Branding and Marketing
Creative Marketing Strategies
Sports, Arts & Culture
Non-Profit And Non-Government Organizations (NGO)
In 2008, Spruce Creative (then named Halogen Marketing) was hired by Run Ottawa to develop the annual advertising campaign for Tamarack Ottawa Race Weekend and the Scotiabank Ottawa Marathon – an event that draws tens of thousands of people to Ottawa every year.
The campaign needed to capture the atmosphere and excitement of the event in a way that would inspire runners from across Canada and around the world to participate, while also bolstering local support from the running community.
Run With Us promotional video.
Team Awesome promotional video.
After undertaking stakeholder research and reviewing the sports and running event landscape, Spruce Creative developed the Run Ottawa campaign. The creative took off like wildfire and attracted a record number of runners.
National Capital Marathon Inc., the organization responsible for organizing the event, was so excited about the new creative direction that it adopted the campaign slogan as the operating name of its organization (Run Ottawa) and hired Spruce Creative on retainer to work year-round with the non-profit.
The start line. Run Ottawa!
While developing the advertising campaign for Ottawa Race Weekend, we landed on a tagline that would become synonymous with the brand: Run Ottawa!
Upping the distance
Building on the previous year’s success, we were asked to deliver more services, including designing the annual Event Guide, signage and weekend tickets and badges.
Since 2008, Spruce Creative has continued to be Run Ottawa’s trusted partner for creative marketing and campaign development. Between 2012 and 2015, Spruce Creative helped Run Ottawa and the Tamarack Ottawa Race Weekend achieve record participation rates, reaching close to 50,000 participants and over 100,000 spectators at its apex. Spruce Creative also supported Tamarack Ottawa Race Weekend as it became recognized internationally as one of the only running events in the world with two IAAF gold label certified races.
What started out as a single advertising campaign for Tamarack Ottawa Race Weekend and the Scotiabank Ottawa Marathon has grown into year-round marketing support including management of social media marketing, digital marketing and advertising, graphic design of event materials including race shirts and signage, and web development and management.
As Run Ottawa’s outsourced marketing team for over a decade, Spruce Creative has developed a keen understanding for community centred events in general and sports marketing in particular. Spruce Creative has consistently worked to innovate in sports and event marketing in the Canadian running context, creating new ways to engage runners through social media, digital marketing and special programs, such as the ambassador program, Team Awesome.