Luang Prabang Half Marathon: Run for Children at Ten

The Luang Prabang Half Marathon: Run for Children has spent a decade bringing runners and the local community together to support children in need in Laos. Its tenth-anniversary edition on 26 October 2024 was a milestone worth celebrating, and an opportunity to grow participation from neighbouring countries.

Vietnam is a natural source of runners, with a booming running community and a short flight to Luang Prabang, but the event was unknown there. The organisers needed help spreading the news among Vietnamese communities, particularly runners and people drawn to charitable causes, with limited resources.

Ruder Finn Era's Vietnam team took the view that an event people have never heard of needs a story, not just a date. The localised press release framed the race around its purpose and its decade of impact, positioning Luang Prabang as a destination race for runners who want their kilometres to count for something.

The Vietnam office coordinated distribution with other Ruder Finn Era offices in ASEAN so the anniversary was told consistently across the region, while focusing its own effort on the tier-one Vietnamese outlets read by the running and travel communities.