Established in 2015, Run the Track provides a unique experience for runners at the only F1 circuit in the city on January 1st each year.

Challenges:

Among all the running events popping up, how could the event build a unique and charming brand image, and lay a solid foundation as one of the city’s New Year tradition?

Solutions:

• Position the event as the must-go New Year Day celebration, healthy, joyful, auspicious and inspirational 

• Figure out different topics for a multiple-wave communication campaign instead of a one-day event, lasting for more than three months each year 

• Attract audiences other than runners by leveraging music and culture

Achievements:

The project has grown into a phenomenal city-wide event over the past three years, popular among runners and positively reported in leading media