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N.Y. City Marathon To Celebrate Runners, Sponsors In New Ads

Marathon Ads Focus On Participants

The N.Y. City Marathon "has a fresh ad campaign breaking this week and new sponsors, including Avis, Ensure and DaimlerChrysler's Smart Car," according to Hilary Cassidy of BRANDWEEK, who reports the total ad spend is about $1M. The in-house developed ads, in conjunction with design firm Flat, N.Y., "depict the various types of runners who participate in the marathon." NY Road Runners VP/Sales & Marketing and CMO Ann Hinegardner: "The theme is celebrating the runners. ... It shows the race is for everybody." The ads tag the marathon's top-tier sponsors, including title sponsor ING, Continental, Asics and Foot Locker, and feature a "tune-in message for the five hours of local coverage and NBC's national coverage." Print ads will run in the N.Y. Times, Sports Illustrated and local and int'l publications, while TV and radio spots will run regionally on Time Warner Cable channels and Clear Channel stations, respectively (BRANDWEEK, 9/29 issue).

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