To reignite enthusiasm for the Marathon Beneva de Montréal, we crafted a multifaceted approach, leveraging strategic partnerships and a targeted paid media strategy. Armed with our client’s trust, our team strategically invested in various advertising channels, including static horizontal billboards, digital super panels, BIXI bike stations, digital street columns, print ads, programmatic banners, and radio spots. This comprehensive paid media plan ensured widespread exposure and engagement among our target audience, from local and international runners alike. We capitalized on the power of partnerships to amplify our reach and impact. Leveraging the goodwill of our network, we enlisted the participation of celebrities from COGECO’s Rythme, CKOI, and The Beat, integrating promotions into their respective shows. We also engaged with social media and digital platforms, including Quebecor’s channels Journal de Montréal and Journal de Québec, to promote participation contests and generate buzz around the marathon. This collaborative approach not only elevated the marathon’s profile but also fostered a sense of community and excitement, driving registrations and solidifying its position as a premier event on the city’s calendar.