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Happy Wednesday

The Hong Kong Jockey Club asked us to help them communicate to a broad mixture of Gen Z party goers and sporting enthusiasts in Hong Kong. As well as appealing to these diverse audiences we should also connect with the local expatriate communities and international tourists . The aim was to make Wednesdays races at Happy Valley part of the "must see" experiences in Hong Kong culture. An ambitious plan of 15 party themes were created to synchronise with seasonal, cultural and the racing calendar. We launched with a theme that encapsulated the fun and excitement of the carnival with "The Greatest Show in Town". Audiences were to expect heatre, drama, and the extraordinary.

Hong Kong bus shelter with Happy Wednesday poster
Hong Kong tram with Happy Wednesday graphics

HKJC Happy Wednesdays

We're off to the races with the Hong Kong Jockey Club to announce the start of the new horse racing season at Happy Valley. We created a multi-touchpoint campaign encouraging audiences back to the Wednesday Night events. Each week a new theme, starting with "The Greatest Show in Town".

Hong Kong Jockey Club
Release Date:
September 2023
Branded Content

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