By Hans Ebert
It’s easy enough to say: Happy Wednesday. Add to that Happy Valley Racecourse in Hong Kong. But how the HKJC created this experience for customers- and just what an entertaining experience it is- would be short-changed if confined only to the racing pages of newspapers. It deserves and needs to be known to as wide a mainstream market as possible, in Hong Kong and overseas, using what was once called “trade and consumer advertising”, and are today all the delivery platforms that make up social media. The Happy Wednesday brand should be a magnet for advertisers wishing to communicate to a captive audience of millennials and friends of friends of friends of millennials.
Happy Wednesday is a brand and game changer in a sport still banging on the door to be allowed in with all the other big boys and girls of sports entertainment- football, tennis, cricket, golf, basketball.
Nowhere else in the world can there be anything close to a Happy Wednesday at the horse races. It almost redefines the sport by making it appealing and attractive to an entire generation who have been ignored, or else led to believe that horse racing is something irrelevant and belonging to the past, and a previous generation interested in a sport saddled by those words called “gambling” and “betting”. But attend a Happy Wednesday night at Happy Valley Racecourse, and what you have is an incredible melting pot of nationalities- young, fashionable people- taking it all in- the racing, all the activities, all the ‘live’ music in the Beer Garden of this giant outdoor “club” located smack dab in the middle of the neighbouring skyscrapers. It’s all a bit like a cross between a happy Gotham City that’s somehow met the positivity of that Field Of Dreams. Someone built it and they came. And keep coming in the thousands.