Mastercard
& TCS NYC Marathon

Background: Mastercard is a foundation sponsor for the TCS New York City Marathon, the largest marathon in the world. 50,000 people from all corners of the globe will run the race while hundreds of thousands of spectators come together to cheer them on across all five boroughs of New York City.

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Task: Use Mastercard's sponsorship of the NYC marathon as a platform to shine a light on local small businesses. 

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The Challenge: Small businesses are put upon to show more resiliency in an ever-changing world.

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Audience:  New Yorkers, “You can’t keep us down”– No matter what happens and what will happen, New York will bounce back, better than before.

 

Insight: New York will always root for the tenacious

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Strategy: "Running a business is like running a marathon." It encapsulates the resiliency of small businesses  and the energy of New York City. Mastercard helps people achieve their dreams, but this year we are emphasizing the support that New York supplies.