Human Race Appoints WePlay As Digital Agency

Human Race, the organisers of a range of cycling, triathlon and running events, has appointed digital marketing agency, WePlay to help drive participant registrations across its event portfolio for the next 12 months.

The collaboration commenced in September and in less than three months, Human Race is already seeing improved results with entry registrations for the Cancer Research UK London Winter Run up 50% on the 2017 event.

WePlay is also delivering work across Human Race’s other events, which include the Asics Greater Manchester Marathon, the cycling event L’Etape Wales and eight other UK long-distance running, cycling and triathlon events.

The agency has also taken steps to ensure that Human Race’s campaigns perform more efficiently across integrated digital channels, cutting the costs per new race entry acquisition by 50% year-on-year.

Luca Massaro, chief executive of WePlay, commented: “We are thrilled to have the opportunity to work with Human Race to expand their presence in the UK. The results we are seeing so far are fantastic and reflect what WePlay always strives to achieve: delivering effective and efficient digital marketing campaigns that drive tangible results and returns for our clients.”

Nick Rusling, CEO of Human Race Group Ltd, added: “When appointing a company to manage our digital marketing, it was essential that we had an innovative agency on board who respond with enthusiasm to the ambitious targets we are working towards. We are delighted with the results that WePlay have delivered so far and we are greatly looking forward to working together on the exciting campaigns that we have planned over the next 12 months.”

WePlay’s work with Human Race follows recent campaigns for FC Barcelona, Rugby Football League, IRONMAN and England Hockey.