To spearhead the debut Tough Mudder event in Whistler, organizers were looking for help on the ground to drive awareness and registration. Working under another local agency, we gathered a group of athletes and created a publicity event that rolled out in two waves.
Starting early in the morning, under rainy skies, we welcomed Dawn Chubai & the Breakfast Television ‘live eye’ crew for Tough Mudder training with spokesman – Andy Thom, aka Moustache Man. The group crawled through the mud, climbed, jumped and even swam False Creek for the station’s viewers. After six exciting segments, we closed the morning with Dawn and Riaz Meghji running through the water to join Andy and the athletes for a much deserved Dos Equis.
All other local media were invited to meet Moustache Man and watch him in a Tough Mudder training session mid-day in Olympic Village. Journalists were treated to a peek at what was to come for Whistler competitors, allowing them to file early stories and contemplate story angles for the event weekend.
Tough Mudder organizers succeeded in selling out the inaugural Whistler challenge and hosted their second sold-out event in June 2013.
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