Core disciplines: Events, Experiential marketing


Parallel London 2017


Parallel London is a fully accessible fun run and family festival that takes place in Queen Elizabeth Park. Parallel London celebrates difference, it is a brand platform that helps remove barriers and get people active.



To begin the brand development, we conducted research that showed the reason disability-focused sports and physical initiatives fail to engage is because ‘they focus on impairment or ability’. With this insight, we developed an awareness campaign that shifted attitudes and garner maximum participation. The brand idea: Side by Side is a celebratory call-to-arms that encourages people of all abilities to get active and take part with their friends, family and colleagues.



The campaign was fully integrated, running across social media, digital advertising, DM and OOH marketing channels, culminating in the live event. The campaign was implemented over three phases and was hugely successful – attended by over 5,500 people, social channels grew by over 3,000 followers in just three months and over 500 pieces of user-generated content were shared.


2Shares  Twitter   LinkedIn   Facebook   Google+   Send to a friend 
Interact with innovision