Pre-event advertorials were run in ‘Shop’ and other relevant magazines in the ACP stable to invite women to sign up for the Venus Embrace Smooth Stiletto Sprint and compete for $5,000 and a pair of Terry Biviano (Australian designer) shoes.The event delivered maximum awareness by:Securing a photogenic race location with Sydney Harbour views.Strategically placing Venus Embrace branding to ensure brand exposure in all media coverage.Having celebrities attend.An Australian Olympian judging the race.Key TV and Radio shows broadcasting live coverage.Post event advertorials across ACP titles showcasing the winner’s story and participants using Venus Embrace.Having Ninemsn run video of the race online.We optimised sampling opportunities at the event with:An Embrace branded shaving oasis for women to get race-ready using Embrace.A high value goodie bag for all participants to ensure they left with an Embrace razor.

The Venus Embrace Smooth Stiletto Sprint exceeded all expectations. A new Guinness World Record was set with 265 women participating in the race.We delivered strong publicity:35 TV news pieces in Australia and 4 Intl News pieces delivered a combined reach of 86 million.133 Branded editorial pieces in Australian magazines.LIVE coverage on Nova breakfast radio.The sales were phenomenal:Embrace became the no 1 selling Venus Razor and no 2 Selling Female Razor in the entire category within only 22 weeks.Venus Female Shaver category value share at an all time high of 53.6%.