Setting the Pace: NYRR Invites Rescued Miner to NYC Marathon
The ING New York City Marathon may have just rocketed into a new universe. The New York Road Runners, which owns the event, has invited Edison Pena, one of the 33 rescued miners who was running three- to six-miles a day in the mine tunnels, to the marathon as either a runner or guest. (Nov. 1 Update: He accepted the invitation and will appear during race week and on race day).
Nicknamed, The Runner, the 34-year-old is also an avid Elvis fan and reportedly requested tunes from “The King” be sent down to lead the group in song.
The Daily News quoted York Road Runners chief executive officer Mary Wittenberg as saying, “He has taken the phrase ‘runner for life’ to a whole new level.”
If he does in fact accept the invitation, he will also take the marathon to a whole new level from a sponsorship standpoint as the event will surely draw an even larger mass of fans watching the race and exposed to sponsored events and promotions. The marketers working for the 31 marathon sponsors are likely twirling with anticipation and may have to rush to increase the number of printed brochures, giveaways, cups of coffee and other marketing stuff. Other brands may try to get in at the last minute.
If Edison participates, he will be flown up on Continental Airlines (a sponsor). He will be invited to take part in any of the events that take place during marathon week, including the NYRR 5 the Friday prior to the marathon, and the International Friendship Run on Saturday. On race day, he will be offered to take part in many different activities, including riding the lead vehicle, and holding the finish line tape. He will also have the opportunity to cheer on 243 fellow Chileans as they run through the five boroughs, Wittenberg told Promo.
Marketers work hard to pair brands with the right personalities, some partnerships work better than others. This once in a lifetime opportunity is a perfect fit for the New York Road Runners and Edison. I hope it works out. The organization has already seen a lot of growth over the last several years after pitching a new health and wellness lifestyle philosophy.
“It’s not just an event anymore,” Ann Crandall, vice president of business development and marketing strategy, told Promo. “We’ve had two of our best years, this year and last, with double-digit growth.”
There’s no doubt, we will see Edison and the other 32 miners attached to many brands and the group has already been offered numerous opportunities for financial gain. Partnerships that work will be those that consumers view as sincere, a smart fit, not exploiting a near disaster. One marathon sponsor, Subway, may have stepped into an unexpected opportunity. Its spokesperson Jared is running in the race. He isn’t expected to win, of course, but a photo of him and Edison running together through the streets of New York would be a real win for Subway.
October 18th, 2010 at 12:37 pm
Wow - I thought all of the chilean MINERS were over the age of 18.
October 18th, 2010 at 12:47 pm
Oops! Good catch! We’ve corrected the headline. Thanks!