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Entry Details

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Entry Details

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  1. Core submission document templateCampaign CategoriesPR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong KongTel: + 852-2861-1882 Fax: + 852-2861-1336 www.marketing-interactive.com

  2. Entry Details Please provide the following information: 1. Entry Category: Best Engagement – Mass Community • 2. Name of Campaign: Riding High Together Festival 3. Name of Organisation: The Hong Kong Jockey Club 4. Name of Brand: The Hong Kong Jockey Club 5. Name of Agency: PHD Hong Kong NOTE: Any specific information or content intended for judging purposes only must be clearly indicated in Red, or highlight it in red. Marks may be deducted if the strict slide number of entry submission is exceeded.

  3. Entry Video https://youtu.be/d5GlRFDByK8

  4. Challenge CHALLENGES Riding High Together Festival a carnival for Families & Children who look for quality family time during Easter PERCEPTION GAP researches shown public misunderstood racing = gambling HKJC = profit making non-race goers are therefore alienating with HKJC COMPETITION EVERWHERE every mall offers free Easter activities carnival in Kai Tak Cruise Terminal annual egg hunt in Discovery Bay LOGISTICS NIGHTMARE set up 70+ activities over 15 hectares space 24 hrs window to reinstate for races before & after event THE WEATHER IS NOT FOR BOOKING the coldest Easter ever in 38 years might affect show up rate 25 – 26 March 2016 $60 per head Sha Tin Racecourse & Penfold Park OBJECTIVES SHIFT PERCEPTION instill perspective of racing as a professional sport INSPIRE AFFECTION demonstrate HKJC as a world-class sporting organisation BUILD RECOGNITION drive awareness and understanding of HKJC’s purpose of enabling betterment of Hong Kong

  5. Strategy 1. SPORTSMANSHIP the unique theme to bridge perception gaps • an easy to understand and relevant theme to build association between HKJC and sports • Convey HKJC’s core values through strategic articulation of the meaning of sportsmanship: “giving your all”, “pursuing excellence”, “never giving up” and “respecting the rules” 2. ONE & ONLY EXPERIENCES repurposing HKJC’s iconic facilities • transform Sha Tin Racecourse and Penfold Park into stages for experiences could not be found elsewhere 3. ACTIVE PARTICIPATION inspiring attitude changes • allow children to appreciate the value of sportsmanship through athletic experiences and a collaborative challenge (specifically, a world-record setting achievement)

  6. Execution Transformed the racecourse into an edutainment carnival > > PARADE RING – exclusive turf where only horse owners could set foot on and racing fans eagerly inspect horses’ pre-race look from spectator stands • LIVE PERFORMANCE SHOWCASE –amphitheater staged • Guinness World Record setting by 1,000+ students; • Olympic gold medallist Lee Lai-shan and MU legend Park Ji-Sung led workshops for thousands of parents. MTR STATION CONCOURSE– the concourse receives thousands of racegoers every week FITNESS ASSESSMENT & SOCCER 4 TOURNAMENT – flat surface and under cover, an ideal space for small football tournament and fitness challenges Sha Tin Racecourse Zone 6 & 7 Fitness Assessment & Soccer 4 Tournament Zone 8 Live Performances Zone 1-5 Interactive Exhibition Zone 9 Inflatable World > > • INTERACTIVE EXHIBITION– fully decorated area showcased HKJC's contributions in sports and rare medals & trophies from major international competitions BETTING HALL – indoor area equipped with seating and audio-visual facilities for racegoers FORECOURT– spacious yet slightly sloped outdoor spectators’ area for watching races up close • INFLATABLE WORLD– gigantic inflatables erected near the entrance to create immediate excitement and to quickly pull visitors into the elongated venue

  7. Execution PENFOLD PARK – one of the few pet-friendly parks in HK; also served as the training venue for equestrian horses during the Beijing 2008 Olympic Equestrian Events > > Zone 10 Horse Encounters • BRAND TUNNEL – the only passage connecting the racecourse and the park was used as the brand showcase of HKJC’s not-for-profit model and contributions to the community • PONY RIDES – paddock with fences made an ideal area for public to have close encounter with horses • “DANCING WATER DROPS” – Representing athletes’ sweat & tears, this installation art was displayed on grass for public to engage in the fusion of art and nature • EQUESTRIAN PERFORMANCES – bespoke cross-country course designed according the park landscape & audience’s best viewing; show jumping arranged to mimic 2008 Beijing Olympic equestrian events • One & Only Event: • 70+ “edutainment” activities (100%+ yoy) • 15 hectares of space • (= 22 standard soccer fields) • Extensive Coordination: • 20+ internal departments • 1,200+ staff members, performers and volunteers supported on each event day >>

  8. Results ABOVE TARGET ATTENDANCE DRAWING THE RIGHT SEGMENT HIGHLIGHTS • 85% attended as families • 73% of visitors are non-racing public • Reinforced the racecourseas a uniquevenue for entertainment and sports • Stagedthe largest-ever edutainment carnival promoting sportsmanship in a racecourse in Asia • Parents and childrenembraced the importance & value of sportsmanship • Tickets sold out within 34 hours despite changing from complimentary to fee-charging event • 26,000 visitors in 2 days, 18% above target, reached maximum capacity • 92% of paid customers showed up HIGH VISITOR SATISFACTION • 81% are willing to attend future HKJC events • 83%of visitors were satisfied • 76%found the Festival very attractive

  9. Result 藉推廣體育精神，大搞嘉年華活動，與民同樂…值得一讚！恰好也為終日謀算以公帑堆砌大白象的特區政府，作個正面示範。 (This carnival is worth praising and it sets a good example for government to follow) 艾青天, columnist, HK Economic Times 馬會主辦嘉年華，還請個當紅的球星來香港…勝在夠in,充滿誠意。(HKJC’s bringing popular football star to the carnival is keeping with the trends and customer centric.) IMPROVED PERCEPTION • 70% found the Festival’s messages relevant to them • 79% will share messages learnt at the Festival • Positive accolades from influencers • Nearly$10million media value generated 其實梁特政府...與其勞師動眾費時失事建泳棚俾人在中環游水，哪不如學人哋一年在各區搞幾個真。嘉年華會。 (Government should follow HKJC and organise annual carnival in different districts ) 康怡, editor, www.inmediahk.net 香港人談賽馬，往往與賭博混為一談，馬會多辦此類活動讓市民帶子女近距離接觸馬場的人和事，正好為形象加分。 (Whenever HK public talk about horse racing, they always mixed it with gambling. HKJC’s image does improved by organising such events that allows public and their children to get to know the racecourse ) Aberdeen, columnist, Post852 馬會利用馬埸的地利，自己搞合家歡嘉年華會，再出動雪佛蘭小馬，又有曼聯前球星朴智星教踢波等，同自己本業有關之餘又夠多元化。(HKJC has made good use of its racecourse in organising the carnival filled with diverse activities and remain relevant to its business) 香睿剛, columnist, Sing Tao Daily QC, columnist, AM730

  10. Supporting Visuals Max. 2 slides – slide 1 (optional) • .

  11. Supporting Visuals Max. 2 slides – slide 2 (optional)

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