Secret Tour Hong Kong is honoured to have helped promote the annual mega event, the Standard Chartered Hong Kong Marathon (SCHKM), with Vane Communications handling social listening. This year, we aimed to transform this international event into a citywide celebration: “Together, We Run Further” (一起渣馬). It was more than just a race but an experience for everyone. 

Cheering Billboards in Causeway Bay

To embrace the theme of 一起渣馬 and spread the runner’s spirit, we prominently displayed cheering slogans on the large outdoor billboards and LED screens at Island Beverley next to Sogo in Causeway Bay, such as:

• 深呼吸，唔好急 (Breathe easy, move steady)
• 無論領先落後，保持自己節奏 (No matter the lead, keep your own speed)
• 渣馬態度永不停步 (SCHKM Spirit: Never stop moving)

Cheering Shops Along The Race Route

We introduced a “Support Small Businesses, Cheer On The City” initiative (助小店 撐跑手), by mobilising a few hundred local shops along the race route to cheer on the runners in various ways. Some shopfronts in Causeway Bay and Tin Hau were turned into cheering stations with SCHKM-themed walls, which were on display until the race day on February 9, 2025.

These cheering shops were featured on the LED screens at Island Beverley, supporting local businesses while generating excitement around the race. 

By transforming the districts into big cheering zones, we hoped to spread positivity throughout the city while also encouraging traffic from runners, volunteers and spectators to bring real business to these local shops.

Tailored Cheering Slogans at Shopfronts

Here are some of the cheering slogans showcased on the shopfronts along the race routes, conveying 渣馬是一種信念:

• 每一步都係進步 (Every step is progress)
• 聽自己腳步，跑自己速度 (Run your own race, at your own pace)
• 人生不問起點終點，最緊要你想點 (It’s not just about where you begin or end, but what you aspire to achieve along the way)
• 要酒一齊酒，要唞一齊唞 (Whether it’s running or resting, we do it together)
• 按自己速度，享受每段路 (Enjoy each part of the journey at your own pace)
• 幾攰都好，保持台風 (No matter how tired you are, always hold your composure)
• 唔使跑贏世界，只要同自己鬥快 (It’s not about winning the world, it’s about challenging yourself)
• 睇得遠，先跑得遠 (Look farther to run further)
• 渣馬七萬個跑手，只有自己一個對手 (In a competition with 70,000 runners, you just need to race against yourself)