Case Study

The Argus 400 Challenge gets your "Feet in the Street"

Argus 400 Challenge

To celebrate Bermuda’s 400th Anniversary, the Argus Group has issued a challenge all residents to participate in the Argus 400 Challenge – an incentive to help participants walk, jog or run the 2009 May 24th Half-Marathon Derby. The initial concept was to get 400 new participants in the Marathon but the ultimate goal is to get residents to “put their feet in the street” and promote a healthier lifestyle through exercise. For a minimal fee you will receive training schedules, tips’n’tricks and monthly training power hour sessions where you can meet and train with other participants.

As the advertising agency for the Argus Group, emedia was involved in this project from the start, to assist with the conception and initial brainstorming of the idea and then to develop and execute the marketing plan, which was launched on Thursday 30th October.

Now 1 week into the programme over 100 participants have signed up and the future looks bright for an increase in numbers for the 2009 half-marathon. If you are interested in joining the Argus 400 Challenge go to www.argus.bm or visit their Customer Service Centre in Hamilton.