Turn Community Momentum into Record-Breaking Growth

The Challenge

ThunderCloud Subs needed to grow participation and visibility for its 35th Annual Turkey Trot while managing increasing media demand and live-event complexity.

The Solution

Hahn delivered a PR-led, social-first, fully integrated communications strategy that built pre-race momentum, dominated race-day media and extended engagement through real-time storytelling.

A Milestone Moment With Rising Expectations

The 35th anniversary of the ThunderCloud Subs Turkey Trot wasn’t just another race year. Media interest was growing, participation expectations were climbing, and race-day complexity had increased. The brand needed to scale visibility and registration without losing the authenticity that made the event a beloved Austin tradition.

Why This Moment Mattered

The Turkey Trot fuels real community impact. Participation directly supports nonprofit partners and reinforces ThunderCloud Subs’ identity as a purpose-driven, community-first brand. A strong year would drive record fundraising and citywide visibility. A flat year would mean missed momentum in a crowded holiday media cycle.

Strategy Rooted in Emotion and Relevance

Rather than lead with logistics, the campaign led with meaning. The Turkey Trot represents generosity, tradition, and Austin pride. By building the story around those emotional drivers, the campaign generated credibility with media, urgency with participants, and engagement across channels.

Integrated Execution Across Every Touchpoint

PR established early credibility and secured widespread earned coverage across print, digital, and broadcast outlets. Social content drove registrations and real-time engagement, while influencer partnerships expanded reach efficiently. On race day, coordinated media logistics and live storytelling ensured seamless execution and maximum visibility. Post-event storytelling extended momentum through the donation announcement.

Record Participation. Record Impact.

The results were historic. The event drew 25,760 registered participants — the largest Turkey Trot in ThunderCloud Subs history — and raised a record-breaking $615,000 for Caritas of Austin. Media coverage increased 84 percent year over year, generating more than 695 million earned impressions across national and local outlets.

Results

From Tradition to Citywide Phenomenon

In its 35th year, the Turkey Trot evolved from a beloved annual tradition into a nationally visible, record-setting event. The campaign didn’t just grow awareness. It expanded reach, strengthened brand equity, and proved that when purpose and strategy align, community momentum turns into measurable growth.