• by Karlene Lukovitz  @KLmarketdaily, October 6, 2010

Subway's latest marketing efforts, tied into the ING New York City Marathon, feature longtime Subway spokesperson Jared Fogle in a new context: Inspiring amateur athlete, via Fogle's participation in this year's race.

But another key brand positioning message behind the marathon sponsorship relates to the QSR's designation as "The Official Training Restaurant" for the race.

Subway has for some time now featured Michael Phelps and other high-profile professional athletes among the celebrity Subway fans in its television commercials, and the "official training" designation serves as a logical extension of this connection.

In fact, Subway has already established an "official training restaurant" designation with the New England Patriots as well, and may develop similar sponsorship designations with other teams or sporting events, reports Tony Pace, SVP and CMO of the Subway Franchisee Advertising Trust Fund.

The designation "makes it clear that Subway is the natural choice of elite athletes -- that they look to Subway when they need quick, convenient, good nutrition," and view Subway sandwiches as "a legitimate part of their nutritional regimen," says Pace.

It's true that Fogle -- who has been a highly effective presence for Subway for more than a decade now, ever since he reported using Subway sandwiches as a dietary mainstay in his successful effort to lose 245 pounds -- is the main focus of the chain's marketing around the marathon.

His entry in the race and his months-long training process (he reports having run more than 550 miles thus far, in preparation) have generated ample media coverage. His journey to the marathon is being documented on Subway's Web site and social media presences, and featured or alluded to in new TV Subway TV spots airing on national network and cable programming between now and the race on Nov. 7. (One spot shows African runners on their home turf, worrying about Fogle's competitive edge and setting off on a 500-mile run to the nearest Subway to fortify themselves.)

And the coverage of Fogle's actual run during NBC's telecast of the marathon will, of course, generate substantial brand exposure.

At the same time, tie-ins with the professional athlete message have been visible throughout. For example, Fogle has reported training with Phelps and other sports figures/Subway fans, including NASCAR driver Carl Edwards and reigning NYC Marathon champ Meb Keflezighi. Fogle and Keflezighi have made television appearances together (wearing Subway-branded shirts), and the media was alerted for photo ops when the two went out together last month to run the homestretch of the marathon route.

Nor is it any coincidence that the media plan for the marathon-themed TV spots includes sports programming such as NFL games.

In short, Subway seems to have found a formula for combining Fogle's inspirational, regular-guy appeal with the aspirational appeal of pro athletes.