MARKET: Arlington County/Washington DC Metropolitan Region
DURATION: October 2016
COMPONENTS: Creative Development (Scripting, Videography, Editing, Graphic Development), Partnerships, Outreach


 

U.S. Army

 The Army Ten-Miler is produced by the Military District of Washington (MDW). Now in its 32nd year, the ATM is held each October in Washington, DC. To allow more than 35,000 runners to reach the Pentagon in time for a 7:55 a.m. start, the Washington Metropolitan Area Transit Authority (WMATA) has opened the metro for years at 5 a.m. Due to SafeTrack maintenance, WMATA was unable to open the system early for the race in 2016.

 
 
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The Challenge

To assist the Army-Ten Miler (ATM) in answering questions about race day travel options for approximately 32,000 runners affected by SafeTrack metro work which limited their travel options to the Start Line.


The Idea

To provide clear, concise information on race day SafeTrack impact to ATM and outstanding assistance to runners who need help with planning to get to the Pentagon for the ATM Start Line on race day.

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The Solution

Copy of detailed travel options and parking directions was drafted and provided to ATM staff for the creation of the ‘Travel’ page on the race website. To provide additional assistance to runners, a dedicated phone line and email address were created to direct all travel questions to our team.

Our staff monitored all lines of communication on weekdays and the day before the race in order to answer travel questions via telephone, social media, and emails in real-time.

Additionally, we produced an informative video, ‘How to go to the Army Ten-Miler - 2016’ that was embedded on the ATM website ‘Travel’ page and pinned to the top of ATM social media pages, garnering over 1,400 views. We also designed a 3x5 card with a race map, travel options, and contact information for race participants.

Distribution of over 1,700 maps, pocket guides, and race programs to 23 hotels where runners were staying during race weekend was completed several days prior to their arrival. We contacted hotels via email before delivering the materials and provided detailed parking directions and maps for their concierges to have on-hand.

At the ATM race expo, our outreach team wore shirts which we designed that said ‘Getting You There’, they provided answers to all travel related questions to over 12,000 runners, and distributed over 11,500 of the 3x5 informational cards we designed