2024 Taipei Marathon – Gold Label Campaign
First city marathon in Taiwan with Gold Label certification
Attracted runners from over 20 countries
Historic high in international athlete participation
Challenge
Being officially recognized by World Athletics as a Gold Label Race is no small feat.
The challenge: How do we communicate its difficulty—and turn that into something the public can truly take pride in?
Strategy
This extraordinary achievement unfolds simultaneously through both elite and everyday runners.
We adopted a dual-track narrative approach:
On one side, we showcased the grandeur of the event with powerful race-day visuals and international elite athletes;
On the other, we highlighted pre-race preparations, amateur participants, and iconic cityscapes—revealing how the marathon is deeply intertwined with daily life and civic pride.
Through this balance, we fostered a powerful sense of unity and collective celebration.
Results
The campaign elevated Taipei’s image as a marathon city, making it shine brightly on the international stage.
