Challenge

To provide a value-add service at the finish-line for marathoners.

Hook

The Portland Marathon is one of the only marathons in the country that offers marathoners an opportunity such as the Celebration Lounge.

Tactics

In 2007, Fusion Event Marketing transformed a city block designed for marathoners where they celebrated their 26.2-mile accomplishment in style at the first annual Celebration Lounge. The lounge, located at the start/finish line, offered VIP treatment with pre-paid participants food, entertainment, massage, and private restrooms.

On the morning the event, lounge participants had a calm place to check their belongings, stretch, relax, and have a personal escort to the starting line. After the race, marathoners headed to the lounge where they received spa-like treatment, including a massage,

entertainment, food and beverages including beer and mimosas, access to a changing area, and a relaxation and stretching area.

Partnerships with Pinocchio's, a local Italian restaurant, The Massage Clinic in Tigard, and local radio station, Movin 107.5, helped the Marathon rollout the red-carpet treatment for lounge participants. Event directors from around the country visited the lounge and felt it was a unique concept in the running industry. Many of them hope to implement something similar at their events.

Results

Fusion Event Marketing created a memorable event where marathoners were pampered in style at the sold-out Celebration Lounge. A lounge participant from Hawaii said it best, "I've run a lot of marathons and I have never seen anything like this. What an amazing experience! I am absolutely coming back for the Portland Marathon and the Celebration Lounge next year!"