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Ultimate brand experience for Virgin Money London Marathon runners

Thursday April 23, 2015 at 11:28am
Virgin Money has partnered with leading experiential and event marketing agency RPM for the sixth successive year to deliver a brand experience at the Virgin Money London Marathon Expo, taking place this week at London’s ExCel in the run up to the marathon on Sunday. RPM has worked with design agency Four23 to deliver the 37,073 square foot brand experience that takes up a third of the UK’s biggest and best running Expo. The 2015 Exhibition was launched this week by marathon world record holder Paula Radcliffe and is open through to Saturday. It is expected to attract around 80,000 visitors. It is the first part of the runner experience and is where participants register and collect their race number, making it an integral touch point for the Virgin Money brand. This year marks the 35th London Marathon, and on entering the Virgin Money experience visitors will be taken through a snapshot of footage from past races shown on television screens. For the first time this year there are two stages to the brand experience: ‘The Experts’ Corner’ features everything runners need to know about race day, tips on pacing, nutrition, hydration and mental preparation. Speakers include top marathon coach Martin Yelling. ‘The Virgin Money Stage’ features a programme of high energy entertainment and interviews with celebrities, including Olympic rower James Cracknell and racing legend Iwan Thomas, and elite athletes including Tatyana McFadden, David Weir, Wilson Kipsang and world record holder Dennis Kimetto. The exhibit will showcase some the famous costumes that runners have completed the course in over the years, including Save the Rhino’s Rhino, The Angel of the North and Richard Branson’s wings. Visitors will be encouraged to have their picture taken in the Virgin Money Giving photo booths and asked to write messages of inspiration and support for their loved ones before pegging them on to the #extramile time line which will become a special feature in the venue. Images will also be uploaded to a Virgin Money microsite, www.extramile.co.uk, where they can be shared via Facebook and Twitter using the #extramile hashtag, allowing runners and families to share their stories online. The Virgin Money London Marathon will take place on Sunday April 26 2015, with over 37,000 participants set to cross the finish line.
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