• <h1>Santander Bank</h1><h2>Running & Cycling, Charity Duathlon at Circuit de Catalunya: Communication services and Fan Zone</h2>
  • <h1>Santander Bank</h1><h2>Running & Cycling, Charity Duathlon at Circuit de Catalunya: Communication services and Fan Zone</h2>
  • <h1>Santander Bank</h1><h2>Running & Cycling, Charity Duathlon at Circuit de Catalunya: Communication services and Fan Zone</h2>
  • <h1>Santander Bank</h1><h2>Running & Cycling, Charity Duathlon at Circuit de Catalunya: Communication services and Fan Zone</h2>
  • <h1>Santander Bank</h1><h2>Running & Cycling, Charity Duathlon at Circuit de Catalunya: Communication services and Fan Zone</h2>
  • <h1>Santander Bank</h1><h2>Running & Cycling, Charity Duathlon at Circuit de Catalunya: Communication services and Fan Zone</h2>

Banco Santander

Running & Cycling, Charity Duathlon at Circuit de Catalunya: Communication Services and Fan Zone

Objectives

  • Adapting the sponsorship platform to popular sports around a charity running and cycling event (organised along with the FEM – Multiple Sclerosis Foundation)
  • Exploiting synergies with other sponsorships (Formula 1, M. Indurain, etc.)

Minerva Marketing Solution

  • Design and implementation of a communication plan with the objective of attracting participants: press conference, advertising campaign, videos by influencers, etc.
  • Design, production and animation of recreational spaces at the circuit’s pit garages for 2 days: spinning & rollerblading masterclass, personalisation of cycling helmets, Formula 1 Pit Stop Challenge, etc.

Results

  • 3,000 participants, 10,000 attendants
  • Extensive media coverage: 10.4 million impacts (TV, print, online)

Other references