Tag Heuer, chronométreur des marathons

Dans le cadre de la mise en place de sa nouvelle stratégie, TAG Heuer investit la catégorie des marathons en tant que partenaire et chronométreur officiel. La marque affirme ainsi ses racines sportives et touche au passage près de 320 millions de personnes à travers le monde, une plateforme idéale pour véhiculer le message de sa nouvelle campagne « Don’t Crack Under Pressure », lancée avec son ambassadeur, Cristiano Ronaldo.

TAG Heuer s’associe aux courses de fonds, que sont le TCS New York City Marathon, Bank Of America Chicago Marathon, le BAA Boston Marathon et le nouvellement signé BMW Berlin Marathon et bien évidemment le Schneider Electric Marathon de Paris. TAG Heuer marque ainsi un retour aux sources et se recentre sur son cœur de métier, les montres et chronographes sportifs, et son ADN, le sport, le challenge, la compétition et le dépassement de soi.


Investir le domaine des marathons relève d’un virage stratégique pour TAG Heuer : sans pour autant abandonner son territoire de prédilection, le motor racing, cette nouvelle association permet à la marque de nourrir par une iconographie élargie le message mis en avant par sa campagne « Don’t Crack Under Pressure ». C’est en outre un domaine encore peu exploré par l’horlogerie suisse, on reconnaît bien là le côté pionnier depuis 1860 de TAG Heuer.

Encore confidentielle il y a dix ans, cette discipline se démocratise et touche une population internationale, de tous âges, constituée à la fois d’habitués de la discipline et de nouveaux venus, en quête de réalisation de soi, de records personnels, d’adrénaline. D’après les organisateurs, les grands marathons totalisent plus de 250 000 participants, le TCS New York City Marathon à lui seul en comptant plus de 50 000, et 2.5 millions de spectateurs cumulés au bord des parcours des différentes villes. Les marathons  représentent donc une réelle opportunité de visibilité et le sponsoring prend toute sa valeur : le branding tout le long des parcours, les insertions dans les medias, télévision, presse, web, ont des retombées qui vont bien au-delà des courses elles-mêmes.


« Nous considérons que les marathons nous assurent une visibilité globale extrêmement large sur tous les supports de communication. Pour courir un marathon, et plus encore pour faire partie des valeureux « finishers » de marathons, il faut faire preuve d’une extrême résistance physique, et plus encore, mentale. Nous sommes fiers que notre message « Don’t Crack Under Pressure » soit associé à cette philosophie » a déclaré Stéphane Linder, Président et CEO de la marque horlogère suisse.

TAG Heuer a toujours investi une part conséquente de son budget marketing en actions de sponsoring, considérant que de s’associer à des événements sportifs garantit non seulement de la visibilité auprès d’une cible donnée mais aussi enrichit le territoire de marque en fournissant du contenu. Cela donne aussi l’opportunité à la marque de mettre en avant toutes les valeurs qu’elle partage avec le monde du sport.

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