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In this edition:
Champions Keflezighi (San Diego HS, UCLA), Gebremariam, Kiplagat Announced on ING New York City Marathon 2011 Opening Day
2011 Big Sur International Marathon Fun Facts
Saucony Launches "Find Your Strong" Multi-Media Global Brand Campaign
Cause Marketing is Dead! (Long Live Cause Marketing)
UPCOMING EVENTS
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The American Odyssey Relay, Gettysburg, PA, April 29
Kentucky Derby Festival Marathon, Louisville, KY, Apr 30
Country Music Marathon & ½ Marathon, Nashville, TN, Apr 30
Christie Clinic Illinois Marathon, Champaign-Urbana, IL, Apr 30
Get in Gear 10K, Minneapolis, MN, April 30
JUST RUN! Just Kids 3K, Pacific Grove, CA, April 30
Eugene 5K & Kids Run, Eugene, OR, April 30
National Run a Mile Days, nationwide, May 1-8
Blue Cross Broad Street Run, Philadelphia, PA, May 1
Flying Pig Marathon, Cincinnati, OH, May 1
5th Eugene Marathon, Eugene, OR, May 1
Big Sur International Marathon, Carmel, CA, May 1
35th Lilac Bloomsday, Spokane, WA, May 1
I-Drive 5K, Orlando, FL, May 7
Wisconsin Marathon, Kenosha, WI, May 7
XTERRA Malibu Creek Xduro, Malibu, CA, May 7
Santa Barbara Wine Country Half, Santa Ynez, CA, May 7
5th Mother's Day 5K, St. Paul, MN, May 8
Kirkland Half Marathon & 5K, Kirkland, WA, May 8
Champions Keflezighi, Gebremariam, Kiplagat Announced on ING New York City Marathon 2011 Opening Day
Eight-time Olympic speed-skating medalist Apolo Anton Ohno will make his marathon debut in New York on Sunday, November 6; record number of 140,000 applications received; economic impact of last year's race announced at $340 million
NEW YORK - (April 27, 2011) - On ING New York City Marathon Opening Day 2011, New York Road Runners president and CEO Mary Wittenberg announced the return of a trio of race champions on the broadcast of NYRR Live from Columbus Circle.
Headlining the field on Sunday, November 6, will be 2010 winners Gebre Gebremariam of Ethiopia and Edna Kiplagat of Kenya and 2009 champion Meb Keflezighi of the United States.
Keflezighi, the first American to win the race since Alberto Salazar in 1982, was joined by three-time U.S. Olympian Jen Rhines and eight-time Olympic speed skating medalist Apolo Anton Ohno on the NYRR Live half-hour show hosted by Today Show personality Al Roker, veteran WNBC sportscaster Bruce Beck and WNBC reporter Cat Greenleaf. Both Rhines and Ohno were also announced by Wittenberg for this year's race.
Seen on tv.nyrr.org, NYRR Live was broadcast just steps from the famed marathon course and featured a special drawing of entrants for the race, along with prizes and giveaways to the live audience of several hundred. NYRR officials anticipate a race-record 140,000 applicants, with a record 90,000 in the drawing for about 45,000 starting spots. At the end of the show, entrants will learn of their acceptance status on the tv.nyrr.org website.
The findings of a NYRR study based on a survey of more than 1,000 participants from last year's race indicates a total economic impact of approximately $340 million for New York City, Wittenberg also announced. This represents a 25-percent jump since the last study, done in 2006, and was accompanied by a growth in the charity program that raised more than $30 million in 2010.
"Opening day, our launch to marathon season, is the starting line for our extended marathon family of professionals like Meb, Gebre, Edna and Jen, our celebrity stars like Apolo, all the runners from around the country and the world who have secured coveted spots in the race, and their friends, family, and fans, who are now all on the road to the finish at the greatest day in running, the ING New York City Marathon," said Wittenberg.
Keflezighi, 35, of Mammoth Lakes, CA, is a New York favorite who will be running the race for the seventh time and has showed remarkable consistency, with five top-10 finishes including his historic triumph in 2009 and last year's sixth-place finish as the top American. He'll get extra attention this year, as he's looking to run both New York and the U.S. Olympic Marathon Trials in Houston in January 2012.
"Marathons are always challenging, but I'm challenging myself further with my goal to run both the ING New York City Marathon 2011 and the 2012 U.S. Olympic Marathon Trials," said Keflezighi. "This timing and challenge is very similar to 2004, when I won the silver medal at the Olympic Games and was the runner-up in the ING New York City Marathon 70 days later. This experience gives me, Coach Bob Larsen, and the rest of my team the confidence to pursue the goal of winning the ING New York City Marathon again, and making a third U.S. Olympic team."
Keflezighi will match up against the defending champion, Gebremariam, 26, of Ethiopia. Since winning the ING New York City Marathon in 2 hours, 8 minutes, 14 seconds, Gebremariam has runner-up at the NYC Half in March in a time of 1:00:25 and third at the Boston Marathon last week in a time of 2:04:53.
