As an important part of the brand’s new strategy, TAG Heuer enter the marathon as partner and official timekeeper,once again demonstrated understand love between brands and sports. Up to 320 million participants create a perfect platform for the TAG Heuer “Do not Crack Under Pressure” the latest propaganda campaign.
So far, Howard Astec into partnerships with a number of long-distance marathons, including the New York Marathon, Bank of America Chicago Marathon, BMW Berlin Marathon, Schneider Electric Paris Marathon, Oslo and Moscow Marathon etc. This means that TAG Heuer return to the tradition, to re-focus on the brand’s core business – sports watches and chronographs of research and production.
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Marathon for TAG Heuer is a major shift in terms of the direction of a business, but that does not mean Hoya will climb in racing beloved brand. In addition, the majority of the Swiss watch brand to develop the marathon is still in its infancy, TAG Heuer sponsored marathon again demonstrates the courage and pioneering spirit of the idea, it has continued to be confirmed since the brand was founded in 1860.
The rise of long-distance marathon in just ten years, but it has grown to become popular in all age groups of international pop movement. Marathon movement in both a regular, there are new entrants to the fans, people enjoy the release of adrenaline in the marathon, breaking a record, while achieving self-awareness and improvement.
“Marathon in the global communications media have a very wide range of visibility. Participation in the marathon requires not only a strong physique, and more importantly, never-say-die spirit, commitment to finish the course of the marathon is especially true fans.” Do not Crack Under Pressure “conveys the idea that this precious spirit.” TAG Heuer CEO Stéphane Linder said.
Commercial sponsorship marketing budget Hoya always account for a large proportion of the TAG Heuer concept, the sponsorship of sports events will not only help ensure high visibility brand in a given population, but also dabbled in the field as well as the spirit of the rich connotation of the brand, TAG Heuer can also take the opportunity to show the brand and respected sports community values common to sports enthusiasts.