---
type: DC
asset_id: DC-REB-IM703-MarketingPlan-WTC-2026H2-v01
version: v01
status: Externo — para compartir con The IRONMAN Group (WTC)
owner: Victor Heredia
sherpa_owner: Jay
ratificador: Victor Heredia
fecha_creacion: 2026-07-15
intellibank: IB-REB-Rebelocity
subbank: PB-REB-Rebelocity
proposito: Versión general en inglés del Marketing Plan del IRONMAN 70.3 Encarnación H2 2026, preparada para compartir con The IRONMAN Group (WTC) — sin metas numéricas internas ni detalle táctico/comercial. Deriva de PLAN-REB-IM703-MarketingPlanGlobal-2026H2-v01.
fuente: Google Doc "IRONMAN 70.3 Encarnación 2026 Marketing Plan" (fileId 1PtOcZe06GRNBsUBAkVDNnSw3ykzudkZFi9epufCeZVY), traído al vault el 15-jul-2026
relacionados:
  - PLAN-REB-IM703-MarketingPlanGlobal-2026H2-v01
---

# IRONMAN 70.3 Encarnación 2026 Marketing Plan
## Second-Half 2026 Update · Prepared for The IRONMAN Group (WTC)
### Event date: October 11, 2026 · Río Paraná, Encarnación, Paraguay

> Versión externa, derivada de `PLAN-REB-IM703-MarketingPlanGlobal-2026H2-v01` (interno). No incluye metas numéricas internas ni cifras de sponsorship.

---

## Overview

Following a strong first half of 2026 — including the successful running of the 5150 Encarnación in May — Rebelocity is now fully focused on delivering a record edition of IRONMAN 70.3 Encarnación on October 11.

Our marketing operation for the second half of the year is being upgraded from a traditional campaign model to a demand-generation model: investing first in the community and content that create genuine desire to race, measuring where our athletes actually come from, and only then scaling paid media on top of that demand. The goal is to surpass 2025 participation and consolidate Encarnación as the premier triathlon destination in South America.

## Key Changes & Adjustments for H2 2026

1. **Single-event focus** — 100% of the marketing operation now concentrated on IRONMAN 70.3 (the 2025 "bundle" strategy with the 5150 is retired).
2. **A demand-generation approach with real measurement** — self-reported attribution ("How did you hear about the event?") to capture word-of-mouth and community-driven registrations that last-click tracking misses.
3. **A direct WhatsApp community as our primary warm channel** — led by Marcelo La Gattina, ~500 engaged athletes.
4. **Relays as a dedicated growth product** — powered by the new Rebelocity Club, connecting single-discipline athletes into relay teams.
5. **A bilingual, region-first content strategy** — field is ~83% international (Brazil and Argentina leading); all content in Spanish and Portuguese by design.
6. **New team capacity** — Giselle Manzoni (strategic relationships, press, sponsorship, Rebelocity Club) and Marcelo La Gattina (public voice, live content, Argentine-market reach).
7. **Rebelocity Club launch** — community platform launching this cycle as backbone for relays, athlete benefits, and partner relationships.
8. **A renewed on-site experience** — Expo moves to the historic "Tinglado" at the train station; premium VIP experience introduced.
9. **Stronger institutional alliances** — MITIC, Marca País, SENATUR, Municipality of Encarnación, Posadas, Yacyretá, plus cross-promotion with IRONMAN Brazil.

## 1. TriClub Activation (updated)

"Build Your TriClub" program — two tiers (*Club* 3-9 members, *Club Pro* 10+): 15% discount plus one free entry per 10 registered athletes, team jersey (three styles) for teams of 10+, dedicated Rebelocity club page, coach benefits (VIP briefing, team spotlight, direct line to organization). Targeting clubs across Paraguay, Argentina, and Brazil.

## 2. Social Media — Organic & Paid (demand-first)

Organic remains the primary reach engine (Instagram-led), extended with a consistent bilingual (ES/PT) calendar across Instagram, TikTok, Facebook, and YouTube. Demand is built and measured through organic content and community *before* scaling paid media, which is then focused on retargeting and lookalike audiences of confirmed registrants.

## 3. One-to-One Campaigns (continued & scaled)

Direct outreach on Instagram and WhatsApp, cross-checked against registration data, to understand and remove whatever is preventing sign-up. Fed by the WhatsApp community.

