Li TV joins the marathon bandwagon

The Standard Chartered KL Marathon is less than a month away and while participation exceeded expectations with 28,000 runners, event organisers Dirigo Events has signed on Li TV as the marathon's newest broadcast partner this May.

With this partnership, Rainer Biemans, director of Dirigo Events, said Li TV will run a trailer on the event's pre-preparation.

"We will do pre-event and post-event sessions with them. They have been in training circuits already and taking pictures, however, there will be no live broadcasts," adds Biemans.

"We just exchanged ideas and out of those ideas it became a partnership so that's how Li TV at the end of the day became a partner of the marathon. For us it was also important to get regional coverage. So at the end of the day for Li TV, getting 28,000 runners as the target for them is huge. And for us getting coverage in areas like Singapore, it's interesting for us. So it's a win-win situation".

Li TV will produce the vignette on the pre-preparations to be broadcast on its channel on 15 and 21 June during the morning time belt.

"With Li being the official TV channel partner, we provide regional exposure across five countries - Malaysia, Singapore, Indonesia, Hong Kong and Taiwan. Our value -add is the on-air campaign that takes place before, during and after the event. For example, we are producing 2-minute vignettes on how to prepare for a run and giving runners diet/nutrition tips to ensure that their bodies are in tip-top shape leading up the race. Our coverage has multiple touch points since we do not just report what is on race day itself," Juliana Foo, director of Li TV Asia told A+M.

"As a one-stop lifestyle destination channel and with wellness as one of the key pillars, partnering with the largest annual marathon event here in KL is very much in line with our brand proposition," added Foo.

The Vignette will be broadcast in Malaysia, Singapore, Indonesia, Hong Kong and Taiwan across 12 cable and satellite TV platforms.

The marathon's local broadcast partner, ntv7, will be supporting the event locally with TV coverage, radio trailers and interviews.

Dirigo Events is contracted to run the marathon for the next seven years, while the partnership with Li TV runs for the next two years and ntv7 just this year. Biemans said that the partnership with ntv7 will most likely be renewed next year as well.

Organisers are also in full preparation of health and safety measures with 2,750 road marshals, traffic police officers, medical personnel and volunteers working around the clock to ensure a great experience for all participants.