Phoenix Energy turns Belfast marathon into a city-wide cheer squad

As thousands of runners took to the streets for the 2026 Belfast Marathon, Phoenix Energy transformed the city itself into a live support system through a dynamic out-of-home campaign that evolved alongside the race. 

Created and executed by Ardmore Group, the campaign used strategically placed OOH messaging across Belfast, Northern Ireland, to amplify Phoenix Energy’s title sponsorship of the marathon while engaging runners and spectators in real time.   

Instead of relying on static branding alone, the campaign was designed around the emotional journey of the marathon itself. Messages changed depending on where runners were along the route, creating a city-wide encouragement system that responded to the energy and progress of the event. 

The media strategy divided Belfast into three key zones, arrival zones, marathon route zones, and post-race gathering areas. Train stations, arterial roads, and major marathon touchpoints were covered with contextual messaging aimed at motivating participants throughout the 26-mile run.   

As runners progressed through the race, the messaging evolved with them. Displays featured lines such as “First Mile Down,” “Halfway There,” “Five Miles To Go,” and “Last Mile,” turning the outdoor network into an active participant in the marathon experience rather than just a sponsorship backdrop.