NYC Marathon Campaign

Over the past 60 years, New York Road Runners has grown from a local running club to become the world’s premier community running organization with a mission to help and inspire people through running. Every year, NYRR serves nearly 600K runners of all ages and abilities by organizing hundreds of races, open runs, training sessions, and most notably, the New York City Marathon. 

The Challenge

Although the New York City Marathon is the largest marathon in the world, TV viewership is surprisingly low. New York Road Runners came to Madwell because they were looking to increase awareness, engagement, and viewership for the TCS New York City Marathon, particularly on broadcast TV.

The Solution

It Will Move You speaks to both the runners and the spectators, and plays on the idea that the awe of both the city of New York and the marathon itself will "move you"—metaphorically, physically, and emotionally.