Ironman Properties is branching into mobile marketing for the first time this summer, in its 26th year. The worldwide triathlon series has outfitted a 28-foot trailer, branded with its own and sponsors’ logos that will appear at 18 events between June and November to show off Ironman-branded performance products from numerous sponsors and licensees.
Another twist: For the first time, the property isn’t marketing directly to triathletes. The events it has targeted are longer road races, such as the Boston Marathon and Chicago Marathon, and some major cycling events, as it tries to reach serious racers who can be lured into the ranks of triathletes.
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| Truck is booked for 18 events this summer and fall as centerpiece of $1 million campaign. |
It’s a $1 million effort, including support in related media, such as runner’s magazines, and it differs starkly from last year’s push in support of Ironman’s 25th anniversary. That $2 million campaign involved print and television buys in general media, such as USA Today, and was a broad-brush effort to raise awareness of the brand.
Ken Strominger, vice president of licensing and marketing for Ironman Properties, said last year’s campaign caused “a clear spike” in company revenue, but he feels there’s a need to hit a more targeted audience this year, despite a much higher cost-per-impression.
“We’re spending $1 million to reach 500,000 people, but we have an extremely compelling story regarding products, performance and our overall brand to tell these serious runners and cyclists,” he said.
Ironman Properties, the marketing arm of World Triathlon Corp., operates or licenses rights to more than 20 qualifying events worldwide, leading up to the annual championship in Kona, Hawaii, in October.
Ironman handles all of its media-buying and marketing in-house. Strominger said not all of the media has been placed for the campaign.
