Wednesday
Aug182010

Bank Of America Chicago Marathon Unveils 10-10-10 Inspirational Campaign

August 18, 2010: Bank of America, now in its third decade as sponsor for the Chicago Marathon, has unveiled an integrated marketing campaign to build awareness for the coming event, which this year takes place on Oct. 10. Bank of America is using the unique date — 10/10/10 — as the focus of an effort that will include ten Chicago athletes, their motivations for participating in the marathon and the impact they create.

 “10-10-10: The Date to Motivate”  will include print, outdoors, Internet, signage at Bank of America locations and experiential marketing involving the ten athletes being featured. The Bank of America Chicago Marathon is part of the World Marathon Majors, which also includes Boston, London, Berlin and New York.

“Bank of America’s investment in this world-class event helps set into motion opportunity for economic growth, greater support for charitable organizations, and motivation for thousands of runners who positively influence others,” Tim Maloney, president for Bank of America Illinois Market , said in a statement. “When combined with the impact created by individuals like the athletes being honored in this campaign, our support of the Bank of America Chicago Marathon helps make communities stronger.”

The campaign is being launched in conjunction with a just-released economic impact report, which found that the event generates nearly $150 million for the local economy. In addition, more than $10 million is expected to be raised in connection with the 2010 event, benefiting more than 150 nonprofit organizations, the largest charity field in race history.

Among the ten participants featured in this year’s campaign are: Diego Gonzalez, volunteer and Bank of America associate who is raising money for Open Heart Magic; Merri Lazenby, who donated a kidney to a co-worker she had never met; James Lilly, an inspirational speaker and wheelchair athlete; and Alan Robinson, a disabled athlete and founder of Halo Man Foundation, which supports spinal cord injury survivors.

In conjunction with the “10-10-10: The Date to Motivate” campaign, Bank of America is encouraging participants and race fans to customize their experience at the Bank of America Chicago Marathon through an interactive voting program. Runners and race fans will have the chance to impact some of the most memorable aspects of the Bank of America Chicago Marathon including this year’s official poster design and marathon start song. (Full details here.)

In advance of the race, a two-day Health & Fitness Expo will be held at McCormick Place Oct. 8-9. Other Bank of America Chicago Marathon sponsors include Nike, American Airlines, PepsiCo's Gatorade, Merrill Lynch, Volkswagen and Verizon.

According to Chicago Marathon organizers, approximately 10,000 of the 45,000 registered participants for the 2010 race are raising money for more than 150 charities. In addition, 23% of participants in the 2009 race reported that running the marathon was the first time they had ever visited Chicago and the sole purpose for their visit. This year’s race reached the 45,000 participant capacity in a record 51 days, closing a full month ahead of 2009, according to organizers.

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