VCU Health Richmond Marathon

VCU Health had a diverse portfolio of partnerships within the Richmond, VA landscape, but being the title partner of the Marathon was one that truly aligned with the health system's brand objectives.

As the sponsorship lead, I worked with our marketing team to cultivate a marketing campaign that would inspire runners from all walks of life. The campaign was titled "The Hardest Race is the One to the Starting Line." We used local runners, of all abilities around Richmond ( we even featured one of our amazing cardiologists) highlighting the sacrifices they made to train.

For our on-site activation, we created a large brick wall, that runners could sign with what they had overcome to get to the starting line. We also had protein smoothies and recipe cards. Following the race, runners were greeted with a VCU Health recovery lounge to celebrate their amazing accomplishments.