Valencia Speaks to You
The Valencia Marathon Trinidad Alfonso EDP asked us to impact on the running community to reach 25,000 runners in 2019, the highest figure ever achieved by a marathon in Spain.
In the last five years, we have constructed the Valencia, City of Running brand, a project aimed at positioning Valencia as the ideal destination for all the world’s runners.
The Valencia Marathon campaign had to continue to raise awareness of this positioning. We decided to explore the close bond that is created between runners and the city in which they’re running, in this case Valencia.
We created the “Valencia Speaks to You” concept, the starting pistol of which was a TV spot that narrated the dialogue between Valencia and four runners. The city urged them to show how, like Valencia, they were made for running and to achieve the greatest of their challenges: the Valencia Marathon.
The “Valencia Speaks to You” concept carries on throughout the year, through actions on social media, with the campaign to remind people from Valencia of the great event so that they go out and cheer the runners and create an urban atmosphere in the days leading up to the race.
And, above all, we’ve taken a step further in the construction of a destination for all the world’s runners: Valencia, City of Running.