UTMB countdown: It's good to talk...
With just a few days to go until the festivities begin in the French Alps, North Face (primary event sponsors) have issued a preview communique spelling out their social media and communications strategy – leading up to and including the event itself…
Integrated Communications Strategy Allows Public to Participate in The North Face® Ultra-Trail du Mont Blanc®
For immediate release. Lugano, 17 August, 2010:
The North Face®, the world’s premier supplier of authentic, innovative and technically advanced outdoor apparel, equipment and footwear, today announced an integrated communications strategy that will allow enthusiasts to follow the adventures of the world’s premier athletes, including nine The North Face® athletes, at The North Face® Ultra-Trail du Mont Blanc® (UTMB®) during August 24-29th 2010, in Chamonix, France.
Widely hailed as the greatest endurance event on the planet, the 8th annual The North Face® Ultra-Trail du Mont Blanc® comprises four separate endurance events, including the 98-km Courmayeur-Champex-Chamonix (CCC®), the 111-km Sur les Traces des Ducs de Savoie (TDS), the 240-km team event La Petite Trotte à Lèon (PTL), and world-renowned 166-km The North Face® Ultra-Trail du Mont Blanc® (UTMB®).
Taking place almost entirely on remote open country trails, some with considerable exposure, the headline course, The North Face® UTMB®, crosses nine high elevation mountain passes and ridges, making for a total positive height gain of 9,400 metres, as it circles the Mont Blanc massif through three countries—France, Italy and Switzerland.
Enthusiasts all over the world are invited to follow the entire The North Face® UTMB® event via The North Face® communications campaign. Truly global, covering all time-zones, it provides around-the-clock coverage, including an interactive website, consistent updates on The North Face® blog, plus regular posts on dedicated Facebook and Twitter links.
Reporters based either at the nerve centre of Chamonix, or scattered across the course, will dispatch race updates with images, text and video throughout the entire event. For on-site spectators, The North Face® retail store in the heart of Chamonix will broadcast updated race footage 24-hours-a-day via four huge TVs placed in the store windows.
Of the 5,500 competitors from 58 different nations who take part in the four races altogether, 2,300 will compete at The North Face® UTMB®. Of note, nine runners from six countries will represent The North Face® global athlete team. Between them, this superlative group possesses a veritable trophy room of impressive placements, including five podium finishes at previous The North Face® UTMB® competitions. Running in the men’s division is French superstar Sebastien Chaigneau, who placed 2nd at last year’s event.
Finally, for every hour of the event, The North Face® will hold an online give-away to participants who sign up on the website. A total of 46 The North Face® Base Camp Hot Shot packs will be given away.
For full details and regular updates on the full communications programme, please visit:
facebook (click on UTMB® tab)
