As the city marathon gears up for its 31st annual race, a new trail is blazed with a fresh name, branding and focus – the result of a partnership with Jajo Inc. and its creative professionals. The official race date is October 10, 2010, however Jajo has introduced the new “Prairie Fire Marathon” race name along with establishing a marketing plan for the entire year leading up to the day of the event.

“The alliance between Jajo and the Prairie Fire Marathon has allowed us to display our incomparable talent in each of our departments. From branding strategies to interactive development and media relations, we’ve had the chance to bring to life our ideas in every realm,” shares Jajo managing partner Steve Randa, “which is what Jajo is all about – directing an integrated program to create more than an experience, but a deeper interaction with a brand.”

The Jajo team brought to life the new Prairie Fire Marathon logo to compliment the new name. This was applied to an overall identity package of letterhead, invitation templates, press materials and Web landing page ( Then came the Nov. 9, 2009 race announcement, in which Jajo assembled a well-attended downtown press conference and oversaw all media relations to unveil the new marathon branding. A popular Jajo mantra, “deeds, not words” is excitedly followed with this venture, and agency staff members have already begun training for the 2010 Prairie Fire Marathon in support of the partnership, and its commitment to promote a healthy lifestyle.