--- type: PLAN asset_id: PLAN-REB-IM703-WTC-MarketingPlanEN-v01 version: v01 status: Draft owner: Victor Heredia sherpa_owner: Jay fecha_creacion: 2026-07-15 fecha_ultima_actualizacion: 2026-07-15 intellbank: IB-REB-Rebelocity subbank: PB-REB-Rebelocity proposito: > WTC-facing marketing plan (English) for IRONMAN 70.3 Encarnación 2026, built as an analogue to the 2025 plan delivered to WTC, highlighting the changes and adjustments Rebelocity is making for the second half of 2026. Derived from the internal plan PLAN-REB-IM703-Encarnacion-MarketingDemanda-v01; internal targets and sensitive positioning kept out. referencia_canonica: - PLAN-REB-IM703-Encarnacion-MarketingDemanda-v01 (internal source plan) - Marketing Plan 5i50 & 70.3 Encarnación 2026 (2025 WTC reference format) tags: [PLAN, WTC, IRONMAN703, Encarnacion, 2026, english, marketing] --- ## Asset Header - **Asset ID:** PLAN-REB-IM703-WTC-MarketingPlanEN-v01 - **Version:** v01 - **Status:** Draft - **Owner:** Victor Heredia - **Sherpa:** Jay - **Ratificador:** Victor (L3) - **IntellBank:** IB-REB-Rebelocity - **SubBank:** PB-REB-Rebelocity - **Tipo:** PLAN — Strategic Plan (WTC deliverable, English) - **Propósito:** Marketing plan for IRONMAN 70.3 Encarnación 2026 to share with WTC, highlighting H2 2026 changes. Analogue to the 2025 plan. - **Última actualización:** 2026-07-15 --- # 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** --- ## 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**. In practice, this means we are 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 our 2025 participation and consolidate Encarnación as the premier triathlon destination in South America. This document is written as an analogue to the plan we shared with WTC in 2025, and it highlights the **specific changes and adjustments** we are making for this cycle. --- ## Key Changes & Adjustments for H2 2026 The following are the most relevant shifts versus our previous plan. Each is expanded in the sections below. 1. **Single-event focus.** With the 5150 already completed, 100% of the marketing operation is now concentrated on IRONMAN 70.3. The 2025 "bundle" strategy has been retired in favor of dedicated 70.3 growth. 2. **A demand-generation approach with real measurement.** We have introduced self-reported attribution ("How did you hear about the event?") to capture word-of-mouth and community-driven registrations that last-click tracking misses — and to direct spend where it truly works. 3. **A direct WhatsApp community as our primary warm channel.** Led by journalist and broadcaster Marcelo La Gattina, we have built a WhatsApp community of **~500 engaged athletes**, now our fastest and most direct line to prospective participants. 4. **Relays as a dedicated growth product.** Powered by the new Rebelocity Club, we are actively building relay teams to bring in single-discipline athletes (swimmers, cyclists, runners) who would not register for a full 70.3 on their own. 5. **A bilingual, region-first content strategy.** With the current field roughly 83% international (Brazil and Argentina leading), all content and campaigns are produced in Spanish and Portuguese by design. 6. **New team capacity.** Two key additions strengthen the operation: **Giselle Manzoni** (strategic relationships, press, sponsorship, and the Rebelocity Club) and **Marcelo La Gattina** (public voice, live content, and Argentine-market reach). 7. **Rebelocity Club launch.** Our community platform launches this cycle as the backbone for relays, athlete benefits, and partner relationships. 8. **A renewed on-site experience.** The Expo moves to a new venue — the historic "Tinglado" at the train station — and we are introducing a premium VIP experience for a select group of athletes and their companions. 9. **Stronger institutional alliances.** Deeper coordination with national and local government (MITIC, Marca País, SENATUR, the Municipality of Encarnación, Posadas, Yacyretá) and a cross-promotion alliance with IRONMAN Brazil. --- ## 1. TriClub Activation *(updated)* TriClubs remain our highest-efficiency channel. We are formalizing what was previously informal: several clubs were already bringing athletes organically through promo codes, with no structured program behind them. **"Build Your TriClub" program:** - Two tiers — *Club* (3–9 members) and *Club Pro* (10+ members). - Incentive: 15% discount plus **one free entry for every 10 registered athletes**. - Team jersey with the club's name (three styles) for teams of 10+. - A dedicated Rebelocity club page with its own code, photo gallery, and a collaborative promotional post. - Coach benefits: VIP briefing, team spotlight on event channels, and a direct line to the organization. We are targeting clubs across Paraguay, Argentina, and Brazil, with individual athlete goals per club. --- ## 2. Social Media — Organic & Paid *(updated: demand-first)* **Organic** remains our primary reach engine, led by Instagram, and is being extended with a consistent bilingual (ES/PT) calendar across Instagram, TikTok, Facebook, and YouTube. **The key adjustment** is sequencing: we now build and measure demand through organic content and community *before* scaling paid media. Paid advertising is then focused on