LeadmanTri Life Time Epic 250 is a new category of ultra-distance triathlon that was created by Life Time. After our inaugural LeadmanTri event in 2011, online and media awareness peaked, but understanding of the brand was still low.
We created a series of full-page ads to showcase the landscape of the event and mentality of the athletes involved. The client loved the ads so much we created large format posters.
Within the first week of printing, 1,500 posters were grabbed by fans — dramatically increasing the awareness of the matching print ads running in all major triathlon magazines. Participation in our new event location (Bend, OR) is already at 150% last year’s turnout with 6 months until race date.