TRAIL RUNNING GENOM CROSS-MEDIA: : En kvalitativ studie av cross-mediamarknadsföring för John Bauer Trail Run

Sammanfattning: The purpose of this study was to determine how to attract participants from all over Sweden to partake in the John Bauer Trail Run and increase the awareness of it employing a well planned cross-media strategy. To achieve this purpose a thorough study of litterature and research within the areas cross-media and marketing have been done. The method that was chosen for the study was a small-N-study which is a more quantitative type of case study. Eleven different running events have been examined and interviewed to collect the empirical data. The answers that the interviews produced have been analyzed in combination with the studied litterature and this has resulted in a cross-media strategy for John Bauer Trail Run. The key elements of this strategy is that they should have different purposes for their different marketing channels, some more brand oriented and some more call-to-action. These specific purposes should be taken in consideration each time an advert or a message is to be published in the channel and the content should be adapted accordingly. The results of the study are mainly applicable to John Bauer Trail Run but parts of it can be applied to other trail running-events with similar goals as well. This study was limited by the appointed time and resources regarding how many units that has been studied and that only one method was applied.