The 2010 Boston Marathon campaign featured an authentic photographic solution, enhanced with B&W documentary images of the course and the fans. These silver photos, and a new seal, highlighted the 25th anniversary of John Hancock’s sponsorship. At the Expo, branding was extended from the street into the entrance and runner’s hall, culminating at the John Hancock welcome booth. The larger-than-life athlete imagery was an impactful backdrop for the event, with many attendees using this imagery as a backdrop for memento photos.