Case Study:
Bridge to Brisbane

Bridge to Brisbane is a major annual running and social event on Queensland’s event calendar, held each September with 5km and 10km courses in Brisbane. Since its inaugural event in 1997, which attracted fewer than 5,000 participants, the event has grown to welcome over 25,000 runners and walkers in 2024.

For more than 15 years, IER has partnered with the team at News Ltd (the event’s owner) to better understand the attitudes and behaviours of both current and lapsed participants. The primary goal of this partnership is to enhance the participant experience, raise vital funds for charity, and encourage the community to improve their physical well-being.

The insights derived from this research have enabled News Ltd to gain a deep understanding of their audience segments, including their motivations, partner engagement, advocacy, and barriers to participation. On occasions, IER has also conducted focus groups with specific target segments to explore particular topics in greater detail, such as purchasing behaviours.

Over the past 15 years, the research has identified significant growth opportunities while monitoring key indicators like overall experience, advocacy, and value for money. A key focus for News Ltd has been keeping the event affordable for the community, and as a result, the event is currently regarded as one of the best value-for-money options within its specific event sector.