TCS NYC Marathon

A Strategy & Campaign for the world’s Largest Marathon

Campaign • TV • OOH • Print • Segmentation
The Project
What We Did

Due to the nature of the NYC Marathon, there were 12 key communication targets. Runners, spouses, friends, viewers, etc. However, segmenting that many audiences was impractical for both messaging and budget.

We segmented the 11 targets into four groups based on their emotional commitment to the Marathon. For example, runners are entirely committed, while TV viewers are tepidly committed.


Increased TV viewership, digital engagement, and brand awareness.

Grouping by emotion - strategy
Campaign rollout
NYC Marathon campaign assets