Comeback for TINEstafetten

Concept, PR and content for TINE 2022

TINEstafetten is a relay race for school children with long traditions. The race has been a yearly tradition since 1993. After a long period with coronavirus restrictions, 2022 was going to be the year that Bislett stadium once again was filled with children, athletes, enthusiastic volunteers, and the joy of running.

The assignment

2022 was the year where the relay would finally be back in its original form. A new message, awareness of its comeback, content production and national press coverage were some of the tasks identified to inspire school classes across the country to participate.

The solution

With the aim of inspiring, informing and increasing registration, a new message was conceptualized: “We can finally run together again". This feeling was brought to life in films featuring children from Ekeberg Skole in Oslo. The film was shown in the weeks before the race. Press work was carried out nationally and locally during the same period as well as during the event at Bislett stadium.

In addition, films featuring sports profiles such as Kjetil Jansrud and Vladimir Vukicevic meeting school classes and having gym classes were made to spread the message.

Volunteers who organized sports activities for children during the corona pandemic all over the country were contacted and rewarded with recognition. They received a diploma signed by president of Norwegian Athletics Association Anne Farseth and CEO of TINE, Gunnar Hovland.

The result

Our PR effort before, during and after the relay race resulted in more than 180 press mentions, including significant visibility on the morning talk show God Morgen Norge with Amalie Luel and Kjetil Jansrud in the studio and an interview with Gunnar Hovland at Bislett Stadium. The films got overwhelming results in social media and the race had over 100,000 registered children and young people who ran together for the first time in two years.