Aberdeen Half Marathon
The brief.
Aberdeen had long been without a major mass-participation running event capable of attracting visitors, showcasing the city and establishing itself as a fixture on the UK's sporting calendar.
Event founder Steven Gray set out to change that with the launch of the Hydrasun Half Marathon in 2026, before expanding to a full marathon from 2027 with the ambition of creating "Europe's Coolest Summer Marathon".
True North was appointed as strategic communications and marketing partner to develop the brand, launch the event, build public awareness and deliver a campaign capable of generating immediate demand while positioning the event for long-term growth.
Our solution.
Working alongside the event team from concept through to delivery, True North provided an integrated communications, marketing and creative campaign covering every aspect of the launch.
Our team developed the event brand and visual identity, designed and built two dedicated websites, produced promotional films and creative assets, secured and managed national media opportunities, delivered a high-impact launch campaign and provided comprehensive event-day communications support.
We negotiated and hosted an exclusive appearance by Sir Mo Farah to launch the event, while our creative team captured photography, video and drone footage throughout race weekend, managed live social media coverage and worked alongside media partners to maximise national exposure.
The campaign combined:
- Strategic PR
- Digital marketing
- Branding
- Content creation
- Social media management
- Photography
- Videography
- Event delivery - to establish the event as one of Scotland's most exciting new sporting launches
The result.
Demand exceeded expectations from day one. The Hydrasun Half Marathon sold out within 48 hours of launch, demonstrating the appetite for a flagship running event in the north-east and providing an immediate platform for future expansion.
The launch generated extensive regional and national media coverage, while race weekend content reached almost one million views across social media, introducing the event to audiences far beyond Scotland.
By successfully launching the half marathon and unveiling plans for the full Aberdeen Marathon in 2027, the campaign established the foundations for what is set to become one of the UK's premier destination running events and a major contributor to the city's visitor economy.
Event sold out after launch
Social media video views during race weekend
Integrated campaign spanning branding, PR, digital marketing, content, social media, video, photography and event delivery
What the client said.
"Launching a brand-new event of this scale was always going to require more than just great organisation – it needed a team that understood how to build excitement, create a brand people wanted to be part of and deliver a campaign that would put Aberdeen on the map.
“True North became an extension of our team from day one. They helped shape the identity of the event, led our communications and marketing strategy, secured fantastic media coverage, brought world-class talent like Sir Mo Farah to the launch and ensured every stage of the journey was delivered to the highest standard.
“The response has exceeded anything we imagined. Selling out in 48 hours and seeing our content viewed almost a million times has given us an incredible platform to build on. With the full Aberdeen Marathon launching in 2027, we're only just getting started, and I'm delighted to have True North alongside us as we continue to grow what we believe will become Europe's coolest summer marathon."
Steven Gray, Founder, Aberdeen Marathon
Build your event with True North.
We offer end-to-end support for events of all sizes, from business roundtables to sold-out arena shows.
Event management
We offer unrivalled support to manage all aspects of your event, from booking speakers and organising logistics, through to managing AV, timings and event and delivery.
Event marketing
Events are all about bums on seats. As a full-service agency, we also provide comprehensive marketing support to ensure your event is visible to the right audience.
Content creation
True North's content studio provides full design support to ensure your event looks world class. Our content team can also capture video content to amplify your impact.
Event hosting
True North is also home to some a number of seasoned speakers, broadcasters and professional event hosts who can step up and deliver your event, whatever the occasion.
Let's chat.
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