LA MARATHON
The LA Marathon had never come close to selling out. Runners just didn’t consider it a top tier event. So when the race route was redesigned, new ownership wanted a new strategy and brand idea.
After research, we came up with the one thing LA has that no one could claim - “A Landmark Every Mile”. This became the brand premise and tagline.
After research, we came up with the one thing LA has that no one could claim - “A Landmark Every Mile”. This became the brand premise and tagline.
In the months leading up to the race, creative was rolled out weekly. Tweets were written, content was made and celebrities (and other Angelinos) were filmed. For the race itself, course signage was designed and thousands of commorative T-Shirts and books were made.
In the end, the race went from being obscure to trending. From having less than 18,000 runners to over 26,000. It's first sell-out in its 25 year history.
In the end, the race went from being obscure to trending. From having less than 18,000 runners to over 26,000. It's first sell-out in its 25 year history.
Wrote, designed and published a limited edition commerative book.
