Case study / race communications
Loures–Odivelas–Loures Half Marathon
Walk and Run Portugal asked Mariana Figueira to create the communications for the fourth edition of the race in 2026. Her work started on Instagram and ran through to the bibs, medals and finish line.
A race between two municipalities
The 2026 race connected Loures and Odivelas again, reviving a tradition from the 1980s and 1990s. The organisers wanted to establish a presence on Instagram and reach people who hadn’t heard of the race.
From the first post to race day
Mariana planned the content and adapted the visual identity for posters and outdoor advertising. On race day, the same design appeared on shirts, bibs, medals and race arches.
Instagram views
370,000+
Total views from June to September 2026.
| Month in 2026 | Views |
|---|---|
| June | ≈ 43,000 |
| July | ≈ 49,000 |
| August | ≈ 69,000 |
| September | ≈ 213,000 |
Rounded figures. From June to August, around 80% of views came from people who didn’t follow the account.
- Instagram followers
-
800+
At the end of September 2026.
- Race entries
-
3,000+
By mid-August, 75% of places had been taken. The race sold out.
Views and followers are Instagram figures. The race figures count entries from all sources.
Sources: monthly Instagram summaries for June to September 2026 and registration data from the organisers, as reported in Mariana Figueira’s portfolio.