Branding John Hancock’s Sponsorship of the BAA’s Boston Marathon

For more than 125 years, the Boston Athletic Association managed the Boston Marathon, but they worried that branding it would make it look too commercial. As CD at John Hancock, Ellen led a strategic and extended process of building a brand to express the race’s heritage, satisfy the BAA, express Hancock’s dedicated sponsorship, and inspire the runners and public.

The new brand, “It’s all about the promises”, captured participants’ stories of passion, courage and determination. In 2011, “93 countries, 26.2 miles and countless promises” featured athletes and their flags on banners, the pre-race Expo booth, online and broadcast ads, Twitter, and the event video.

The branding appeared in hundreds of thousands of participants and attendees’ photos, and in the media’s coverage, supporting the BAA and John Hancock’s mission. The branding endured and, in subsequent years, generated dynamic, new executions.