The marketing strategy for Singha Gold beer was carried
out consecutively to familiarize customers country-wide with
the product and to increase consumption. Sport was one public
activity that brought the company closer to its customers by
collaborating with work action, a strange style of running was
once arranged by the company in the form of a relay race
comprising of teams with eight persons in each with the
average distance run by each person per day being 12.5 kms.
The event was named “Singha Gold Light Earth Relay
Marathon - Overcoming Green Mountain” which became (1)
A deviation from the normal marathon race, offering an extra
challenge and (2) An attraction for tourists, both Thais and
foreigners alike, who loved running coupled with offers to sell
Singha Gold beer to the spectators. The route for this
tournament, which took place on October 23 and 24, 1992,
was through / over a mountain, Highway # 1095 which
connected Chiang Mai and Mae Hong Son provinces, covering
a distance of 100 kms a day.