Ourea Events
Building confidence and clarity for the leading adventure running event business.
Ourea Events are the unsung heroes behind some of the most famous and challenging adventure running events in the UK. The events themselves are both famous and awe inspiring: The Dragon’s Back Race®, the Cape Wrath Trail, Skyline Scotland.
Whilst Ourea has done a brilliant job of making its events – and their sponsors – famous, the organisers themselves have often been the unsung heroes. With future growth of the business in mind, it was time to change this.
The Task:
Drive up entry numbers across Ourea Events’ suite of mountain running challenges.
Our Approach:
We had a two tier approach to the challenge:
Defining the DNA of Ourea.
One thing that links all the events in the Ourea stable is their first class planning, organisation and execution. Nothing is left to chance. They say the definition of an expert is when they make the complicated look easy. Ourea Events certainly do that. Our first task was to define and really highlight the support, trust and value Ourea bring to all their events. Help would-be participants understand that despite the immense physical challenges the events entail, everything else is taken care of. Their events might not be the cheapest, but they are undoubtedly the best and represent excellent value for the support provided.
Bring the events to life.
Every event in the Ourea portfolio has a personality of its own that we were keen to preserve. There’s no escaping the challenge the events represent, so we really focus on this when talking about them. If the cast iron support comes from Ourea, it’s the event brands that lay down the gauntlet and provide the challenge, the urgency and passion needed to take part and achieve goals beyond your current comprehension.
The End Product:
A comprehensive set of brand guidelines for Ourea Events to drive consistency in their visual communications, and build incremental equity between individual events.
A framework and methodology for promoting the Montane Dragons Back® Race and Cape Wrath Ultra events. The visual assets, the tone of voice and messaging, segmented by different target audiences.
Ultimately, a toolkit to provide the confidence and clarity the brand needs for the next stage of its development.
Results:
To date, against a backdrop of decreasing participation in the event sector due to economic pressures and lack of consumer confidence, entries to the Montane Dragon’s Back Race® have increased 30% year on year.