2016 Detroit Marathon Rebrand
Brief
What problem are we solving?
We provide an ordinary person with an extraordinary experience. We want the runner to have an "i can do this" attitude. We need to compete with other races.
we need to produce registrations and volunteers for the marathon.
what do we want people to do?
Register for races or volunteer
How will our communication work towards achieving this?
The earlier they register, the less expensive it is.
who are we trying to influence?
Runners, fitness buffs, couch potatoes, average joes, companies who want to advertise to 50,000+ people
What are we trying to convey?
Anyone can do this if you se your mind to it
What will help people know this?
photos of average runners, completion images, accomplishments
What will help people feel this?
over 27,800 people registered in 2015 - if they can do it, you can too
how long will this take
8 months
Mediums?
print and digital ads, digital and static outdoor billboards, email, web
Our solution:
Detroit is not a sprint, it’s a marathon.
When people think of a marathon, they can think of how grueling it can be. They might think about the challenge of pushing your body to the limit. They might think about how good it will feel to cross the finish line, and how it would feel even better to be in first place.
But that’s not a marathon, that’s a race, a workout, a sprint or something competitive.
We see the marathon differently. It’s a journey, a voyage of self-improvement where the getting there is just as important as achieving your goal. It’s bigger than any one person. It’s a community, a family and a positive force for change in the city.
This campaign focuses on helping people understand what a life-changing event the Detroit Marathon is, and shows the positive impact undertaking the marathon will have.
Our goal is to make it seem accessible and to market little thought about aspects of the marathon that would appeal to different consumers. We want it to be non-competitive and to highlight the positive changes it will make on their lives.
We can talk about how there are races for everyone, that there are parties and celebrations all day and it’s about a coming together of people from all walks of life.
Pitch
Style Guide
Zipline Whitepaper
DMI print and whitepapers
