When new Boston Marathon qualifying regulations required the Utah Valley Marathon to modify its course, we knew we needed to communicate the change quickly. Many runners were concerned that the course would lose the speed and downhill profile that had made it a popular Boston qualifier. Our goal was to address those concerns immediately with messaging that was clear, confident, and engaging.

To capture attention, we built the campaign around the playful tagline "We're not breaking the rules... anymore." The messaging acknowledged the rule change while reassuring runners that the updated course still delivered the fastest Boston legal experience possible. I helped create the campaign's creative assets and messaging, then launched paid Instagram and Facebook advertisements to ensure the announcement reached both registered participants and prospective runners.

The campaign successfully shifted the conversation from uncertainty to excitement by clearly explaining the course updates while reinforcing the Utah Valley Marathon's reputation as one of the fastest Boston qualifying races in the country. It became one of several marketing campaigns that contributed to the largest attended Utah Valley Marathon in event history, helping attract more than 7,500 runners while maintaining participant confidence during a major course transition.