The TCS New York City Marathon Launches ‘It Will Move You’ Campaign

New York Road Runners
October 10, 2017

In New York City and nationwide, the campaign’s powerful words and visuals will move runners and spectators alike, as they get a glimpse into this 26.2-mile celebration of the human spirit


New York Road RunnersNew York, October 10, 2017—The TCS New York City Marathon launched its ‘It Will Move You’ campaign today, ahead of the world’s largest marathon on Sunday, November 5. The new campaign personifies the emotional and physical experience of running a marathon, and will be unveiled through a variety of digital, print, broadcast, and experiential platforms.


“Our new ‘It Will Move You’ campaign brings to life the transformative power of running, and the incredible impact of the TCS New York City Marathon,” said Ronnie Tucker, senior vice president of marketing at New York Road Runners. “The campaign captures the vast range of emotions that marathoners, spectators, volunteers, and even viewers at home feel as part of this awe-inspiring event.”


Emotive expressions, including ‘It will inspire you,’ ‘It will celebrate you,’ and ‘It will push you,’ are joined with striking photographs of runners of all ages and abilities—professional runners, wheelchair athletes, citizen and charity runners—along with dedicated volunteers.


Madwell, a Brooklyn-based creative agency and the TCS New York City Marathon’s marketing agency of record, conceived the ‘It Will Move You’ campaign message by focusing on the simple concept of movement – that every person running or somehow a part of the TCS New York City Marathon is being moved in distinct ways, both literally and metaphorically.


“The idea that running a marathon is just a physical feat only scratches the surface,” said Chris Sojka, chief creative officer at Madwell. “Even as a spectator, I could feel the raw power and emotion of the runners. There are thousands of stories to be told, and simply put, the TCS New York City Marathon will move you. Runners, boosters, fans, passersby—the marathon affects everyone.”


‘It Will Move You’ is a multi-platform campaign with a digital activation focus. The campaign will be featured around New York City on street pole banners, double-decker buses, bus shelters, subway trains and platforms, Citi Bike stations, LinkNYC kiosks, and more. The campaign will also be presented in national print and digital media outlets with the goal of driving viewership to the TCS New York City Marathon TV broadcast nationwide. Tune-in spots (click here to view the 30-second spot) will be featured on ABC, and within the digital media campaign. The ‘It Will Move You’ anthem spot captures the rhythm and scenes of the TCS New York City Marathon and the city, and is set to the percussion of the STOMP OUT LOUD track, an off-Broadway production of beautiful music made up entirely of household and industrial objects.


In the lead-up to the TCS New York City Marathon, NYRR will release special ‘It Will Move You’ storytelling videos via social media and other platforms that will showcase a professional athlete, celebrity, and citizen runner, and their motivations for running the TCS New York City Marathon. Runners and spectators will be encouraged to submit their own #movedme video via social media to share their TCS New York City Marathon experience, and what moves them.


Added points of engagement with the campaign include ‘It Will Move You’ digital cheer cards, a different take on the tradition of creative, supportive spectator signs along the course. These custom cards will be available in the TCS New York City Marathon Mobile App Powered by Tata Consultancy Services (available in late October), and allow users to upload their own photo, create a personalized message, and share it with friends and family. On Marathon day, a screen at 90th Street and Fifth Avenue will display cheer cards in realtime for runners. Runners, friends, family, and fans will also be able to engage with the ‘It Will Move You’ campaign at the TCS New York City Marathon Expo Presented by New Balance,TCS New York City Marathon Pavilion, and the NYRR RUNCENTER featuring the New Balance Run Hub.


The campaign will also be a part of the live broadcast of the 2017 TCS New York City Marathon on Sunday, November 5, on WABC-TV, Channel 7 in the New York tristate area from 9:00 a.m. to 2:00 p.m. ET, and for the rest of the nation on ESPN2 from 9:00 a.m. to 12:30 p.m. ET.


About the TCS New York City Marathon

The TCS New York City Marathon is the premier event of New York Road Runners (NYRR) and the largest marathon in the world. Over 1,000,000 people have finished the race since its first running in 1970 with just 127 entrants and 55 finishers running four laps around Central Park. The race expanded to all five boroughs in 1976 and just celebrated its 40th year as a five-borough affair. Held annually on the first Sunday of November, the race features over 50,000 runners including the world’s top professional athletes and a vast range of competitive, recreational, and charity runners. Participants from approximately 125 countries tour the city, starting on Staten Island at the foot of the Verrazano-Narrows Bridge and running through the neighborhoods of Brooklyn, Queens, and the Bronx before ending in Manhattan. The NYRR Youth Invitational at the TCS New York City Marathon covered 1.8 miles of the race course in Central Park, beginning near mile 24 and finishing at the famed TCS New York City Marathon finish line. More than one million spectators and thousands of volunteers line the city streets in support of the runners, while millions more watch the television broadcast in 175 countries and territories, including viewers in the New York area on WABC-TV, Channel 7, nationally on ESPN2, and via various international broadcast partners. The race is part of the Abbott World Marathon Majors, which features the world’s top marathons—Tokyo, Boston, London, Berlin, Chicago, and New York—and crowns the top professional male and female marathoners each year. Tata Consultancy Services (TCS), a leading global IT services, consulting, and business solutions organization, is the premier partner of NYRR and the title sponsor of the TCS New York City Marathon. The 47th running of the TCS New York City Marathon is set for November 5, 2017. To learn more, visit

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