THE BIRTH OF THE EVENT
The idea of the London Landmarks Half Marathon was born in 2014 when baby charity, Tommy's embarked on a strategy to double the amount of money they raise annually from £4m to £8m. After evaluating the different fundraising options available to them, they decided that launching a new mass participation event was the best way forward.
THE GAP IN THE MARKET
With their offices based in the heart of the City, Tommy's noticed a big gap in the market. A central London half marathon taking in the City and all of the captial's landmarks did not exist! Tommy’s took the bold decision to pursue developing and launching a new central London half marathon to benefit both themselves, and many other charities too.
THE GRAND. THE QUIRKY. THE HIDDEN.
The team at Tommy's were also adamant that the London Landmarks Half Marathon would be so much more than just a run and so developed the event strap-line 'The Grand. The Quirky. The Hidden'
The idea being that the route would shine a spotlight on not only London's grand iconic landmarks, but also its quirky and hidden history and gems.
Tommy's also wanted to use the route as a platform for bringing London's history to life and to celebrate London's wonderful culture and heritage.