FM 2023 complete (1) - Flipbook - Page 19
community. For many London is a ballot
win or a charity run to get a place, so
you feel inclined to make it live long.
•AsarunnerIrarelyhearabadword
about New Balance. It is a popular brand
that has grown in status. New Balance
has developed a London Marathon event
specific design range that is very
desirable. They also provide the finisher
shirt which is strikingly wearable – not
just for its look, but its quality. I have an
embarrassingly large number of event
shirts, but London Marathon is one I
will train in.
•Thebrand-agencypartnershiphas
focus, determination and experience.
The brand ambassadors and demo staff
that I met were great communicators
and above all energetic. If there was a
shopper with an issue, they fixed it.
•‘TestRun’wasdeliveredtomakethe
footwear trial feel like a proper
experience. You signed in to a slightly
quieter area of the store and wore the
shoes under guidance by knowledgeable
hosts with insight.
•Thoughstylishandconsistent,the
TAG Heuer
Committed to a legacy of timekeeping
TAG Heuer is proud to be Official
Timekeeper of the TCS London
Marathon for its eighth consecutive
year, and to continue to celebrate its
sporting excellence.
TAG Heuer is committed to the world of
sport, having created the world’s most
accurate timing instruments and
achieving an accuracy of 5/10,000ths of a
second.
The winners of this year’s elite races
were presented with a TAG Heuer
Connected Calibre E4 watch in
recognition of their determination,
passion and excellence.
store is without gimmicks. RPM and
New Balance clearly understand that the
huge emotional road closing event is
the big draw and there’s no need to
compete with that.
•Theoverallgrowthoftherunning
community.
New Balance’s presence at the
marathon itself is impossible to miss
with endless displays and banners
around the course. These logos repeat
their value, reaching runners,
supporters, and television viewers as
well as appearing in so many
photographs on social media. The brand
also gets represented out on the course
to become the thunderous heartbeat of
the marathon with drummer bands
South London Samba and Box 9 picking
up the runners when they need it most,
going through Blackfriars underpass at
mile 24. RPM took responsibility for this
and also engaged 6 running clubs to man
the cheer zone with branded great and
clappers. As a runner, I can reassure
any doubters, this created an immense
wall of sound!
Abbie Hansford,
Account Manager,
RPM
“Year on year, I never cease to be
impressed by the spirit and
accomplishments of all participants in
the TCS London Marathon. It is a great
pleasure to award the winning athletes
our pioneering Connected watch, and to
seeing so many runners undertake the
challenge. We are delighted to be
Official Timekeeper and to keep all
runners connected across this iconic
race in a city where TAG Heuer has such
a strong community,” says Rob Diver,
TAG Heuer Managing Director, UK &
Ireland.
Marathon TAG Heuer partnered with
urban running collective Run Dem Crew.
Established in 2007 by London-based
DJ, poet and writer Charlie Dark, Run
Dem Crew aims to disrupt the status
quo and promote fitness, culture and
healthy lifestyles with as many people
around the planet as possible. Sharing
in these values and with an ethos that
every performance matters, this was
the first year that TAG Heuer partnered
with the collective which, since 2011 has
brought a carnival to the roadside at
mile 20.
A passion for human performance in the
city United by a common interest in
physical and mental achievement and
resilience, for the 2023 TCS London
This year, runners once again
experienced the ‘cheer zone’, now one
of the liveliest points on the course, as
they approached the final stretch of the
race on TAG Heuer time.
In addition to the lively cheer zone, this
year’s runners were also encouraged
around the course by TAG Heuer’s out
of home live digital campaign, which was
present across city.
In the morning, sites such as Waterloo
Motion, London Bridge and Kings Cross
stations displayed motivational
messages from Run Dem Crew such as
“It’s not how fast you go, it’s how you
cross the finishing line”.
Following the event, the banners
feature congratulations messages and
highlights of the records achieved, as
well as imagery from the day.
Summer 2023
17