The brand platform for this historic race, “It’s all about the promises”, is supported by a new creative campaign each year. The campaign spotlights a unique aspect of the race, always featuring race participants who authentically relay the story. In 2011, “93 countries, 26.2 miles and countless promises”, honored the many countries represented at this international event. The Boston street banners featured 8 athletes beside their country flags. Online banner ads, editorials, WBZ coverage, and the Twitter feed all built on this messaging in the months leading up to the race. The international theme culminated at the Sports & Fitness Expo’s interactive John Hancock welcome booth’s video program.