Horse racing has always been perceived as being a mug’s game.
While other sports attract sponsors, make innovative changes in their marketing strategies, and raise the profile of their players to Superstar status, horse racing seems to plod along.
But not in Hong Kong and not if the Hong Kong Jockey Club (HKJC).
What many who are not in the racing business or follow the sport don’t realize is that horse racing in Hong Kong is a “national pastime” and that the Hong Kong Jockey Club is lengths ahead of every racing club in the world under the leadership of CEO Winfried Engelbrecht- Bresges.
Engelbrecht-Bresges, or “E.B” as he is more popularly known is a demanding task master, but for all the right reasons. Under the guidance of this German, the HKJC is today the global leader in horse racing not only based on turnover and where one race meeting at Shatin, one of two racetracks in Hong Kong, averages HK$1.2 billion.
Some racing clubs don’t even come close to making a quarter of this turnover over an entire season.
But, somehow, despite the economic slowdown, every race meeting in Hong Kong shows that turnover is up as is attendance.
This financial success has to do with “E.B.” ensuring that his team understand and cater to everyone from the hardcore punter to those who see racing as part of a hobby or part of their lifestyle along with new customers- and more on this below.
Yes, people in Hong Kong and Chinese people, in general, love to “play the horses.
“E.B” knows this and also realizes that it cannot afford to rest on its laurels.
Today’s race-goer, members and horse owner might not be there tomorrow and with this in mind, the Club has sped up its marketing efforts to reach the one-time elusive, new- and younger and more cynical- race-goer. With many who fall into this category not even knowing the very basics of racing, there has been a very focused strategy to “edutain” them.
This strategy has resulted in and falls under the umbrella of Happy Valley Racecourse’s Happy Wednesday branding.
Every Wednesday night, horse racing takes place at Happy Valley racecourse, one of the most unique settings for racing which takes place under lights and right in the middle of a track dwarfed by skyscrapers.
At the racetrack itself, those attending can get one of the best views of horse racing in the world.
There is then, also everything which now falls under Happy Valley’s Happy Wednesday brand.
Yes, nearly everywhere in the world, there is a Happy Wednesday and even a Happy Hump Day, but never has there been so much on offer on a Wednesday than at Happy Valley’s racecourse.
Like what?
Well, like an area called The Beer Garden- casual, in the open air, people meeting people, all different nationalities, the spectacle of the races and ‘live’ music between each race.
There have also been fashion shows with partners like Fashion TV (FTV), there have been a series of wine promotions, Easter promotions and events like “Music Rocks The Valley.”
The events truly cover all bases and there is something for all the regulars who attend and which “speak” to them in a “voice” they understand with social media being a very major factor in bringing these people together.
http://www.youtube.com/watch?v=O8Ogy9pbC-c
Recently, the HKJC has brought horse racing one step closer to newbies to the sports.
First came the re-opening of their venue and club called Adrenaline- and which is branded as “a new era in horse racing.” And for good reason.
What gives Adrenaline that extra edge is a technological breakthrough called I B U, an inter-active and touch-screen board which gives those unfamiliar with the sport and its players, all the information they need- and at their fingertips.
The “new” James Bond would feel right at home behind this I B U board.
Also recently opened at Happy Valley and adding to the Happy Wednesday brand has been The Gallery, a racing-themed restaurant which also offers a spectacular view of the racetrack and is home to another technological breakthrough called The Race Simulator, an app which can be downloaded, various permutations can be added and with which one can work out their own choices at to who or what might win a race.
It has quickly become one of the most popular downloads in Hong Kong and with its main fans being the very newbies the Club is trying- and succeeding in attracting.
With sponsors such as Audemars Piguet, Standard Chartered Bank, BMW, Mercedes-Benz, Longines, Sa Sa which sponsors Ladies Day and other blue-chip brands, the branding of Shatin is all about being as “blue chip” and as five-star as its sponsors.
Happy Valley, however, and with its mid-week racing has its Happy Wednesday brand and it’s a brand which really will take the world of horse racing to where it’s never been taken before- and bring in those who might have once thought this is a sport and pastime for their parents and grandparents along with all the mugs in the world.
http://www.youtube.com/watch?v=5AXO0JJ0yMg
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