LeadmanTri Brochure

By 3e The Life Time Agency

The Idea

The goal of our project was to introduce a new athletic event, the LeadmanTri life time epic 250, in a manner consistent with our corporate brand message of “the healthy way of life company.” LeadmanTri is not only a new event. It creates a new category in the sport of triathlon. The epic race length of 250 kilometers, over 155 total miles, is longer than even the world-famous ironman. The name is an offshoot of a series of epically difficult endurance races based in leadville, colorado. Our problem was two-fold: build instant name recognition and tie into the equity in the existing “cousin” athletic events in leadville. The design
inspiration also had to do with trying to find a visual connection to our Life Time master brand. The result was the iconic brand of the LeadmanTri and the touchpoints of distance, challange and respect.

Delivery of Work

Our brand was announced and, literally, hand delivered to "the world" by our CEO, Bahram Akradi. Bahram was a featured speaker at the triathlon worldﾒs primary conference, known
as Triathlon America, on Monday, february 28, 2011. Mr. Akradi handed our brand book
out directly to the business owners, race promoters and most fervent fans of the sport of triathlon. We continued with direct mailings of our brand book to professional triathletes, olympians, and past winners of iconic triathlons throughout the U.S. This brand book is
supported by print ads, press releases and a dedicated website.

The Results

While the race is still weeks away, we have a strong field of professionals who have both committed to the event and socially broadcast their involvment in the race via twitter, facebook and other, triathlon-specific websites, along with their own websites and blogs. Excitement is high, and the primary triathlon media outlets have all announced their intentions to attend and cover the event on May 14, 2011.

Credits

Event Sponsors

Additional generous support provided by Lagunitas Brewing Comapny and The Fraternal Order of Eagles #34