The Marathon Package
OUTFRONT advertising solutions
Visit us at: outfrontmedia.com
Marathons: OUTFRONT Advertising Solutions
We don’t sell advertising,
we sell audiences, conversions and solutions.
The Marathon Package
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Marathon Popularity on the Rise
• The top 10 U.S. marathons report over 200,000 finishers
• Opportunity to reach 6.4 million, including volunteers and spectators
GET OUTFRONT OF YOUR TARGET
The Marathon Package
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SOURCE: Running USA; Adventure Marathon; Wipro.com; Philadelphiamarathon.com; Runkarlarun.com; Sandiego.org
Marathon Popularity on the Rise
• Align your brand with the target audience while they are engaged with a top passion
point. This desirable audience is active and affluent.
• Connect with consumers along their path to race day and directly on the course
The Marathon Package
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The Opportunity: U.S. Largest Marathons
CITY
2015 MAIN
SPONSOR
FINISHERS
DATE
New York City
NYC, NY
TCS
50,266
November 6, 2016
Bank of America
Chicago
Bank of America
38,879
October 9, 2016
Washington, DC
Marine Corps
23,380
October 30, 2016
Orlando, FL
Cigna
20,734
January 10, 2016
ASICS
LA, CA
Asics
19,534
February 14, 2016
Boston
Boston, MA
John Hancock
17,600
April 18, 2016
Philadelphia, PA
Gore Tex
10,909
November 19, 2016
San Diego, CA
None
6,542
May 30, 2016
Houston, TX
Chevron
6,530
January 17, 2016
San Francisco,
CA
FitBit
5,827
July 31, 2016
TOP MARATHONS
Marine Corps
Walt Disney World
GORE-TEX
Rock ‘n’ Roll San Diego
Chevron Houston
Wipro San Francisco
The Marathon Package
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The Opportunity: U.S. Largest Marathons
CITY
2015 MAIN
SPONSOR
FINISHERS
DATE
New York City
NYC, NY
TCS
50,266
November 6, 2016
Bank of America
Chicago
Bank of America
38,879
October 9, 2016
TOP MARATHONS
New York Example:
The NYC Marathon
attracts over
50,000 runners
Washington, DC
Marine Corps
23,380
October 30, 2016
and 12,000 volunteers from around the world. Additionally, over 2.5
Walt Disney World
Orlando, FL
Cigna
20,734 the city’s
January 10, 2016
Run
with
thistravels through
million spectators
line the
course
which
large, active five
andboroughs.
engaged audience.
Marine Corps
ASICS
Boston
GORE-TEX
Rock ‘n’ Roll San Diego
Chevron Houston
Wipro San Francisco
The Marathon Package
LA, CA
Asics
19,534
That
is MA
over 2.56John
million
unique consumers!
Boston,
Hancock
17,600
February 14, 2016
April 18, 2016
Philadelphia, PA
Gore Tex
10,909
November 19, 2016
San Diego, CA
None
6,542
May 30, 2016
Houston, TX
Chevron
6,530
January 17, 2016
San Francisco,
CA
FitBit
5,827
July 31, 2016
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Marathon Calendar
January
2016
Houston
Chevron
Orlando
Walt Disney
World
July
2016
San Francisco
Wipro
February
2016
March
2016
April
2016
May
2016
June
2016
None
December
2016
Los Angeles
ASICS
None
Boston
San Diego
Rock ‘n’ Roll
August
2016
September
2016
October
2016
November
2016
Chicago
B of A
New York
TCS
DC
Marine Corps
Philadelphia
GORE –TEX,
None
None
None
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Marathon Calendar
January
2016
Houston
Chevron
Orlando
Walt Disney
World
July
2016
San Francisco
Wipro
February
2016
Los Angeles
ASICS
March
2016
None
April
2016
May
2016
June
2016
Boston
San Diego
Rock ‘n’ Roll
None
“Hyperburst
Coverage”
August
September
October
November
Recommended
Two-Week
Flight
2016
2016
2016 Per Marathon
2016
None
None
Chicago
B of A
New York
TCS
DC
Marine Corps
Philadelphia
GORE –TEX,
December
2016
None
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“A Day In The Life”
Hyperburst Coverage
Meet John




28 yrs. old
Avid runner/ sports enthusiast
Local Resident
Works in advertising
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Countdown to RACE DAY:
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Countdown to RACE DAY:
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Countdown to RACE DAY:
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Countdown to RACE DAY:
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Countdown to RACE DAY:
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Countdown to RACE DAY:
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Countdown to RACE DAY:
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Countdown to RACE DAY:
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Countdown to RACE DAY:
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Meet John’s Friends
6.1 million spectators
Although not participating, they’re excited for
John and are actively following the marathon.
