Bay to Breakers 10K Race

“One heck of a party.” That’s the G-rated description. Attendance for the race continues to outpace registered runners and the revenues. Despite significant sponsor revenue, costly bills from The City of San Francisco make the race a huge financial risk for its promoter. The marketing effort was charged with increasing registration by 5%. The solution was to start marketing 30 days sooner, with a creative campaign that showed participants already had their numbers and costumes on, going about their everyday lives. It was… one heck of a party.