Timed for Patriots Day and the 117th Boston Marathon, New Balance is introducing a new Midnight Ride of Paul Revere marketing campaign dedicated to running in Boston.
The campaign features a limited-edition version of New Balances 890 series athletic shoe using outdoor and digital advertising with taglines of The Runners are Coming, The Runners are Coming, To Light, Liberty and the Pursuit of Excellent and Made for Midnight Miles.
This campaign is all about celebrating the rich history of our home city of Boston at a time when the city is flooded with runners, Josh Rowe, New Balances running marketing manager. Boston is a city that loves running regardless of the weather, time of day or route. This campaign celebrates that dedication by revisiting one of Bostons most historic tales, the Midnight Ride of Paul Revere.
Campaign advertising will be visible in Boston on back-lit bus shelter wraps, light pole banners and MBTA stations, including Park Street, where New Balance will install a dozen digital flat screens.
Consumers spotting Paul Revere downtown will be encouraged to take a photo and spread the word via Twitter using hashtag #nbboston2013. In exchange, theyll get a card to redeem at New Balances Boylston Street store for chances to win gift cards, limited-edition Boston 890v3 shoes, laces, socks, water bottles and other items.
New Balance also has created limited-edition versions of its 990v3 and 574 styles to coincide with the campaign. Features include dark midnight colors such as navy and purple glow-in-the-dark stars, Paul Reveres lantern and the map of his route.
