Camelot hires Run Communications to promote Olympic Stadium event

National Lottery operator Camelot has hired Run Communications to promote the Olympic Stadium's first public event since London 2012.

Mo Farah: Launched the event
Mo Farah: Launched the event

The agency is working with the operator alongside charity Join In to promote The National Lottery Anniversary Run this summer.

The event, which sold out in a day, will take place on 21 July. It will involve a five-mile run through the Queen Elizabeth Olympic Park and finish on the track inside the Olympic Stadium. 

Run is working across digital, broadcast and print platforms for the event, which has been promoted by Olympic gold medallist Mo Farah and will be attended by 15,000 runners alongside athletes such as cycling champion Chris Hoy.

Agency founder Steve Chisholm said: ‘The strategy will focus on the generation of content involving Chris Hoy and other lottery-funded Olympic and Paralympic athletes.

'This is likely to involve media partnerships, and the approach is very much focused on mass market awareness and recapturing the spirit of the Olympics.’

Join In was created in the summer of 2012 and will provide support, guidance and marketing advice to secure volunteers for local sports clubs.

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