Public Relations
LICHFIELD CATHEDRAL DASH
Taking a quirky charity event to the nation’s heart
Every year in the sleepy city of Lichfield there is a race of corinthian spirit of a bygone age. It is one of the UK’s most unique sporting events attracting entrants and spectators from fare and wide
The Lichfield Cathedral Dash started in 1998. Inspired by the sprint around The Quadrangle at Trinity College, Cambridge which featured in the Oscar-winning film Chariots Of Fire, the Dash is a 430 metre sprint around the Cathedral Close within the 58 seconds it takes for the noon bells to chime. It is a challenge of speed and ability, and of those who have taken part less than 30 have actually achieved a sub-58 second time.
Townhouse were tasked with raising the profile of the event with one eye on the 2012 race. All proceeds from the event go to charity so the budget is fairly tight but not only did the Townhouse Team create partnerships with local organisations and sponsors, local members of the media took part thus generating extra coverage. In total 51 pieces of coverage were generated worth £68,000, a return on investment of 3200%.
And to top it all, after nine mentions on BBC Radio 5 Live the Dean of York Cathedral contacted the programme stating he wants a ‘Lichfield Catehdral Dash’ in his city.
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