Fresh Events Asia picks PR agency for 'The Sky Race' at Merdeka 118

Fresh Events Asia has appointed GO Communications to spearhead the communications strategy for The Sky Race, a first-of-its-kind tower running event set to take place on 30 August 2025 at Kuala Lumpur’s iconic Merdeka 118. The event is expected to be one of the country’s most anticipated sporting moments of the year, aligning with Malaysia’s Merdeka Day celebrations.

Designed to be more than a physical challenge, The Sky Race invites participants to ascend all 118 floors of the world’s second-tallest building (a total of 2,845 steps) culminating in a finish at level 118, which will be opened to the public for the first and only time during the event.

From the starting point at the Merdeka Stadium concourse to a sky-high finish line celebration, the event promises an immersive, festival-like atmosphere that blends endurance with national pride.

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“The Sky Race at Merdeka 118 will be an iconic experience that celebrates Malaysia’s spirit of independence and unity,” said Jeffrey Ross, general manager of Fresh Events Asia and race director of The Sky Race. “We’re excited to have GO Communications with us once again. Their ability to distil complex ideas into compelling stories is unmatched.”

GO Communications will lead on all aspects of strategic storytelling and publicity to elevate the race’s national and regional visibility.

Its CEO Peter de Kretser said the project is especially close to heart, sharing that he was born on Merdeka Day. “To be part of something like The Sky Race is nothing short of extraordinary. It’s not just a race, it’s a celebration of national pride, and we’re proud to help tell that story.”

The event is open to anyone aged 13 and above and aims to attract over 4,000 participants. It is sanctioned by the Malaysia Towerrunning Association and aspires to join the global circuit of landmark tower races, from the Empire State Building Run-Up to the Taipei 101 race. The race also carries a charitable cause, partnering with Yayasan Chow Kit to support children and youth across Malaysia.

Participants will receive an official race pack and gain exclusive access to the event village, while top finishers in both men’s and women’s categories will be awarded cash prizes. The highlight, however, is a once-in-a-lifetime view of Kuala Lumpur from Level 118, a space that hasn't before been open to the public yet.

Last month, GO Communications bagged another client win after Irama Hotel Kuala Lumpur, an up-and-coming hospitality landmark in the capital, appointed the agency to oversee aspects of public relations and brand communications duties ahead of the hotel's opening in the fourth quarter of 2025.

As part of this appointment, GO will manage a full suite of services, including public relations, branding, creative communications, and social media management, in the lead-up to the hotel’s launch and beyond.

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