Marathon No One Wants to Run

Written By Daryna Shalli

Highlights:

 

  • 55M+ contacts through Ukrainian and international media coverage

  • 50K+ registered runners from over 60 countries

  • 245+ publications in leading national, regional, and international online media

  • 30+ TV reports, 10 radio broadcasts, and 5 newspaper articles (Ukrainian and international)

  • 1,8M+ views of the campaign’s launch video

  • 10K+ social media posts from participants and influencers around the world

  • 60% of all mentions included client’s branding

  • Participation from embassies, Antarctic polar explorers, the Ukrainian military, and global running communities

  • Featured participation in the official New York Marathon

  • Winner of a Golden Effie Award for marketing effectiveness

1

Launched a high-impact PR campaign timed to the New York Marathon, releasing the campaign video alongside the official press announcement and coordinating media outreach across digital, TV, and radio channels.

2


Personally secured earned media coverage, negotiating feature articles, interviews, TV segments, and radio broadcasts with key journalists and editors to ensure strong, story-led visibility.

3


Activated the global Ukrainian community and on-the-ground participation, engaging embassies, diaspora networks, and local expat groups, while supporting marathon logistics and deploying race-bib–style stickers worn live by runners to turn participants into moving messages during the event.

Daryna Shalli
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