Virgin Active and Marcel Sydney create ‘Second Finish Line’ at Australia’s biggest running race

Yesterday morning Virgin Active via Marcel Sydney, pulled a sneaky one on Sydney’s biggest running race, with a real-life demonstration of their commitment to ‘going the extra mile’ – by creating a second finish line exactly one mile after the race’s official end.  

Elite runners from the Sydney Striders running group shocked onlookers by not stopping once they passed the official finish line. They continued running passed the crowds towards Virgin Active’s Second Finish Line in Marks Park, Tamarama.

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Says Adele Rogers, PR and social media manager, Virgin Active: “We wanted to inject a bit more fun into Sydney’s most iconic fun run. Virgin Active is all about helping people go the extra mile, so what better way to show this than by actually getting people to do it.”

The Striders were happy to get on board in name of good fun.

Says Dave Criniti (Sydney Striders) who came 9th overall and was the first to cross the Second Finish Line: “When Virgin Active contacted us we were initially surprised, but it sounded like a laugh, so we decided to do it. We’re serious about our running, but it’s just a bit of fun anyway…it seemed like a perfect fit.”

Says Scott Huebscher, ECD of Marcel Sydney: “Virgin have a history of doing audacious and cheeky stunts, so this felt right on brand. It was guerrilla marketing in the truest sense. Credit to our Virgin Active clients and agency staff for all mucking in to make it happen.”

Virgin Active Ambassadors Jill Wright (@iamjillwright) and Brittany Bloomer (@brittbloomer) were there to give support.

Agency: Marcel Sydney

Director/Editor: Tim Kindler