THE STORYLINE Pat Farmer and Luca Turrini are two unique ultra marathon athletes and World Record holders who have raised millions for several charitable causes. For the past 20 years, Pat has run around and through countries. Most notoriously, in 2012 Pat ran from the North pole to the South pole (21,000km) receiving the Australian Adventurer of the Year award. Former member of parliament, Pat is on the board of the Australian Sports Commission. Luca started running after the loss of a family member to cancer in 2009 and has quickly become known and influential in the running community for his ultra feats. He previously ran 20 marathons in 29 days in Italy and most recently, in 2017 he set the World Record for 24h on a treadmill (261km), reaching a very large online audience. Luca and Pat met in Vietnam during one of Pat s record runs and became good friends. They often joked about running the length of Italy, how fantastic it would be to finish a 50km run with a large bowl of pasta, a glass of wine and a good coffee!
THE CHALLENGE IS ON! 2000KM - 40 DAYS - 50 KM/DAY - From the top of Mount Blanc to the tip of Sicily, through Italy s major cities. The longest Pasta, Wine, Coffee running heist in history!
THE PURPOSE The ultimate purpose of the run is to ENTERTAIN, ENGAGE and INSPIRE a GLOBAL AUDIENCE and give them real value. We capture people s imagination, make an emotional connection with them and make them feel better. Entertainment: Daily updates and interaction via traditional media (radio, tv, newspapers/magazines) and social media (video blogs, podcasts, video live streaming) in Italy and Australia. Production of a 5 episode documentary, covering the running challenge, the journey through Italy, highlighting the people, the places and regional food and wine variance. Our sponsors become part of the documentary in a meaningful and relevant way. Engagement: A world-wide virtual challenge for teams to collectively match the distance covered by Pat and Luca, with prizes to be won, discounts and activation campaigns from our sponsors. Live video feeds from the road and live Q&A sessions. Interactive GPS tracking map for runners and supporters to join on the run. Inspiration: Public speaking engagements prior, during and after the challenge in Australia and Italy. These include government bodies, sporting events, charity functions and gala dinners, schools across Italy, private corporates and sponsors head offices. The running route can go through offices & shops of our sponsors. Brand recognition and business relationships: B2B and B2C through personal endorsement, logo exposure, direct promotional campaigns to our followers and audience reached via traditional media (radio, tv, newspapers) and online social media. B2B relationships between Italian and Australian businesses and institutions.
A SCIENTIFIC RESEARCH Our endurance feat has caught the interest of the University of Kent, School of Sport and Exercise Science director of Research, Samuele Marcora. Professor Marcora is internationally renowned for his work on fatigue and endurance performance, integrating exercise physiology with motivation psychology and cognitive neuroscience. This psychobiological approach has generated several innovative studies including the effects of mental fatigue on endurance performance and brain training for endurance athletes (Brain Endurance Training). Areas of particular interest are how perception of effort influences performance, sleep and the use of caffeine during ultra-endurance events. Professor Marcora and his research team will measure psychophysiological responses daily throughout the challenge, and investigate the effects of caffeine on fatigue by performing a single-subject randomized controlled trial on each of us. This research may lead to a published paper (like this) and help recreational and professional endurance athletes worldwide. https://www.youtube.com/watch?v=zsdugcuadam https://www.kent.ac.uk/sportsciences/people/profiles/marcora-samuele.html https://www.researchgate.net/profile/samuele_marcora https://twitter.com/samuelemarcora
PUTTING ON YOUR SHOW We believe in making emotional and personal connections with people, to build long lasting honest and authentic relationship. We believe in giving something of real value to pleasantly surprise and delight people, so they will tell the world about it! Everyone loves and wants an adventure. We want to take people through our Italian journey and all our next adventures for years to come. We have the story, competence, contacts and capability to produce and distribute assets best suited for YOUR marketing and brand goals: Daily videos, live streams, blogs, podcasts and interviews, product and service reviews, articles for use in social media, online and printed magazines, TV & Radio shows and content for online influencers. Our favourite tools are: Facebook, Twitter, Instagram, Strava The campaign will take place in Australia and in Italy simultaneously for maximum coverage. We have secured Australian TV & Radio partners and the official launch at the Australian Parliament House. We have the support of sport community and key influencer to cover the whole expedition with daily/weekly live updates. A photographer, video production team, food blogger, journalist and ghost writer will follow us around to produce high quality content. This will be condensed into a 5 episode documentary and a book co-authored by Pat and Luca. While the expedition is taking place, runners and relevant key person of influence will be invited to join us for a day in the life of. The spirit is that of the PHILOTIMO of life, adventure, friendship, beautiful places and fantastic food!
