The Hong Kong Jockey Membership continues to make nice strides at Advertising Occasions Awards

 

Following The Hong Kong Jockey Membership (HKJC)’s success at MARKETING INTERACTIVE’s Loyalty and Engagement Awards 2022 held earlier this yr which noticed the Membership win the extremely coveted high accolade Better of Present – Model, HKJC has as soon as once more achieved stellar outcomes at MARKETING INTERACTIVE’s Advertising Occasions Awards 2022 to take house six awards for its racing occasions.

At a time the place occasions advertising and marketing was rife with disruption, the Membership’s continued success is a recognition of its efforts in navigating this difficult panorama and pushing the boundaries to not simply set however reinvent business requirements for best-in-class occasions.

For instance, the Membership deftly navigated the challenges of holding a world sporting occasion – the LONGINES Hong Kong Worldwide Races which attracts racing expertise, press and followers from across the globe – by tapping into state-of-the-art know-how and communications improvements. 

This noticed the Membership undertake an modern hybrid occasion format whereby all key occasion happenings weren’t solely seamlessly broadcasted in real-time to all audiences no matter their bodily location, however racing connections and publications had been empowered to cowl the occasion with relative ease and ship well timed broadcast-ready unique content material. 

Moreover, the Membership additionally pioneered using prolonged actuality to energy the newsroom and on-course results, permitting audiences to have interaction in an all-new immersive and interesting viewing expertise. The marketing campaign set a brand new normal for a way manufacturers can leverage know-how to navigate the challenges and logistical difficulties of worldwide occasions, whereby it gained three awards together with two golds for Greatest Progressive Transition – Bodily and Digital and Greatest Use of Occasion Expertise and a bronze award for Greatest Hybrid Occasion.

The Membership additionally recognises that disruption lies not solely within the bodily restrictions of occasion attendance but additionally in the best way that folks interact with occasions. Below a COVID surroundings, audiences have grown accustomed to digital means to have interaction with the game and have completely different expectations in direction of leisure, so the Membership modified the way it engaged audiences for the Season Opening Raceday by reinventing its typical technique of engagement. 

This noticed the Membership take a revitalised and digitised method corresponding to giving the long-lasting William Inform Overture beat a refreshed twist and creating a racing beat recreation to attract renewed engagement for the Raceday, which resulted in a record-high turnover and absolutely booked attendance. 

The marketing campaign gained a gold award for Greatest Occasion – Arts, Tradition and Leisure whereby the success of the marketing campaign is a good instance of how manufacturers ought to all the time be contemplating alternative ways to painting distinctive model property in up to date contexts to higher resonate with audiences.

The Membership’s iconic racing occasions are additionally house to many time-honoured traditions such because the Gents’s Bow Tie Stroll of the trendy Gents’s Bow Tie Raceday, collectively hosted by HKJC and the Oriental Watch Firm. Nonetheless, resulting from a two-year absence and restrictions in finishing up the custom in its typical kind, the Membership turned to new modern means to deliver this custom to life to announce the comeback of the Gents’s Bow Tie Raceday. 

This noticed the Membership create a pre-heat for the Gents’s Bow Tie Stroll and gave it a digital improve at Hysan Place in type of an augmented actuality (AR) phygital expertise. Via a brand new interpretation of the custom and amplification of the expertise by the social circles of key marketing campaign ambassadors, way of life influencer and the broader public, the Membership was in a position to generate pleasure and anticipation for this lengthy absent custom and occasion while additionally reinvigorating the Raceday with a brand new stage of sophistication and elegance, setting the usual of excellence for a phygital expertise. The marketing campaign gained a silver award for Greatest Occasion – Style & Magnificence and a bronze award for Greatest Use of Influencer.

Because the occasions advertising and marketing panorama continues to evolve, inviting new challenges and alternatives, the Membership appears ahead to striding head-on and create extra unmissable model experiences for its iconic racing occasions.

This text is sponsored by HKJC.