IRONMAN 70.3 Atlantic City Triathlon

Announcing and Promoting a World-Famous Race Coming to a New City

LJC represents DelMoSports, a boutique race company founded in 2004, specializing in elite destination events along the southern New Jersey shore and Delaware. After organizing and hosting several annual, award-winning races, their next big endeavor was bringing the world-famous IRONMAN to Atlantic City and LJC was tasked with announcing and promoting it.

Our Approach

Working with the Atlantic City Sports Commission and Meet AC, LJC orchestrated a large-scale press conference on the Atlantic City Boardwalk to announce the race. Utilizing our relationships with local and regional media, we were able to secure every major television news station and print reporters for the event, even though we were not allowed to tell them what was being announced. We also worked with the AC Sports Commission to draft a press release which was given to media at the event and then, following the press conference, we sent it out to industry publications across the country. With several casino closures recently happening in the resort, we also successfully pitched the race as a business story, by emphasizing that attracting this world class sporting event proves AC is still alive and kicking. This was a huge win for the city and the region. We also put out human interest stories on some of the more interesting participants as the race grew near, and of course, kept the media apprised of the winners.

The Results

More than 2,800 registered athletes from all around the world representing 17 countries and 42 states participated in the IRONMAN 70.3 Atlantic City Triathlon. The race not only garnered local and regional media coverage, but also national exposure in major sporting and Triathlete news outlets. The positive press played a significant role in helping Atlantic City at a time when the struggling resort needed a boost. Economic impact studies show that approximately 10,000 fans and supporters came out to cheer on the athletes for this event, generating an estimated $1,358,510 in direct delegate spending and $2,163,413 in total economic impact.