## 4. Relays — A Dedicated Growth Product (new emphasis)

Replacing the previous 5150+70.3 bundle. Through the Rebelocity Club, a team-building system connects swimmers, cyclists, and runners into relay teams — lowering the barrier to entry. A dedicated "Build Your Relay" campaign runs across the WhatsApp community and single-discipline clubs.

## 5. WhatsApp Community & Live Content (new)

The most significant new channel this cycle — Marcelo La Gattina's WhatsApp community of ~500 engaged athletes, paired with a growing cadence of live sessions (training tips, guest athletes, course insights, athlete stories), scaling from twice monthly through the summer to multiple times per week in the final sprint.

## 6. Influencers & Regional Ambassadors (expanded, region-first)

A Regional Ambassador program: a reference athlete or community leader per city/country (strong focus on Brazil and Argentina), each with their own code and goal, alongside national influencers and elite athletes sharing training content.

## 7. Cashback Campaign — Ueno Bank (continued)

Partnership with the title sponsor continues the cashback campaign (10-40% back) for registrations paid with Ueno Bank cards. Promotion runs across social media, bank email campaigns, and outdoor advertising.

## 8. Demand Generation & Measurement (new — the foundation)

Before scaling spend, a measurement system is installed: self-reported attribution at registration and in one-to-one outreach, cross-referenced weekly against promo-code data. Progress is tracked weekly against target on a live scenario dashboard.

## Additional Initiatives

- **Renewed Expo at the "Tinglado" (Train Station)** — new, higher-profile venue; exhibitor registration actively promoted.
- **VIP Experience** — premium on-site experience for a select group of athletes and companions.
- **Webinars & Live Online Content** — weekly online sessions on course insights and training tips, recorded for YouTube.
- **Media Partnership** — continued collaboration with broadcast partners (including GEN TV) plus a proposed weekly triathlon/endurance program.
- **Outdoor Advertising** — selective placements in Asunción (Ñu Guazú Park) and Encarnación, coordinated with the municipality.

## Government & Institutional Alliances

National: MITIC, Marca País, SENATUR. Local/binational: Municipality of Encarnación, City of Posadas (including a joint press conference), Government of Itapúa, Yacyretá. Goal: firmly link the event to sport, tourism, and regional development on both sides of the Paraná. Cross-border promotion coordinated with IRONMAN Brazil — the largest single source market this year.

## Sponsorship (general overview)

A proactive, structured client-by-client sales effort supported by mass visibility (outdoor, TV), government partnership, the Expo, and the Rebelocity Club as value vehicles. Led by Giselle Manzoni, organized around title, presenter, and gold/silver tiers, plus strategic allies (hydration, mobility, nutrition, athlete kit) and exhibitors. Current partners and prospects include Ueno (title), Powerade, and Hoka, among others. *(Detailed sponsorship tiers and commercial terms are managed separately and can be shared with WTC on request.)*

## Team

| Role | Lead |
|---|---|
| Commercial decisions & public voice | Victor Heredia |
| Channel coordination & website | Ángeles |
| Strategic relationships, press, sponsorship & Rebelocity Club | Giselle Manzoni *(new)* |
| Public voice, live content & Argentine-market reach | Marcelo La Gattina *(new)* |
| Newsletter & email marketing | Anahí |
| Databases | Juan Carlos |
| Content production | Enrico, Paloma, Tuti |
| Athlete Services | Nora |

## Timeline

- **July** — Formalize the TriClub program; launch the Rebelocity Club; install attribution measurement; begin the dedicated content calendar and live-session format.
- **August** — Launch the Regional Ambassador program; intensify one-to-one outreach; run the Ueno cashback campaign; begin volunteer recruitment.
- **September** — Full bilingual AR/BR push; activate the relay-building engine; recognize the most loyal athletes; joint press activity with Posadas; scale paid media on top of established demand.
- **October 1–11 · Final sprint** — Maximum urgency, final live sessions, VIP experience, athlete check-in.
- **October 11 · Race Day** — Real-time coverage and post-race activation.

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## CHANGELOG

| Versión | Fecha | Cambio |
|---|---|---|
| v01 | 2026-07-15 | Creación. Versión externa para WTC, traída al vault desde Google Drive junto con la versión interna. |

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*DC-REB-IM703-MarketingPlan-WTC-2026H2-v01 · Owner: Victor · Sherpa: Jay · 2026-07-15*