Ohno, 28, of Seattle, is the most decorated USA Winter Olympian of all-time, having skated his way to two gold, two silver and four bronze short-track speed skating medals. He has already demonstrated his excellence off his skates by winning the reality TV show "Dancing with the Stars" in 2007, but running his first 26.2-mile race will be by far one of his biggest career challenges.
"Running a marathon is something that I've never done, and I am super excited to take on this incredible challenge," said Ohno, who took up the challenge by his fellow Subway® enthusiast Jared Fogle, who finished last year's ING New York City Marathon. "I hope my journey can serve as an inspiration for others to meet their health goals, get their nutrition in order, and ultimately make smarter lifestyle choices."
Kiplagat, 31, of Kenya, continued her success after her victory, taking second at the NYC Half in March in 1:09:00. She finished third at the Virgin London Marathon last week, running 2:20:46, a personal record.
Rhines, 36, of Mammoth Lakes, CA, is coming off a five-year marathon hiatus after finishing fourth in the Rome Marathon on March 26, 2006. She competed in the 2004 Olympic Marathon, but has recently focused on shorter distances, including the 5000 meters, which she ran in the 2008 Olympic Games in Beijing. Rhines has already won two national championships this year, claiming the half-marathon crown in January and the 15K title last month.
"It is with great excitement and anticipation that I return to the streets of New York this fall," said Rhines, who last ran New York in 2005. "My training this year shows me that I am stronger than ever, and I will be ready to reach a new personal best. I can't wait to be fighting for a place on the podium this November!"
The premier event of New York Road Runners, the ING New York City Marathon is one of the world's great road races, drawing some 140,000 applicants. The race attracts many world class professional athletes, not only for the $800,000 in prize money, but also for the chance to excel in the media capital of the world before two million cheering spectators and a worldwide broadcast reach of 330 million. As any one of the more than 875,000 past participants will attest, crossing the finish line in Central Park is one of the great thrills of a lifetime. For more information, visit: www.INGnycmarathon.org
2011 Big Sur International Marathon Fun Facts
26th edition set for Sunday, May 1 with 12,000-plus participants in all races
CARMEL, Calif. - (April 28, 2011) - The 26th Presentation of the Big Sur
International Marathon will be held on Sunday, May 1. More than 12,800 runners and walkers have registered for the event that includes a marathon (sold-out), marathon relay, 21, 10.6 and 9-Milers (walking or running), a 5K and the JUST RUN!® Just Kids 3K fun run (on Saturday, April 30).
Below are a few of the known and lesser-known statistics from the Big Sur International Marathon:
Number of runners / walkers registered: 12,825 (as of 04/12/11)
Marathon = 4,630 (includes 322 in Boston 2 Big Sur Marathon and 265 in Runners World Challenge)
3K = 2,723
10.6-miler = 1,581
21-miler = 925
9-miler = 818
5K = 670
Relay teams =301
Runners from all 50 states and DC and 27 countries
Oldest marathoner - Orin Scandrett, Minneapolis, MN, age 80, predicted time 5:30
Oldest in other events
21-miler: Raymond Rice, Arcata, CA, age 86
10.6-miler: Walter Oppenheimer, Corte Madera, CA, age 86
9-miler: Joanne Killam, Long Beach, CA, age 81; Marvin Johnson, Rocklin, CA, age 80
5K: Nancy Gough, Truckee, CA, age 87
NEW in 2011
* New "out-and-back" course for marathon, relay and 21-miler
* Carmel welcomes race with kick-off parties
* Runner's World Challenge bring editorial staff and 250 runners
* Largest Health & Fitness expo in race's history
* Nissan LEAF to offer free test drives of all-electric vehicle
More Fun Facts
Number of buses used to transport runners: 168
Their job: to transport 7,000-8,000 people from seven locations to and from the race
Porta Potties used: 364
Gallons of coffee consumed: 350
Amount of beer consumed: 24 kegs
Soup: 72 gallons
Purchase and serve 1,728 artichokes
Purchase and serve 2,400 bagels
Pasta dinner: 800 people served; 400 lbs of pasta and 50 gallons of marinara sauce
Food from race sponsor DOLE:
40 cases of apples
100 cases of bananas
105 cases of strawberries
50 cases of grapes
11,000 juices
9,000 boxes of raisins
In addition to the 12,000-plus participants, the event feeds 1,200 volunteers on race day.
Volunteers assisting in marathon activities: 2,500 (This ranges from individuals to groups from service clubs, scouts, schools, churches, youth groups, work/employee groups, the military and more.)
Amount donated to charity: Exceeds $180,000 annually to local charities. Since the marathon's inception, more than $2.5 million has been donated.
Number of booths at the expo: 70 (event record)
The Big Sur International Marathon has been called "one of the jewels of American running" and "one of the best running experiences on the planet." It has also received honors such as being named one of the country's top three marathons (along with New York City and Boston), the "Best Destination Marathon in North America" and one of the world's "Top Ten Races to Do Before You Die."
