The Brief: Rebuild an iconic big-city marathon that was days away from bankruptcy.
The Work: As the CMO and Creative Director, I started by creating a mission statement: "We inspire athletes and connect communities." Then we built an exciting new route and created effective multi-channel content that drove runner registration and sponsor revenue.
The Results: We increased revenue by 350% in the first two years and nearly doubled participation. We became the most followed marathon in the world on Twitter and were featured in a Microsoft campaign. Importantly, the LA Marathon returned to relevance and became the third largest marathon in the US in just our second year.
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