Boston Athletic Association

Boston Marathon

The Boston Athletic Association (B.A.A.) organizes arguably the world’s premier running event: the Boston Marathon. They have put Romanelli on the course for nearly every facet of their marketing efforts over the years: web development, advertising, media relations, social media, event branding and marketing materials, and more.

Boston Marathon start
Captured at 2017 Boston Marathon

As one of the largest single-day sporting events in the world for on-site media coverage (second only to the Super Bowl), the B.A.A. needed a reliable partner for media relations. We coordinated more than a thousand media members representing more than 250 outlets, created promotions for the Athletes With Disabilities event, and coordinated the Champions’ Breakfast.

We developed the Team B.A.A. website, which provides a dynamic and growing service to the Association’s competitive teams and running club. A simple user interface makes navigation easy, fast, and engaging. This multi-tiered site had to include a CMS capability, secure members-only area for runners on the Team B.A.A. roster, and work seamlessly within the B.A.A. brand.

Posted at the start of the 2018 Boston Marathon

We have provided traditional and social media support for the both men’s and women’s marathons. The bombings at the 2013 race, sadly, also required us to provide crisis communications support, with reports on the scene, media assistance during the aftermath, and continuing press and public relations following the event.

 We have also coordinated online ads and re-marketing for various other races put on by the B.A.A.  This includes ads and promoted posts on Facebook, Twitter and Instagram designed to promote the race and its sponsor, and to drive race entries.  We also provide daily measurements of the campaigns with AB testing of different ads to maximize efficiencies.
Promoted Instagram Post for the 2018 B.A.A. 10K

The world’s most prestigious marathon has asked us to work on many projects over the years, and we are proud to help them promote a brand that goes the distance every year.

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