Jerusalem Mayor, Mr. Nir Barkat decided to establish a tradition of international sports in Jerusalem – in the form of a marathon with participants from around the world. We have been chosen to accompany the event as communication & media consultants, which was a true challenge for us.
This campaign combined a number of different aspects, Ranging from the sport related aspects, continuing with personal stories and the history of the city to being an international event. Additionally, there is the competition between the Jerusalem Marathon and the Tel Aviv Marathon that adds more complexity to the campaign.
The strategy was to introduce these aspects using the history of the city, the people, the stories and by trying to convey the unique experience of running through the Holy City. We managed to bring the Jerusalem Marathon to the top of the agenda by highlighting the uniqueness of running along the pages of history, moving stories surrounding it and the quality of the run. We have created an unprecedented press conference (a “flying” press conference), we brought exclusive stories, we have implemented original ideas which got very high exposure in the press.
A prominent example: any person with a name related to Jerusalem – like Yerushalmy, Zion, etc., could participation for free. We spread the articles over time – with an emphasis on magazine articles on the various participants – and thus we created a build up which grew up to the event itself. We also dealt with a terror attack a week before the running and brought this marathon, media wise, to beat its competitors. A total of more than 200 articles were published on the marathon (not including live coverage and updates of the events, traffic updates, etc.).