the run, participants were welcomed in the sponsor sampling area.  Runners could enjoy a cold juice and a bagel from Oasis, talk to New Balance about running shoes, or refuel with chocolate milk from Island Farms. Visit this link for a complete list of event sponsors. http://www.vancouversun.com/2010sunrun/sponsors.html

On my way home I was thinking about the sponsors and I was surprised to note that I easily recalled several of them from memory.  It wasn’t because they were doing really unique things. In fact, the sponsorship activations were focused on sampling, typical of a community run.  What the sponsors were doing right was providing their target with what they wanted, event-appropriate products, in very relevant ways.  Isn’t that the definition of successful sponsorship activation?  It was a good reminder that sponsors don’t always need to be bigger and better to be memorable. Sometimes you just need to give a thirsty person something to drink.

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