New Balance Encourages Boston Runners: "Let's Make Excellent Happen"
April 13th 2011
Campaign Motivates Runners to Reach a New Level of Personal Performance
Boston, MA -
Global athletic leader New Balance debuts an integrated "Let's Make Excellent Happen" Boston Marathon-specific marketing campaign this April to coincide with the 115th running of the Boston Marathon on April 18th. With compelling product and lifestyle imagery and tag lines including: "Excellent is Made in Boston," "Excellent Loves Heartbreak," "Excellent Makes Molehills Out of Newton Hills" and "Excellent Screams Through Wellesley" the campaign highlights Boston-based New Balance's leadership and heritage in running, demonstrates the brand's product superiority and innovation, and challenges consumers to achieve new levels of performance.
"The 'Let's Make Excellent Happen' theme reflects our brand's desire to inspire and motivate athletes to achieve their very best," said Josh Rowe, marketing manager, running at New Balance. "With imagery and taglines that highlight legendary sections of the prestigious race we hope to showcase that, given that Boston is our hometown, we understand what runners will face on Marathon Monday and we're ready to support them with innovative, high performance products."
The campaign imagery celebrates one of the brand's newest performance running shoes for spring 2011, the New Balance 890, a lightest-in-class neutral running shoe featuring REVlite technology. It also showcases popular Boston landmarks, including the Charles River, Fenway Park, and the Zakim Bridge.
New Balance launched an aggressive out-of-home media blitz to reach runners and fitness consumers in Boston via subway (T) trolleys, king-size bus displays, exterior bus shelter wraps, in-race media including light pole banners, T-station stairwells, barricades, the Copley ticket booth display, and a complete take-over of the city's Park Street T-station.
New Balance is reaching reach fitness enthusiasts via digital media, including sponsorship of Runner's World and Running Times magazines' on-line Boston Marathon channels, the MapMyRun community group, and the Boston pages of yelp.com. The brand's corporate website, www.newbalance.com, is serving as a source for marathon-specific information; offering everything from racing tips to spectator tips, as well as a community aspect enabling visitors to add suggestions. New for 2011, a social component of the site called "Trained Tough?" allows runners to submit their zip code and find out how tough their training was from a weather perspective, compared to all other registered runners. The application then calculates your "handicap" which you can share through a variety of social media vehicles. New Balance will also sponsor local broadcast and on-line coverage of the Boston Marathon through a partnership with WBZ TV.
The company will highlight their new 890 high performance running shoe, which launched at retail in mid February. This surprisingly lightweight neutral cushioning running shoe, a perfect choice for distances ranging from a 5K to the marathon - will be sold at the marathon expo and at select local retailers. New Balance will offer a special limited edition "Boston 890" for men and women that features the word "Boston" screened on the outside ankle area. A great way for runners to commemorate their Boston experience, the limited edition shoe will retail for $100.00 and be available for a limited time at select Boston-based retailers including Marathon Sports, City Sports, The Tannery, NB Burlington, NB Dedham Legacy Place, NB Mashpee, Runner's Alley, New England Running Company, and Sound Runner.
The "Let's Make Excellent Happen" imagery will also be featured inside the race expo at the New Balance booth, along with the company's newest fall 2011 performance footwear and apparel. At the expo booth New Balance will also bring to life a "Good Form Running" experience that is meant to educate runners on a better way to run. Visitors to the booth will get a quick, useful diagnosis of their form and leave with key takeaways about how to improve. Good Form Running is an organization founded by Curt Munson, owner of Playmakers in Okemos, MI, that focuses on teaching runners how to run with proper mechanics so they can run faster, more efficiently, and injury free.
New Balance will reach out to Boston-area runners and fans through partnerships with Old Town Trolley and area restaurants and hotels, including DaVinci's restaurant, the Westin Westin Waterfront hotel, as well as the Lenox Hotel and the Charlesmark Hotel, both located on Boylston Street at the marathon finish line.
The "Let's Make Excellent Happen" campaign was developed by Arnold Worldwide of Boston, MA who was named New Balance's global creative agency of record in June 2010.
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. New Balance employs more than 3900 associates around the globe, and in 2010 reported worldwide sales of $1.78 billion. For more information, please visit http://www.newbalance.com.