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Tiger Balm City2Surf






Key Pharmaceuticals were looking for a sponsorship opportunity for their iconic Tiger Balm brand which helped them align with a credible sports proposition to help them amplify their brand credentials around pain relief.


We identified running as a key passion to align with, given that it delivers a broad spectrum of fans whether they are a casual runner or an elite athlete. We partnered with Australia’s most iconic run, the Westpac City2Surf, which sees over 80,000 participants run from Sydney’s Hyde Park in the CBD, through the inner suburbs of Rushcutters Bay and Double Bay before sweeping up Heartbreak Hill to Vaucluse and then down to the finish line at Bondi.


As an Event Partner, Tiger Balm was integrated in a number of ways from digital & social activity in the lead up, through to our main activation on the day which was a highly visible, branded marquee with offers of a free post-race massage to engage race goers in the event village at the end of the course. Three lucky winners also received a pair of race passes courtesy of Tiger Balm through a consumer promotion which ran across the City2Surf social pages.



Reached on social


Digital impressions


T-Shirts given away


Massages given at
the activation on race day