Boston Marathon 

Building the Brand Identity of an Iconic Event

The brand platform for this historic race, “It’s all about the promises”, is supported by a new creative campaign each year. The campaign spotlights a unique aspect of the race, always featuring race participants who authentically relay the story. In 2011, “93 countries, 26.2 miles and countless promises”, honored the many countries represent-ed at this international event. The Boston street banners featured 8 athletes against their country flags. Online banner ads, editorials, WBZ coverage, and the Twitter feed all built on this messaging in the months leading up to the race. The international theme culminated at the Sports & Fitness Expo’s interactive John Hancock welcome booth’s video program.