As Official Water supplier to the London Marathon, we wanted to create an integrated campaign that achieved broad awareness of the partnership, emotion-led brand engagement, and conveyed key brand messages. Our ambition was for Buxton to be #WithYouAlltheWay for all involved on the day (runners, supporters, and Marathon spectators). Key activations included a first-ever naming rights deal to change the name of Canada Water tube station to Buxton Water and an on-course activation that saw runners and their ‘loved ones’ share part of the race. These were amplified through targeted real-time Twitter content, media partnerships, PR and user-generated content.