retargeting and lookalike audiences of confirmed registrants, prioritizing video, in our core markets (Paraguay, Argentina, Southern Brazil). --- ## 3. One-to-One Campaigns *(continued & scaled)* We continue our direct outreach: messaging engaged followers on Instagram and WhatsApp, cross-checking them against registration data, and reaching out individually to understand and remove whatever is preventing them from signing up. This remains one of our highest-converting tactics and is now fed by the WhatsApp community (Section 5). --- ## 4. Relays — A Dedicated Growth Product *(new emphasis)* Replacing the previous 5150+70.3 bundle, relays are now a standalone growth product. Through the Rebelocity Club we are running a team-building system that connects swimmers, cyclists, and runners into relay teams — lowering the barrier to entry and multiplying registrations. 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 — journalist, broadcaster, and triathlon voice with strong reach in Argentina — has built and now activates a **WhatsApp community of ~500 engaged athletes**, giving us direct, warm contact with prospective participants. This is 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. Content flows from short clips to posts to WhatsApp to live sessions to recaps published on YouTube. --- ## 6. Influencers & Regional Ambassadors *(expanded, region-first)* We are formalizing a **Regional Ambassador program**: a reference athlete or community leader per city/country — with a strong focus on Brazil and Argentina — each carrying their own code and goal. Alongside them, national influencers and elite athletes share training content and their race preparation, increasing reach and credibility. Given that Brazil and Argentina now represent the majority of the field, ambassador activity and content are produced bilingually. --- ## 7. Cashback Campaign — Ueno Bank *(continued)* In partnership with our title sponsor, we continue the cashback ("reintegro") campaign offering **10–40% back** for registrations paid with Ueno Bank cards — a tactic that proved highly effective in 2026. Promotion runs across social media, bank email campaigns, and outdoor advertising. --- ## 8. Demand Generation & Measurement *(new — the foundation)* The backbone of this cycle. Before scaling spend, we install a measurement system: a self-reported attribution question at registration and in one-to-one outreach, cross-referenced weekly against promo-code data. This lets us see the true impact of community and word-of-mouth — which, given our international, WhatsApp-driven audience, conventional tracking cannot capture — and allocate budget to what actually drives registrations. Progress is tracked weekly against target on a live scenario dashboard. --- ## Additional Initiatives **Renewed Expo at the "Tinglado" (Train Station).** The Expo moves to a new, higher-profile venue, creating a renewed event experience. We are actively promoting exhibitor registration for this space. **VIP Experience.** A premium on-site experience for a select group of athletes and their companions, elevating the perceived value of the event. **Webinars & Live Online Content.** Weekly online sessions covering course insights and training tips from top athletes, with recordings published on our YouTube channel. **Media Partnership.** Continued collaboration with our broadcast partners (including GEN TV) for interviews, promotional content, and race coverage, plus a proposed weekly triathlon/endurance program on TV/radio. **Outdoor Advertising.** Selective high-visibility placements in Asunción (including Ñu Guazú Park) and in Encarnación, coordinated with the municipality. --- ## Government & Institutional Alliances We are pursuing deeper and more durable institutional support for this and coming years, in coordination with: - **National government:** MITIC, Marca País, and SENATUR (tourism). - **Local and binational:** the Municipality of Encarnación, the City of Posadas (Sports and Tourism Secretariats, including a joint press conference), the Government of Itapúa, and Yacyretá. The goal is to firmly link the event to sport, tourism, and regional development on both sides of the Paraná. **Cross-border promotion.** We are also coordinating a promotional alliance with **IRONMAN Brazil** to amplify the event across the Brazilian triathlon community — our largest single source market this year. --- ## Sponsorship *(general overview)* Our sponsorship strategy for this cycle is proactive rather than passive: a structured, client-by-client sales effort supported by mass visibility (outdoor, TV), government partnership, the Expo, and the Rebelocity Club as value vehicles. The sponsorship program is led by Giselle Manzoni and 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. --- ## CHANGELOG | Version | Date | Change | |---|---|---| | v01 | 2026-07-15 | Creation — English WTC-facing marketing plan for IM 70.3 Encarnación 2026, analogue to the 2025 plan, highlighting H2 2026 changes. Derived from PLAN-REB-IM703-Encarnacion-MarketingDemanda-v01; internal targets and sensitive positioning intentionally excluded. | --- *PLAN-REB-IM703-WTC-MarketingPlanEN-v01 · IB-REB-Rebelocity · PB-REB-Rebelocity · July 15, 2026 · Victor × Jay*