MARKETING 1010 GONE HAYWIRE?
Let’s face it, raise your hands all those who have heard of the CSL 1010 Million Challenge?
Okay, the three of you, put your hands down.
Who knows what this Challenge is all about?
What? No one has an answer?
Frankly, even some trainers, owners and jockeys we know have no idea how this works.
Nor give two hoots about it.
We hear that such-and-such a race is part of the CSL 1010 Millions Challenge and it’s like water rolling off a duck’s back.
As a friend of ours who is a newbie to racing asked after seeing all the billboards advertising the event, “How do I make a million?”
Well, unless the owner of a horse, you can’t and there really is nothing to get race-goers excited about this, well, thingy.
Seriously, we have no idea how it all works.
CSL 1010 really needs to wake up and smell the tote board.
Somewhere, someone is not getting it.
In very basic terms, this “challenge” is to find Hong Kong’s equine King Of The Valley.
But it can be so much more.
After, gawd knows how many years, it just plods along like a lowly Class 5 galloper.
No changes for the better, nothing to excite race-goers, no innovation.
Just the same old, same old.
We’ve heard of this idea and that idea and a “virtual game” and it’s all been boring as shit.
All talk, all waffle …
At least, one group of people have got the right idea: It was either put up or shut up.
And so, Thee Attacks, the hottest young band in Denmark – and set for a few gigs soon in Beijing – took the horse by the horns.
Or 1010 by its tail.
They recorded a track for 1010 and their racing event.
And Hong Kong’s Scottie Hui took the bibs and bobs he had and made a rough video of what music can bring to this Challenge.
http://www.youtube.com/watch?v=_xIYb_2-xoE
This event need not be something for 10-12 “lucky owners.”
It can be something for ALL race-goers.
The CSL 1010 Million Challenge can work in tandem with Happy Wednesdays.
And why not have Thee Attacks perform at the Finals of this event?
They’d be cheaper than many of the flatulent local music acts.
Why not have CSL 1010 associated with the extremely popular Jockeys Challenge and make things more “clearly defined” and strategically “holistic”.
It can attract new race-goers to this Jockeys Challenge and make it even more exciting to those who are already following it.
The CSL 1010 Million Challenge can also be tweaked to include trainers, jockeys and horses.
After all, it takes this team to win this challenge – and become Kings Of The Valley.
It can also help introduce Hong Kong’s jockeys and trainers to new race-goers – and in an entertaining way- and through the power of music.
It can do sooooooooo much more than ringing a bell and expecting everyone to understand what the hell this non-event is all about.
Right now, it’s the Gong Show gone wrong.
And with no Chuck Barris.
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