Tigotà Spring Run
Gottardo S.p.A
The project
Tigotà Spring Run is a charitable running event promoted by Tigotà, a retail brand of Gottardo S.p.A., a company with over 6,000 employees and 750 stores across Italy.
By creating a fully solidarity-driven initiative, the brand sought to expand its mission — originally centred on supporting people in caring for themselves and their homes — to include helping those in need of tangible, life-changing support.
The first two editions of the event, held in Bologna in April 2024 and April 2025, raised €21,000, contributing to the construction and furnishing of the new Women’s Oncology Day Hospital at the Policlinico di Bologna, one of the most recent projects promoted by the Fondazione Sant’Orsola.
The brief
A non-competitive run open to everyone, regardless of age or athletic ability, designed as a moment of togetherness and sport on a spring Sunday in the heart of Bologna, fully branded Tigotà: this was the major challenge we took on through the strategic management of all organisational aspects of a large-scale charitable sports event.
The strategy
Building on over twenty years of experience in event management, we proposed organising a 6 km run within Bologna’s Giardini Margherita, under the patronage of the Municipality of Bologna and in support of the Fondazione Sant’Orsola, featuring a distinctive and recognisable event format.
From handling the administrative procedures to route planning, from art direction to on-site event management, and from the creation of all communication materials to the coordination of press office activities: at SAY we supported the client through every stage of the event’s planning and execution.
Concept Definition
As a first step, we developed the event concept, creating the name “Tigotà Spring Run” to directly communicate the brand behind the initiative, the running nature of the event, and to evoke spring, inspiring ideas of positivity, renewal, and blossoming. The tagline “Let Solidarity Bloom” was crafted to highlight the seasonality and emphasise the charitable purpose of the run.
To ensure cohesive communication and support materials, we designed the official visual identity, refreshed for the second edition while maintaining strong impact and recognisability. We produced all promotional assets, both digital and print, including advertising materials, signage, merchandise, website and campaign designs, social media and newsletter content, and graphics for video edits.
The website tigotaspringrun.com was optimised to tell the project story, explain participation details, manage registrations, and enhance visibility for both the event promoter and beneficiary.
Press Office Service
SAY’s PR team managed press office activities and media relations to increase the event’s visibility and reputation through both online and offline, general and specialised media outlets.
Thanks to a continuous press office service before, during, and after the two event editions, we provided daily press reviews and organised opening press conferences at the Municipality of Bologna.
Event Management and Coordination
For both editions of Tigotà Spring Run, we supported the client with the overall direction and supervision of all organisational aspects. This included liaising with involved institutions, defining the running routes, monitoring and managing registrations, and handling authorisations and administrative permits to ensure participant safety.
We took care of every logistical detail, designing a customised and dynamic setup, and provided art direction, selecting entertainment and coordinating live staff management.
Live Coverage and Creative Content Production
An SAY team of photographers and videomakers was present and active at both events, capturing and telling the event’s emotional story live through multimedia content production. This enabled the client to measure the impact and success of the initiative effectively.
