The Jerusalem Winner Marathon, one of the most significant international events in Israel, takes place annually against the backdrop of the city's landscapes, offering a unique sporting and cultural experience. With a route that passes by historical sites and key cultural landmarks, the marathon attracts runners from around the world, bringing with it a message of respect, unity, and the commemoration of the city's historical values
As part of our work on the 2024 Marathon, we created a large-scale communications campaign in line with the central theme chosen for the marathon amidst wartime: paying tribute to the security and rescue forces. To this end, we initiated an emotional event to launch the marathon by reaching out to representatives of running groups from Be'eri and the Gaza Envelope, Aya Midan and Yael Goodman. We invited them to attend an event where they would voice the concerns of the residents of the Gaza Envelope and receive a Certificate of Appreciation from the Mayor of Jerusalem.
We recruited Or Shizaf, a reserve soldier and marathoner who was severely injured in Gaza, to serve as the brand ambassador for Skechers – the official shoe brand of the Jerusalem Marathon. We provided him with close media support, which resulted in extensive coverage with 30 articles and interviews. As part of the media activity, we also engaged with Dafna Shamir, a Be'eri resident and graphic designer, who was in the Gaza Envelope during the Black Saturday attacks at her partner's home, to design the marathon’s family race T-shirt. This initiative was accompanied by a dedicated media campaign, highlighting Dafna’s background as a local designer and the special message she aimed to convey through her design.
We spotlighted bereaved families who came to run and commemorate their loved ones in the marathon. Among the articles we promoted: a double feature in Maariv with Ruthie Gringlik, the mother of Shauly Z"L; an interview on Galei Tzahal radio with Shani Weizer, sister of Sergeant Roy Weizer Z"L, who ran the marathon in his memory; interviews with Lior Shani, who ran in memory of her husband, reserve soldier Adi Shani Z"L, who died in Gaza; and with participants commemorating their loved ones. Additionally, we coordinated collaborations with various media channels, including television, print, and social media, to expose the marathon to diverse audiences. Collaborations with opinion leaders and influential figures in the sports and leisure industries deepened interest in the event, contributing to its branding as a national marathon with a significance beyond sports.
A nationwide media campaign with extensive coverage, both on the day of the marathon and after, appeared across news websites, TV and radio channels from morning until late afternoon. On the day of the marathon, we promoted news items and visuals that appeared in newsflash reports, live TV breaks on major channels, on social media, and websites. The media coverage continued even after the marathon, culminating in a heartfelt feature on Channel 13 News. The 2024 Jerusalem Marathon succeeded in generating broad and high-quality media exposure, with dozens of features in newspapers and major news broadcasts, significantly raising public awareness of the Jerusalem Marathon. The personal stories of its participants, framed by the messages of unity, resilience, heroism, and commemoration, have touched numerous hearts and led to a surge in the number of participants in the marathon.
credit: sportphotography
