UPDATE: I’m proud to announce that this program won Gold for Best Local/Regional Campaign at the 2015 Pro Awards.
After the tragic events at the 2013 Boston Marathon, we knew Poland Spring had to support the community we grew to love. We needed to not only raise funds, but raise spirits for the entire city.
Our #RaisingSpirit activation turned into one big shout of support for Boston, where we literally turned cheers into dollars and showcased the city’s strength while raising a little noise and a lot of hope through a groundbreaking promotion.
Watch the recap video below, and view photos from the event on the brand’s Facebook page.
We pulled together our resources from the city, including The One Fund, the Boston Red Sox and the Boston Athletic Association, and included promotions through several key areas: at the Marathon Expo, at our Mile 19 spot on the race course, social media, at special pre-and-post race events and through the media.