The LA Marathon had never come close to selling out. Runners just didn’t consider it a top tier event. So the race route was redesigned and we were asked to develop a brand idea.
What did the LA race have that no other marathon had? “A Landmark Every Mile.” This became the brand premise and tag.
The race sold out for the first time in its 25 year history. It went from less than 18,000 runners to over 26,000 runners – a 43% increase.
Division of Labor is an advertising agency that crafts strategies and ideas that make brands matter.
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