REACH This unique campaign has many variables at play. It uses different medium and medias, combines multiple topics and different institutional, private and social channels and will be affected greatly by the influencer & public personalities we will get on board. Excluding our partners markets (food, tourism, wine, coffee.. ), charity affiliations and sponsors endorsements, if we restrict the target market only to be people who RUN in Australia and Italy, the estimated Total Addressable Market is 30million people. Our runners are people aged 25-60 who indicated interest in Running, Endurance Running, Marathon, Half Marathon. Based on our current followers, affiliations and previous campaigns, we are comfortable to guarantee an organic minimum reach of Social engagement (mainly via FB & Twitter, Instagram being new to us): 1.5mil video views, 70K likes, 10k comments/shares *Radio (daily interviews during run): 4.5 million *TV (weekly interviews and one documentary show): 1.6 million RunTV (streams video based experiences to thousands of treadmill/bikes/..screens around the world): 2.5 million *Podcasts, film festivals, presentations: 37 thousands Research papers, book, articles: 50 thousands * represents numbers from Australian audience only. The italian market is 3 times bigger and given we will be running in Italy, it is very likely to produce and additional and bigger reach there. The numbers exclude the reach by association with selected key influencers (free and paid a commission) and public figures we will invite to join us on the run and additional paid advertisement campaigns.
THE GLOBAL GOALS Over the years, Luca and Pat have raised million of dollars for different charities and causes they are passionate about. For this running expedition they are open to work with the major partner s preferred charity or alternatively work with a charity aligned with one of the 17 Global Goals for Sustainable Development - http://www.globalgoals.org/
REFERENCES PERSONAL DETAILS: Hon Pat Farmer AM: Born 14/03/1962 is married to Tanya and has two children Brooke and Dillon. In 2012 he was named Australian Adventurer of the year, Australian politician between 2001 and 2010, Pat remains on the board of the Australian Sport Commission. www.patfarmer.com Luca Turrini: Born 27/07/1978 is married to Lidia and has two children Lorenzo and Allegra. 20 years as successful technology consultant, from 2017 Luca focus solely on endurance running, coaching, corporate speaking, event management and charity fundraising for OUTRUN CANCER, the NFP he founded. www.lucaturrini.com www.outruncancer.com ULTRA-RUNNING PERFORMANCES: Pat Farmer: Has been running extreme Ultra-marathons for more than 35 years. North-Pole to South-Pole via the Americas on foot in 10 months and 13 days, top to bottom of Vietnam, length of India in The Spirit of India Run Lebanon, Jordan, Israel and Palestine, Middle East Peace Run, Trans America Run in 1995 and 1993,Centenary of Federation run around Australia, World Record 10,000km, National Geographic Adventurer of the Year 2012, 2x World Record Simpson desert crossing and so much more. Luca Turrini: 20 Marathons in 29 days across italy, World Record distance 24 hours on a treadmill (261.18km), Grand Canyon Rim to Rim to Rim, Copper Canyon Mexico ultra and many more PREVIOUS MEDIA WORK: Films and documentaries Vietnam run: Film launch at parliament in Canberra and aired on channel 9 Spirit of India run: Film launch November 2017 at parliament in Canberra 24h Treadmill Nationally in Australia at Running Film Festival, broadcasted on Network 10, main guest speaker at SBS Insight program. The event was video live streamed on Facebook and watched by 100,000 people during the 24 hours. Streamed on RunTV : video content distributor to thousands of screens of treadmills, indoor bikes and other kit in fitness clubs around the globe (51+ millions views per year )
LET S DO SOMETHING TRULY MEMORABLE We are inviting Expression of Interest for organisations wanting to be part of The Italian job. For enquiries and sponsorship opportunities please contact Luca - ultraturrini@gmail.com - 0406599821