Longines Masters Hong Kong - We Ride The World 2016 & 2017
The Longines Masters of Hong Kong is recognized as one of the most prestigious equestrian competitions in the world. This unique series began its journey in Los Angeles, Paris, and finally ended in Hong Kong. The world’s top international showjumpers and horses competed at the Longines Masters of Hong Kong – three days of thrilling sporting action and entertainment from 19-21 February 2016 at AsiaWorld-Expo.
GHC Asia’s aim was to build momentum for the Masters in Hong Kong as well as in Paris and Los Angeles. We focused on building the brand across a variety of media channels. We also aimed to position the Longines Masters Hong Kong as a ‘must attend’ event through the following key messages - More Than Showjumping, Bigger And Better, and Highest Standards.
Planning & Execution
To build momentum for the Masters in Hong Kong as well as in Paris and Los Angeles we focused on building the brand across a variety of media channels.
Dedicated pitches were created to attract regional coverage and with high profile sponsors and partners; leveraging key sponsorships to showcase that the Longines Masters of Hong Kong as a sophisticated and high profile event.
Effectiveness / Results
GHC Asia‘s strategy helped the Longines Masters to drive significant engagement and reach in 2016 across PR and social channels. Over 310 pieces of coverage were generated across Greater China and Asia Pacific with a readership of over 1.3 billion reached and an advertising value equivalent of HK$32,044,987.
GHC managed 100 media over the course of the event and select influencers who shared their experiences through key online channels driving further brand awareness.
Due to the success of the campaign, GHC Asia has been engaged for the 2017 Longines Masters Hong Kong.