Repositioning in City Branding
When the Trinidad Alfonso Foundation became the main collaborator of the Half Marathon and the Valencia Marathon, we detected an opportunity that went beyond the creation of a new logo for the races.
Instead of selling a sports event, we presented to the world the perfect city to run 365 days a year. A long-term project that sought to position Valencia as the international benchmark in people’s athletics and long-distance races.
Under the challenge of positioning Valencia as the benchmark city for any runner in the world, we created Valencia, City of Running.
A concept that has gone beyond being a campaign verbalisation to become a great brand:
1. A brand with credibility able to host major events such as the Half Marathon and the Valencia Marathon Trinidad Alfonso EDP.
2. A brand that materialises every day as a content platform and to which thousands of people worldwide pay attention.
3. A brand that has made the 5K Jardí del Turia Circuit come true, a specific lane for practising running that has become the third most widely-used route in Spain.
4. And that has made hotels, businesses, social agents and the public take part in staging events that transcend the level of sport to become a festival.
Under the challenge of positioning València as the reference city for any
runner of the world, we created Valencia Ciudad del Running.
A concept that has gone beyond being a campaign of words, to become a great brand:
A credible brand able of hosting large events such as the Medium Marathon and the Valencia Alfonso Alfonso EDP Marathon.
A brand that materializes every day as a content platform and catches attention of thousands people all around the World.
A brand that has made the Circuit 5K Jardí del Turia become true, a running lane that has become the third most used route of Spain.
And that has involved hotels, shops, social agents and citizens in the holding events that go beyond sports to become a party.
And a great evolution in the number of participants:
The VALENCIA MARATHON went from 9,210 runners in 2012 to 30,000 runners in 2020.
The VALENCIA HALF MARATHON went from 9,485 runners in 2012 to 20,000 runners in 2018.