SBD/Issue 34/Sponsorships, Advertising & Marketing

Timex Activating New Marketing Initiatives Around N.Y. Marathon

Timex In Its Second Year As Official
Timing Partner Of ING N.Y. Marathon
Timex is in its second year as the official timing partner of the ING N.Y. Marathon and the company is activating the deal with "TV ads, newspaper print ads, out-of-home and a variety of executions around" Sunday's race itself, according to Karl Greenberg of MARKETING DAILY. A new 30-second spot "will run internationally via NBC Universal, nationally via NBC network and locally via WNBC-TV's five-hour broadcast" of Sunday's race. The spot "shows a range of Timex products," and Timex VP/Marketing Heberto Calves said that it "will air seven to eleven times." The company also will run a half-page ad in tomorrow's N.Y. Times and a "full-page ad in the paper's national Monday edition." Timex will be the official timekeeper throughout the course, and "will also offer a commemorative timepiece engraved with the ING New York City Marathon logo." There will be a "Timex-branded truck at the race's starting point in Staten Island on race day offering hand-warmers to all participants," and the company is sponsoring several pace runners as well. Calves said that Timex last year did "relatively little activation because the four-year deal was struck shortly before the race." Calves: "This year, we have jumped it up" (MARKETING DAILY, 10/29).

BORN TO RUN: Are you or someone you know in the sports business industry running in Sunday’s ING N.Y. Marathon? If so, please contact Brian Helfrich at bhelfrich@sportsbusinessdaily.com and let him know. Then on Monday, send him your time and a quick note about the experience to share with our readers.



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