For more race information, go to: www.bsim.org
Saucony Launches "Find Your Strong" Multi-Media Global Brand Campaign
New platform, led by the brand's first-ever national TV ad, inspires and engages consumers to find their personal "strong" through running
LEXINGTON, Mass. - Signaling a continued expansion of its marketing efforts, Saucony, Inc., a leading global supplier of performance athletic footwear and apparel, has announced its new multi-media global brand campaign entitled Find Your Strong.
The campaign, the brand's largest marketing effort to-date, inspires consumers to find their personal "strong" through running. The new platform encompasses multiple touch points, including an immersive digital and social media experience and the brand's first-ever national television commercial. The TV spot broke nationally on Wednesday night, April 27, 2011 on ESPN.
"As runners, we know that people run for intensely personal reasons," said Chris Lindner, chief marketing officer for Saucony. "Whether in honor of a relative, for a charity or medal, or for ourselves, running inspires the human spirit, making us stronger. At the core, this campaign is about just that; it's where and how we train and the people and moments that strengthen us. Ultimately, we're tapping into this emotional connection to create a dialog that we hope will inspire even more people to run."
"The new campaign continues to amplify our brand mission to inspire runners every day. As we confidently emerge as a global athletic brand, we too are finding our 'strong'. Our first national television spot marks a pivotal point for Saucony, signaling a continued expansion of our marketing efforts to further drive brand awareness. The timing couldn't be better as the Kinvara 2, the campaign's featured product, was recently named Best Buy by Runner's World in their annual Summer Shoe Guide," added Lindner.
The new campaign, developed by Mechanica of Newburyport, Massachusetts, includes the following elements:
TELEVISION
The campaign's new TV spot entitled "What is Strong?" was produced by the Emmy Award-winning creative production company Shilo, and directed by Andre Stringer. Filmed at various locations in California's Marin Headlands, the spot depicts a composition of runners finding their "strong" as they run on roads, trails, tracks and playing fields. The diversity of runners featured conveys the premise that finding one's "strong" is an intensely personal experience.
To view all of the "What is Strong?" TV spots, go to: http://community.saucony.com/index.php?page=PressRoom&id=35
DIGITAL
Because runners are both personally motivated and passionately united, "What Is Strong?" the campaign's online destination, allows runners to honor the people and moments that inspire them while drawing inspiration from the "strong" of others. The innovative digital application creates a visual depiction of user-generated "strongs," highlighting those most shared by the community. Additionally, users can share their personal "strongs" through social media channels and personalized tee shirts.
To coincide with the launch of the TV spot, saucony.com/strong went live on Wednesday, April 27th. Boston-based Beam Interactive developed the campaign's digital platform.
PRINT
The national and regional print campaign, shot by famed sports photographer John Huet, was launched this month in vertical running and consumer fitness magazines including Runner's World, Running Times, Men's Health, Women's Health, Fitness, ESPN Rise and the Running Network's regional publications.
IN-STORE
In-store elements at key national retailers include window displays, point-of-purchase, product displays and consumer brochures. A mobile video resource will reinforce the brand's new marketing platform and feature its product collection. Event sponsorships, a national tour and a new expo booth will also support the brand's marketing platform. The Find Your Strong campaign is planned to run throughout 2011, with several new executions for the fall. Saucony will continue to integrate the theme into upcoming marketing initiatives throughout the year.
For more information, go to: www.saucony.com
Cause Marketing is Dead! (Long Live Cause Marketing)
New IEG strategy paper shows nonprofits and corporations how to build relevant and impactful partnerships for a new era
CHICAGO - (April 28, 2011) - In recent years, the amount of "purchase this product and we will make a donation to a worthy cause" promotions has grown to staggering proportions. At any given time, in-store and online, purchasers of consumer and business products and services are faced with numerous transactional cause marketing campaigns.
Not surprisingly, this cause marketing clutter has led to diminishing returns. When nearly every marketer adopts an idea, it becomes a commodity and no longer has the power to motivate interest and behavior.
So where does that leave nonprofits that rely on revenue from marketing partnerships? Where do businesses that want to support causes, and do well by doing good, go from here?
IEG, LLC-a pioneer in partnership marketing strategy, evaluation and research-puts forth the answer in its new strategy paper (im)Proving Cause.
The paper lays out an innovative, thoughtful approach that already is working for some nonprofits and their corporate partners.
This strategic way of thinking about cause partnerships includes several steps, including:
* Segment and qualify the nonprofit's audience
* Sketch the organization's route to mission
* Sketch the corporation's route to market
* Quantify objectives for both parties
* Find areas of opportunity within each partner's objectives
The paper shares examples of how this can be done, as well as examples from current partnerships that have followed this new strategy and achieved success.
The complete paper is available for download at www.sponsorship.com/sector/causes.aspx and author Diane Knoepke, vice president, client leadership for the IEG Consulting Group, is available for interviews on the need to re-invent cause marketing to ensure its survival.
For more information about IEG and the sponsorship industry, visit www.sponsorship.com or call (800) 834-4850 (outside the U.S. and Canada, (312) 944-1727).
Contact Information
Ryan Lamppa, Running USA Media Director, ryan@runningusa.org, (805) 696-6232
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