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RSA 8K Series
Background:
While the race of the 8K Series was organized in Jinqiao district, Shanghai in 2002, RSA joined the 8K series
as the title sponsor in the spring of 2006 and continues their support to this day. With a goal of developing a
marketing platform that could be carried across China, reached out to their various corporate clients while
still representing the company values, RSA signed on as title sponsor for what has become the RSA 8K
series.
Challenge:
In accordance with RSA's aim to expand their business across China, S2M was tasked to raise the profile of
the 8K series, build it out into new market while ensuring the fundamental characters of the original Jinqiao
8K remained through all the Series events.
Solution:
In 2007, S2M Group launched a new race on the Puxi side of China as well as a new race category, the 8k
corporate relay. Furthermore, S2M introduced a series of running clinics to help promote the run directly to
the corporate clients RSA was looking to reach and help build a stronger relationship between RSA and
their clients.
Result:
Thanks to the backing of RSA, the Jinqiao race has become a leading fixture on the Shanghai sports
calendar and the series continues to expand to include a new race in Beijing starting in 2009 with plans
for more races to come in the upcoming years!!
