How smart content made the Enschede Marathon grow
As a proud digital partner of the oldest marathon in the Netherlands, the Enschede Marathon, KEMARI® has not only successfully stimulated the number of digital registrations over the past two years, but also brought the event to life throughout the year. This growing, annual event is the result of a strategy that stimulates and inspires runners with smart content techniques. Runners often train alone for most of the year, but on that one day, they can push their limits and have a unique party together. Our mission: to make them live up to that moment 364 days a year.
By combining data-driven marketing and content solutions with a deep understanding of runners' emotions, we've achieved a 47% growth in enrollments. Together with the Enschede Marathon Foundation, we focus on strengthening the relationship with runners and stimulating new registrations. Our campaigns revolve around participants' personal goals and the unique sense of community of the event, providing a powerful, emotional message.
The Enschede Marathon attracts many new runners every year, but it remains a challenge to get them to return. To create a strong, sustainable relationship, we are committed to expanding the running community via Strava. Here, runners can take on challenges, track their progress and share routes, reinforcing the sense of belonging.
This involvement will help increase the number of returning participants and continue to grow the marathon. Registrations are open for 2025, and the first results are promising. Together with the Enschede Marathon Foundation, we are taking the next step in the digital transformation of this iconic event. This is just the beginning of greater success.
