Sticking with the theme
The Veterans Memorial Tollway 8k, in Lemont IL, traverses a newly constructed portion of Interstate 355. (A 5k was held last year, before the highway was opened to traffic.)
The main attraction of the event, which benefits veterans assistance programs, is running on I-355.
In keeping with the theme, organizers have included a 355-yard Kids Super Sprint.
Running on an Interstate highway is a rare opportunity (even if the surface is concrete) and provides an attractive photo opportunity for the media.
The race includes a not-so-common distance (8k), chip timing, and shuttles to remote parking areas. Still, using opportunities - like the kids run - to reinforce the I-355 theme is smart marketing.
Posted in Marketing