TAG Heuer and Marathons: An Alliance That Goes the Distance
TAG Heuer and Marathons: An Alliance That Goes the Distance
PR58481
LA CHAUX-DE-FONDS, Switzerland, Nov. 3, 2014/PRN=KYODO JBN/--
As part of its new strategy, TAG Heuer is going into sports marathons as
partner and official timekeeper. The Manufacture is thus reaffirming its
sporting roots and in doing so reaching almost 320 million people all over the
world, making this an ideal platform to convey its new campaign message <<Don't
Crack Under Pressure >>.
To view the Multimedia News Release, please click:
http://www.multivu.com/players/English/72762580-tag-heuer-marathons-alliance/
TAG Heuer is partnering long-distance races : New York (TCS New York City
Marathon), Chicago (Bank Of America Chicago Marathon), Berlin (BMW Berlin
Marathon) and Paris (Schneider electric Marathon de Paris), Oslo and Moscow. It
means that TAG Heuer is going back to its origins and focusing once again on
its core business, sports watches and chronographs, and on the sport,
challenge, competition and desire to excel that are in its blood.
Having a presence at marathon sporting events is a change of strategic
direction for TAG Heuer : this new partnership - which does not signal the
abandoning of its favourite territory, motor racing - enables the brand to
extend the range of imagery that backs up the message encapsulated in its <<
Don't Crack Under Pressure >> campaign. Furthermore, this is a field that has as
yet been little exploited by Swiss watchmakers, which only serves as further
proof of the pioneering spirit TAG Heuer has constantly demonstrated since 1860.
This discipline was only for the initiated ten years ago but it is now
becoming a more popular sport reaching an international public of all ages,
comprising both regulars and new fans, all running marathons in search of
self-realization, a personal record and adrenaline. According to the
organizers, the major marathons have over 250,000 participants, the TCS New
York City Marathon alone has over 50,000, and 2.5 million spectators gather
along the edges of the route in the various cities. Marathons therefore
represent a real opportunity for profile-raising and highly valuable
sponsorship : the branding along the entire route, the media advertising,
television, press, web, make an impact that goes well beyond the actual race.
We think marathons ensure very wide global visibility across all the
communication media. Running a marathon requires great physical strength and
even more mental strength, and this is even truer if you want to be one of the
gallant marathon "finishers".
SOURCE: TAG Heuer
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