Media Bank: Marathon Marketing… Sky-High in Dearfoams

Ready to Run
With the ING New York City Marathon less than two weeks away, Asics America is again bringing its print campaign to the city. The ads feature the tagline “Running New York releases more than just sweat” and can be found on double-decker buses and taxis, with additional placement in tourist-heavy areas such as Herald Square and Union Square. Gary Slayton, VP of marketing, said he thinks the campaign strikes a chord with the entire community. “[People] relate to the campaign for their own personal reasons to run and to compete in a marathon, which is a tremendous goal for many runners,” said Slayton. “We are excited for all [of] the elements to roll out in the next few weeks.” Asics is also set to launch an interactive program on Nov. 4 at the Health and Fitness Expo, where runners can record a video message that will be displayed on the ABC Super Sign in Times Square.

Fly Away
Dearfoams is helping to make the in-flight experience more comfortable through a partnership with Virgin America. Starting Nov. 1, the brand will distribute two styles of slippers (one for men and one for women) to passengers on 30 flights. In addition, 100,000 consumers will receive a coupon for 20 percent off a purchase at Dearfoams.com. “We decided to partner with Virgin because [the company] is known for its comfortable and spacious seating, stylish and relaxing atmosphere and friendly staff,” said Dearfoams President Nancy Coons. “It’s a natural fit.” The brand will also be promoted through a three-minute video segment running on the planes’ television screens through Nov. 30.

Next Top Model
Rack Room Shoes is calling all models, or even regular families, to enter its competition to be featured in product ads or on in-store signs. Through Dec. 31, families can submit an application and photos as an audition to be one of five to eight winners, selected to have a chance to be part of promotions and key sales events in 2011.

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