When we partnered with Bark Eaters Events, they were in the midst of organizing one of the longest-running relay races in the country—from the peak of Whiteface Mountain in New York’s northern Adirondack mountains to the Saranac Brewery in Utica, NY, a nearly 235-mile trek. Their mission is to promote the Adirondack Park, tourism, businesses along the route, and charities in those communities. Add the fact that most of our staff have explored the Adirondacks since we were kids, and that Saranac throws a party at the finish, and it’s easy to see why they qualified as a brand we believe in.
They needed a fun, solid brand, and a forward-thinking integrated marketing approach. Our work for them included a logo, promotional video, print materials, and various media promotional support. Their brand reflects the rugged beauty of this stunning course, and the fun that comes from a team endurance event that builds friendships to last a lifetime. Their brand quickly spread, and became instantly recognizable, with promotions encouraging participants to share on social media. To produce the promotional video, we followed teams of runners along the route—working on little sleep—to capture the emotion of the event that runs non-stop over the course of 36 hours.
The results speak for themselves. The Peak to Brew relay is growing each year, and more races are already in the plans.