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SBJ/Sept. 16-22, 2013/Marketing and Sponsorships
Marketing for NYC Marathon keeps focus on moving forward
Published September 16, 2013, Page 4
“Certainly, our messaging tonality is respectful and appreciative,” she said. “The research told us [spectators] didn’t want us to issue an apology or to look back; they wanted to celebrate and be inspired by the marathon.”
Accordingly, the campaign seeks to celebrate the marathon as the ultimate connection between fan and event and a demonstration of that shared experience. The campaign will be spread across TV, out-of-home, print, digital, and a social campaign that will promote the hashtag #INGNYCM.
The social campaign will be featured on a total of nine Jumbotrons situated across from the start of the race, as well as along the course and at the finish area. Each will show a feed of tweets and Instagram photos throughout the race.
Tucker said the primary objectives of the campaign are to promote tune-in and other fan engagement, adding that the marketing budget of $3 million to $4 million was comparable to last year.
“After last year, there’s a heightened focus on the [New York City] Marathon, so this is a real opportunity,” Tucker said. “The approach we developed with the agency is targeting the collective ‘you’ and deepening our relationship there.”