As this year’s horse racing season returned on 10 September, Hong Kong Jockey Club (HKJC) has partnered with creative agency Uth Creative to debunk misconceptions surrounding horse racing with a new sports-focused thematic video featuring jockeys as sports icons.
Available from 21 August 2023 to 10 September 2023, the campaign centred around addressing audiences' queries and misconceptions about horse racing. Trying to change the public perception of gambling overshadowing horse racing, the video projected a modern and elite image for the sport.
On the other hand, while some audience believed that the horse was the sole determinant of victory, the campaign presented a message that jockeys were equally crucial. They require determination, hard work and skill, just like athletes in other sports such as horse hockey and cycling.
As part of the campaign, a dynamic 90-second promotional video featuring eight Hong Kong elite jockeys, including Zac Purton, Hugh Bowman, Matthew Chadwick, Vincent Ho, Karis Teetan, Alexis Badel, Lyle Hewitson and Derek Leung, was launched on 14 September.
Also known as "What It Takes to Be a Jockey", the video showcased their dedication, dearlessness and determination towards horse racing. By fortifying their image as elite athletes, comparable to those in other sports, the campaign aspired to uphold the status of horse racing as a professional sport.
To engage with a wider audience, the video was uploaded on various online platforms and out-of-home channels across Hong Kong, including YouTube and the Causeway Bay SOGO mega TV screen.
In a conversation with MARKETING-INTERACTIVE, Desmond So, CEO of Uth Creative said HKJC's marketing focus would continue to promote jockeys as professional athletes, and furthermore as icons for season 23/24 through other marketing activities.
"It's not just your typical horse racing campaign that we usually develop. This extraordinary campaign goes beyond the norm, offering a unique opportunity for everyone to delve deeper into the world of jockeys and gain a profound appreciation for their unwavering dedication and remarkable skills," So said.
MARKETING-INTERACTIVE has reached out to Uth Creative for more information.
Hong Kong Jockey Club National Day race mascot raises identity questions
L’Occitane HK empowers Gen Z to 'reset' their minds and souls with new campaign
HKEX celebrates overseas expansion with campaign featuring iconic HK red taxi
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window