Monday saw an estimated half a million spectators line the streets from Hopkinton to Boylston Street to catch a glimpse of the action during the 129th Boston Marathon.
This influx of eyes makes for prime marketing opportunities at street level, and JCDecaux’s network of bus shelters, digital city information panels, and 17-foot-tall kiosks once again prove to be the city’s most impactful outdoor advertising platform.
Official marathon partners amplify sponsorships with OOH
The high-profile Boston Marathon is a coveted branding opportunity, especially in the form of official event partnerships. And many of these official partners are doubling down and amplifying their support with ads that reach spectators, volunteers and racers in the heart of the action.
Strategic event sponsorships enable brands across industries and product categories to align themselves with the prestige and legitimacy of the marathon, while of course taking advantage of the increased brand visibility that’s amplified with physical outdoor ads.
Sportswear leaders celebrate athletic excellence
Brooks, New Balance, Nike and Adidas all maintained a strong outdoor presence ahead of and during Monday’s race, as each of these retailers executed highly creative, contextually relevant campaigns that resonate with ad viewers on the route, on the sidelines, and across the city. Even without official partner status, our street furniture advertising allows any brand to join the conversation and showcase their value.
Special event advertising where it’s most impactful
A comprehensive network of JCDecaux street level urban panels means advertisers can guarantee visibility at various touchpoints throughout the ad viewer’s journey. This is particularly valuable during special events where large crowds traverse the city between transit hubs and event locations, creating an opportunity where advertisers can showcase multiple creatives for a more detailed, well-rounded brand story.
Nike’s marathon campaign in particular exemplifies the benefits of repeat exposure with ads that ran on both JCDecaux’s street furniture network and our airport advertising network at BOS (Boston Logan International Airport), effectively reaching athletes and sports tourists upon their arrival into the market.
Explore the best of our special event advertisers.