Client:  Herald and Weekly Times

Project Duration:  Since 2006

Size of Core Project Team:  3 staff

Working closely with the Herald and Weekly Times, Jump sits on the event organising committee and is responsible for the media, public relations, event marketing and sponsorship sales and leverage activities for one of Victoria’s largest mass-participation fun runs.

The Herald Sun|CityLink Run for the Kids is a community event, and its primary aim is to raise funds for the Royal Children’s Hospital Good Friday Appeal.

The Herald and Weekly Times, through its flagship newspaper, the Herald Sun, has had a long and proud association with the Good Friday Appeal. The Appeal originated in 1931 when a group of Herald and Weekly Times’ employees got together with sports officials to run a sports carnival that raised money for the hospital, then struggling in the grip of the Great Depression.

It was maintained, funded and nurtured by the Herald and Weekly Times, and since 1956 by TV partner Channel 7.

After a spectacular debut in 2006, the Herald Sun|CityLink Run for the Kids has grown to become one of Victoria’s largest mass-participation fun runs with runners experiencing a tremendous thrill racing over a great course for a great cause.

The marketing and communications program, which Jump has managed since 2007, covers the mass participation entry drive, fundraising drive, the elite end of the race, and most importantly, all the colour and human interest stories that make this event so special.

Jump also looks after sponsor sales and leverage, having introduced new sponsors to the event including Channel Seven, Mazda, Nike, Transurban, The Athlete’s Foot among many others.

Project highlights include:

  • Celebrating its 10th anniversary in 2015, more than 32,000 bighearted and enthusiastic runners and walkers took to the streets of Melbourne raising $1.8 million for the Royal Children’s Hospital Good Friday Appeal.
  • Now after the 12th edition in 2017, the generous efforts of the participants have catapulted the event’s overall donation to the Appeal to more than $15.7 million since the event’s inception in 2006.
  • The event is the single biggest fundraiser for the annual Good Friday Appeal.
  • Development and continual refinement of the marketing and communications strategy for the event, along with a detailed work plan that ensures all elements of the program are effectively delivered.
  • Sponsor sales, service and leverage program that continues to grow the value of the event and the return on investment for event partners.
  • Introduction of social media assets to the event as a means of driving interest, awareness, engagement, entries and fundraising, including the development and implementation of the annual social media strategy for the event.

Jump Media has provided communication and marketing services for the Herald Sun |Citylink Run for the Kids since 2007 and the Jayco Herald Sun Tour cycling event since 2005. The company has always performed to the highest standards with innovative messages and diligent media servicing. Jump is extremely well connected in sporting circles and has been the source of valuable counsel for myself and others in the organising committee for the two events. I would highly recommend Jump Media to any sporting related organisation or company.

Tom Salom
Chairman Run For the Kids and Herald Sun Tour; Network Sports Publisher - News Limited

For further information on the Herald Sun|CityLink Run For the Kids, please visit www.runforthekids.com.au