TAG Heuer Turns Heads at the Chicago Marathon


Director , Business Development

How fast is Chicago? TAG Heuer knows.


CBS Local Media Solutions recently teamed up with TAG Heuer, the official time keeper of the Bank of America Chicago Marathon, to create an innovative Chicago-centric program the delivers an important message to every runner: “Don’t Crack Under Pressure.”

The program supported a team of regular runners who represented the TAG Heuer mindset of mental fortitude, perseverance and inner strength. Runners were chosen via a short essay competition. Once selected they were trained by acclaimed coach Dan Daly and received a TAG Heuer watch and Nike running gear for both training and the race.

Training began with local meet ups and training runs at the Nike Store in Chicago as well as weekly phone and e-mail coaching meetings. Video compilations were created to show the training journey of the runners from their initial meet up and thru out their weeks of training leading up to the race.

Radio, on site activation and digital touch points were implemented to promote the campaign and recruit potential new team members. And then the massive CBS radio and digital audience was invited to watch and listen to the powerful stories of perseverance on CBS Chicago.

Kudos to our friends at TAG Heuer and we look forward to running with you again!