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Now Imagine Lots of Johns
200,000+ Participants
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Meet Jane
 34 yrs. Old
 Travels to run Marathons
 Lawyer
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Countdown to RACE DAY:
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Countdown to RACE DAY:
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Countdown to RACE DAY:
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Now, Imagine Lots of Janes
48% of participants are visiting
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RACE DAY!
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RACE DAY!
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RACE DAY!
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RACE DAY!
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Aftermath GLOW
John, Jane and their friends
continue to talk about the
marathon and feel
accomplished for many days
following the race.
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Achieve Mass Reach Fast!
Opportunity to reach
6.4 million people
just like
John, Jane and their friends
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SOURCE: Running USA; Adventure Marathon; Wipro.com; Philadelphiamarathon.com; Runkarlarun.com; Sandiego.org
Recommended National Media Package
January
2016
Houston
Chevron
Orlando
Walt Disney
World
July
2016
San Francisco
Wipro
February
2016
March
2016
April
2016
May
2016
June
2016
Los Angeles
ASICS
None
Boston
San Diego
Rock ‘n’ Roll
None
August
2016
September
2016
October
2016
November
2016
December
2016
Chicago
B of A
New York
TCS
DC
Marine Corps
Philadelphia
GORE –TEX,
None
None
None
National Marathon Package:
$1,000,000
Rate Card: 2,875,908
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APPENDIX
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Recommended Media Coverage by Market
1. Chicago
2. Washington DC
3. New York
4. Philadelphia
5. Houston
6. Orlando
7. Los Angeles
8. Boston
9. San Diego
10. San Francisco
Recommended Chicago Media Package
Flight Date: 9/25/2015-10/9/2016 (2 weeks)
Recommended Media:
Insert
photo
here
Bulletins
Metrolights
Wallscape
8 units
16 units
5 units
$88,788
$8,188
$61,082
Package Rate:
$158,058
Audience Metrics
Reach: 18%
Frequency: 4.8X
Total 18+ Impressions: 6,610,680
TRPs: 86
*Reach. Frequency, & TRPs do not include Metrolights.
**Market Definition: Chicago, IL CBSA
37
Available Media in Chicago
Wall
Metrolight
Bulletin
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Recommended Washington DC Media Package
Flight Date: 10/16/2016-10/30/2016 (2 weeks)
Recommended Media:
Bike Share Displays
Digital Rail Network
Double Decker Wrapped Tour Bus
Walls
40 units
8 sec spot
2 buses
2 walls
$28,000
$10,000
$20,000
$40,000
Insert
photo
here
Package Rate:
$98,000
Audience Metrics
Reach: 10.5%
Frequency: 2.3X
Total 18+ Impressions: 6,784,600
TRPs: 24.2
*Reach. Frequency, & TRPs do not include Bike Share Displays,
Digital Rail Network
**Impressions do not include Digital Rail Network
***Digital Rail Network station circulation in 2 weeks: 3,673,000
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****Market Definition: Washington, DC CBSA
Available Media in Washington DC
Wall
Bike Share
Bus Wrap
Digital Rail Network
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Recommended New York Media Package
Flight Date: 10/23/2016-11/6/2016 (2 weeks)
Recommended Media:
Digital Bulletins
Bulletins
Walls
Wallscape
2 units
6 units
2 units
2 units
$6,000
$153,000
$22,125
$28,500
Insert
photo
here
Package Rate:
$209,625
Audience Metrics
Reach: 21.4%
Frequency: 4.7
Total 18+ Impressions: 6,727,436
TRPs: 100.4
*Market Definition: NYC (5 Boroughs)
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Available Media in New York
Wall/Wallscape
Station Domination
Bulletin
Bulletin
Digital Bulletin
42
Recommended Philadelphia Package
Flight Date: 11/5/2016-11/19/2016 (2 weeks)
Recommended Media:
Insert
photo
here
Bulletins
Metrolights
10 units
60 units
$48,200
$42,000
Package Rate:
$90,200
Audience Metrics
Reach: 28%
Frequency: 5.2X
Total 18+ Impressions: 8,049,400
TRPs: 146
*Reach. Frequency, & TRPs do not include Metrolights
**Market Definition: Philadelphia, PA CBSA)
43
Available Media in Philadelphia
Bulletins
Metrolight Display
44
Recommended Orlando Media Package
Flight Date: 12/26/2015-1/10/2016 (2 weeks)
Recommended Media:
Bulletins
Digital Bulletins
Trivision
4 units
3 units
1 unit
$22,701
$12,372
$1,857
Insert
photo
here
Package Rate:
$36,931
Audience Metrics
Reach: 31%
Frequency: 4.1X
Total 18+ Impressions: 2,294,000
TRPs: 127
*Market Definition: Orlando, FLCBSA
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Available Media in Orlando
Bulletin
Digital Bulletin
Trivision
46
Recommended Houston Media Package
Flight Date: 1/4/2016-1/17/2016 (2 weeks)
Recommended Media:
Insert
photo
here
Bulletins
8 units
$91,000
Package Rate:
$91,000
Audience Metrics
Reach: 34%
Frequency: 5.1x
Total 18+ Impressions: 8,305,437
TRPs: 174
*Market Definition: Houston, TX CBSA
47
Available Media in Houston
Bulletins
48
Recommended Los Angeles Media Package
Flight Date: 1/31/2016-2/14/2016 (2 weeks)
Recommended Media:
Shelters
Red Line Two Sheets
Red Line Car Cards
Station Domination
50 units
50 units
165 units
1 station
$31,250
$3,750
$5,360
$37,500
Package Rate:
$77,860
Audience Metrics
Reach: 29%
Frequency: 3.7X
Total 18+ Impressions: 10,738,000
TRPs: 105
*Reach. Frequency, & TRPs do not include Station
Domination.
