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 residence six awards for its racing occasions.
At a time the place occasions advertising 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 trade requirements for best-in-class occasions.
For instance, the Membership deftly navigated the challenges of holding a worldwide 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 revolutionary 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 the usage of prolonged actuality to energy the newsroom and on-course results, permitting audiences to interact in an all-new immersive and interesting viewing expertise. The marketing campaign set a brand new customary for the way manufacturers can leverage know-how to navigate the challenges and logistical difficulties of worldwide occasions, whereby it received three awards together with two golds for Finest Revolutionary Transition – Bodily and Digital and Finest Use of Occasion Expertise and a bronze award for Finest Hybrid Occasion.
The Membership additionally recognises that disruption lies not solely within the bodily restrictions of occasion attendance but in addition in the best way that folks interact with occasions. Below a COVID setting, audiences have grown accustomed to digital means to interact with the game and have completely different expectations in the direction of leisure, so the Membership modified the way it engaged audiences for the Season Opening Raceday by reinventing its standard technique of engagement.
This noticed the Membership take a revitalised and digitised method corresponding to giving the enduring William Inform Overture beat a refreshed twist and creating a racing beat sport to attract renewed engagement for the Raceday, which resulted in a record-high turnover and totally booked attendance.
The marketing campaign received a gold award for Finest Occasion – Arts, Tradition and Leisure whereby the success of the marketing campaign is a good instance of how manufacturers ought to at all times 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 residence to many time-honoured traditions such because the Gents’s Bow Tie Stroll of the fashionable Gents’s Bow Tie Raceday, collectively hosted by HKJC and the Oriental Watch Firm. Nonetheless, on account of a two-year absence and restrictions in finishing up the custom in its standard kind, the Membership turned to new revolutionary means to carry 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. By means of a brand new interpretation of the custom and amplification of the expertise via the social circles of key marketing campaign ambassadors, life-style 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 degree of sophistication and magnificence, setting the usual of excellence for a phygital expertise. The marketing campaign received a silver award for Finest Occasion – Vogue & Magnificence and a bronze award for Finest Use of Influencer.
Because the occasions advertising panorama continues to evolve, inviting new challenges and alternatives, the Membership seems ahead to striding head-on and create extra unmissable model experiences for its iconic racing occasions.
This text is sponsored by HKJC.