LA Marathon brings on Coyne

LOS ANGELES: Running organization LA Marathon has appointed Coyne PR as its PR agency partner following a competitive review.

LOS ANGELES: Running organization LA Marathon has appointed Coyne PR as its PR agency partner following a competitive review.

Six firms participated in the RFP. While a few of them had “strong submissions,” Coyne stood out because of its enthusiasm for the business, said LA Marathon CEO Tracey Russell.

Prior to hiring Coyne, LA Marathon worked with Sugerman Communications Group for several years, Russell said.

“We are proud to have played a significant role in helping to secure and market the iconic ‘Stadium to the Sea' route, which has led to record-breaking participation, charitable impact, and sponsorships,” a Sugerman representative said in an emailed statement. “We wish the team at Coyne and LAM all the best as the event continues to expand its reach nationally and globally.”

Coyne began working with LA Marathon at the end of November. Six staffers based in Parsippany, NJ, New York, and Santa Monica, CA are handling the account.

The firm is tasked with developing a communications strategy for the 2014 ASICS LA Marathon, as well as for the organization's bid to host the 2016 US Olympic Marathon trials, said Heather Krug, GM of Coyne's West Coast operation. The group will know in a few weeks if LA Marathon won the bid, she added.

The agency will also help raise global awareness of the marathon, which is one of the five largest in the US with nearly 24,000 participants. Coyne will tell some of the runners' stories to create and sustain buzz around the race, as well as make it a “celebrity and entertainment-friendly event,” Krug explained.

“We see Coyne as an extension of our internal team to really help elevate our event to be a must-run global marathon, and we're really excited with so many opportunities of what we can do with the ASICS LA Marathon,” said Russell, who joined LA Marathon as chief executive in August.

She added that the organization prepares every year for the event with crisis planning and security measures.

During the Boston Marathon in April, two bombs were set off that left three people dead and more than 170 wounded.

The contract for the account with Coyne is initially for one year. Budget information was not disclosed.

In addition to bringing on Coyne, LA Marathon hired Carsten Preisz to serve in the newly created role of VP of brand strategy and marketing, effective immediately. Preisz previously served as a partner at sports and entertainment marketing agency Freemark Entertainment. 

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