**Impressions do not include Station Domination
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***Market Definition: Los Angeles, CA CBSA
Insert
photo
here
Available Media in Los Angeles
Shelters
Two Sheets
Station Domination
Car Cards
50
Recommended Boston Media Package
Flight Date: 4/4/2016-4/14/2016 (2 weeks)
Recommended Media:
Bike Share Displays
Wrapped Bus Displays
Metro Lights
Bulletins & Specialty
Wallscape
45 units
10 units
50 units
8 units
1 units
$45,500
$41,000
$18,500
$70,000
$25,000
Package Rate:
$200,000
Audience Metrics
Reach: 34.5%
Frequency: 4.2x
Total 18+ Impressions: 9,841,900
TRPs: 144.7
*Reach. Frequency, & TRPs do not include Bike Share and
Metrolights.
**Market Definition: Boston, MA CBSA
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Insert photo
here
Available Media in Boston
Bulletins
Bus Wrap
Bike Share
Metro Lights
Wallscape
52
Recommended San Diego Media Package
Flight Date: 5/17/2016-5/30/2016 (2 weeks)
Recommended Media:
Bulletins/Posters
16 units
$34,118
Insert
photo
here
Package Rate:
$34,118
Audience Metrics
Reach: 63%
Frequency: 6.3X
Total 18+ Impressions: 9,951,000
TRPs: 394
*Market Definition: San Diego, CA CBSA
53
Available Media in San Diego
Posters
54
Recommended San Francisco Media Package
Flight Date: 7/16/2016- 7/31/2016 (2 weeks)
Recommended Media:
Bulletins
Digital Bulletins
Posters
Walls
5 units
2 units
10 units
7 units
$32,335
$16,068
$3,950
$56,503
Package Rate:
$108,856
Insert
photo
here
Audience Metrics
Reach: 43%
Frequency: 5.2X
Total 18+ Impressions: 8,257,000
TRPs: 225
*Market Definition: San Francisco, CA CBSA
55
Available Media in San Francisco
Walls
Posters
Bulletin
Digital Bulletin
56
CREATIVE EXAMPLES
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Success Stories: Nike
Nike Counts
Campaign Objective :
Nike wanted to promote the new Nike+ Fuelband product and
encourage users to track their calorie burning activity daily.
Execution:
Nike+ featured a social component in their station domination
campaign in New York. The dominations throughout the city
showcased action packed visual ads exemplifying the daily activities
of the typical New Yorker that can be transformed to NikeFuel. The
ads showed the number of steps each activity took and a tweet
@NikeNYC with the attached hashtag “#counts”.
Results:
The campaign picked up immediate attention, New Yorkers
everywhere were sharing with friends and family how they “make
every move count” with the Nike+ Fuelband.
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Success Stories: Asics
Asics
Campaign Objective:
Promote Asics’ sponsorship of the ING Marathon in New York City.
Execution:
Asics dominated Columbus Circle in New York, a major transit hub, to create
an impactful station domination full of interactive features and fun facts to put
commuters in the racing mood!
Interactivity was the focus of this domination. LED video screens along the
station’s main corridor were equipped with motion sensor technology to create the
illusion of marathon runners racing by as commuters passed in front of them.
Lastly, Asics incorporated social media utilizing wallscapes motivating
commuters could take photographs that placed them in the race and at the finish
line. The hashtag “#asicsnyc” and a QR code to download the free ‘Break the
Tape’ app allowed the audience to share their photos on social media sites.
Results:
Asics campaign was a complete success garnering press and sparking
conversation online. The campaign provided mass exposure, awareness and
interaction. There were over 1,000 tweets featuring the designated hashtag.
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The Marathon Package
OUTFRONT advertising solutions
Visit us at: outfrontmedia.com