THE ROLE OF RACING IN THE MARKETING OF HONG KONG

It’s disappointing that the significance of Hong Kong’s wins over the weekend Singapore’s biggest International Races have not been realized outside of the city’s racing world.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 1
(Source: SIA Cup)

Then again, even international racing pundits gave these wins scant mention preferring to focus on their country’s horses and the reasons for their failure.

But that’s how racing has been and how it plods along and wonders why it is still not a “glamor” sport that attracts celebrities, big name sponsors and strong partnerships involving branding.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 2
(Source: E7 Sports)

Until this mindset is changed, until the stupidity of TVN in Oz, for example, that stops fans from uploading videos of their favorite races alleging this to be a breach of contract and so stops the sharing of information just as music companies unsuccessfully tried to stop the sharing of music, racing will always be in the Dark Ages.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 3
(Source: Daniel Crommie)

It will continue to be a very insular sport for the elitists and the hardcore punter whose universe centers only on racing- the betting side of the sport.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 4
(Source: Tip Tele)

In Hong Kong, the city is going through immense change.

The natives have not only got restless, the lunatics are hell-bent on taking over the asylum and driving out the corrupt politicians, greedy landlords and anyone and everything associated with greed. Gordon Gekko is dead.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 5
(Source: American)

In a very fast-paced city like Hong Kong, heroes are always very hard to find as those wearing the black hats and the white hats become very grey. Like actor Jackie Chan who has quickly fallen out of favor.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 6
(Source: FJDH)

Especially in Hong Kong, this is a void that can be filled by racing- and promoting those personalities behind the sport.

It has been done- but to a captive audience. The same old audience that will bet on a cockroach race.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 7
(Source: Weekend Notes)

Unlike many other racing jurisdictions, the HKJC has been able to make racing seen as fun, entertaining and not only about gambling. Want gambling, go to Macau.

It’s a combination of all three USPs plus those Happy Wednesday Nights held in the most unique racecourse in the world.

All this is a very giant baby step towards creating a new “version” of the sport to a new generation of consumers born into a world of online gaming, who have embraced social media and are looking at old things in new ways- and enhancing and changing these to fit THEIR lifestyles.

THEY will lead and they won’t follow leaders and they’ll watch their parking meters.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 8
(Source: Mind Body Green)

While TVN in Australia bans the uploading of their racing videos and squirrels them away along with their nuts, the HKJC do all they can to get their videos out, work with social media companies, marketers inside and out of 1 Sports Road, Search Engine Operatives (SEOs) and various new platforms to reach as many different customer segments as possible.

Hand holding a Social Media 3d Sphere
(Source: The Social Media Training)

Where there is a stumbling block is in traditional media.

Traditional media is like the hardcore punter: Set in their ways and immovable beasts. It’s the elephant in the room thinking of the past.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 10
(Source: Silverlining)

The wins of Military Attack and Lucky Nine last Sunday at Kranji, were more that fodder for the racing pages and where the wife or girlfriend says, ” Here, take your section.”

These wins were the positive fillip Hong Kong people needed to feel a sense of pride, competitiveness and achievement at a time when the city is very splintered regarding what the next steps in its future will be and if there are plans for a Brave New World.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 11
(Source: SIA Cup)

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 12
(Source: SIA Cup)

It was a Good News Day just like that wonderful day when the great Silent Witness won in Japan and all of Hong Kong celebrated the victory like a song by Kook And The Gang.

These victories on the weekend should have made the Main News Reports on television.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 13
(Source: SIA Cup)

Bars should have been offering free shots with names like Military Attack, The Zac Attack, Moore The Merrier and Lucky Nine.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 14
(Source: SIA Cup)

The Chief Executive who needs all the help he can as his popularity sinks faster than the Titanic, should have applauded these victories.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 15
(Source: Deviant Art)

The winning teams should have been given the keys to the city.

Come now, even so-called American Idols get keys to their cities.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 16
(Source: Island Packet)

IF the above was done, it would have been heard about globally- and no one knows who this might have attracted and where this could have led. Now THIS is making something truly go viral.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 17
(Source: Jrcel Ski)

This is where one can see quite radically different views on the global image and marketing of horse racing surfacing.

The old guard remains set in their ways and happy to watch while Rome burns around them whereas others are pushing the envelope to douse the fires and accelerate Change and bring the sport in line with the times.

No prizes for guessing which side we’re on.

THE ROLE OF RACING IN THE MARKETING OF HONG KONG 18
(Source: Logo Fury)

This entry was posted in casper fownes, HAPPY WEDNESDAY, Hong Kong Jockey Club, Hong Kong Racing, Horse Racing, JOHN MOORE, SINGAPORE TURF CLUB, www.fasttrack.hk, zac purton and tagged , , , , , , , , . Bookmark the permalink.

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