For the second year as Title Sponsor of the London Marathon, TCS challenged us build on the success of year one. Dialling up the brand storytelling with a refreshed approach to runner communication across the Running Show and their start & finish line hospitality. These spaces were designed  to enhance the runner experience, whilst also educating businesses and consumers on TCS and it’s CSR endeavours.

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RUNNING SHOW

The stand at the Running Show, educated visitors on what TCS does best – technology. While the brand was again brought to life through a series of insta-worthy, video gateways, the key interactive focus was the TCS London Marathon app. 

Using eight giant mobile devices, visitors could explore all the best features of the app; discovering runner tracking, sending belief boosters, taking framed selfies and lots more besides.

As a homage to the belief booster feature – and a gentle nudge to the audience to send one to their runner this year – we also created a giant #BeliefRunsLondon wall motif, made from 1000’s of real belief boosters sent by supporters last Marathon.

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HOSPITALITY

Our hospitality space at the finish line was again the location to be seen during the London Marathon & Mini Marathon where we entertained TCS sponsored runners, their guests and VIPs.

This year, with our creation of the TCS Run Club, a global initiative that is due to appear at TCS sponsored Marathons around the world, the finish line hospitality became the clubhouse, a place for our runners to connect, to learn, to replenish, and the perfect environment for their families to show their support.

The core of the space was designed as a high-end networking area, while our race-side structure got guests as close to the track as any non-runner possibly could, creating a real connection between our guests and the runners.

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