For the second year running Redwood worked closely with housing and homelessness charity Shelter to deliver the UK’s largest tower running event. Following the success of the inaugural Vertical Rush in 2009, Redwood once again delivered a major national media programme for the unique event on 25 February 2010, when 900 runners (a 50% increase in participants!) took to the stairs of Tower 42.
In line with its role as the retained PR and marketing team for long term client Tower 42, Redwood ensured that the event bore out the Tower’s exceptional reputation within the City office market. By engaging a range of trade and consumer media at an early stage Redwood worked to identify and capitalise on opportunities to generate high profile publicity for the event and Tower 42. Redwood also once again secured trade press title Property Week as media partner for Vertical Rush, building on the successful relationship developed last year.
Considerable preparation ensured that while extremely busy, Redwood’s press team was fully prepared to manage representatives from the whole spectrum of media on the day, including news/photo agencies and broadcast. Working with Shelter’s media team, Redwood successfully achieved excellent press coverage before and after the event in (amongst others) The Daily Telegraph, The Evening Standard, City AM, Metro, Men’s Health Online, FHM.com and Property Week, as well as coverage on BBC Radio 2, BBC Radio London, Smooth FM and BBC Breakfast (BBC1).
In spite of time constraints, Redwood also managed to enter two full teams into the race; captained by Clare and Megan, the teams ran, walked and panted their way up the 600 ft to the top of the Tower. With more than £1,000 raised for Shelter the Redwood teams have already surpassed their fundraising efforts for Vertical Rush 2009. If you would like to support the Redwood teams and contribute to this fantastic cause please visithttp://www.justgiving.com/redwoodrush2010.
See the press coverage: