Case Studies

ASICS Falmouth Road Race

Getting Feet Back on the Falmouth Streetsle






for kids cancer respite


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The 49th Annual ASICS Falmouth Road Race—the iconic 7-mile New England road race on Cape Cod—enlisted BML to manage earned media, messaging and issues management for its first in-person edition post-COVID-19.

BML implemented a proactive earned strategy capitalizing on key media pulse points, including the announcement of its open registration, 8,000 in-person running field, elite athlete participation and COVID-19 mitigation strategies.

U.S. Olympic Marathon Bronze medalist, Molly Seidel, participated as part of her post-Olympics celebration. At BML’s suggestion, Seidel began the race in last place and for every runner she passed, the Falmouth Road Race donated money to Tommy’s Place, a local vacation home for kids fighting cancer. While Seidel officially passed 4,761 runners along the way, the Falmouth Road Race doubled its pledge, bringing its donation to $9,522.00, which was then matched by her sponsor and Tommy’s Place, raising a total of $38,088.00.