The 'It's Wednesday' campaign promotes Wednesday nights as the best night to enjoy horse-racing. The campaign is led by TV, but also includes extensive print coverage in the business districts, and direct mailing.
"Many people see racing as an outdated sport, particularly among professionals," said Joanna Yang, HKJC head of customer management. "They don't really think of going unless they want to gamble, and that is the image of the sport that we are trying to change."
The campaign launched in the run-up to the bar's official opening this week, and is expected to run for another six months. The Tank handled the creative work, while planning and buying was done by MindShare.
Adrenalyn heads racetrack's move to change image
The Hong Kong Jockey Club's (HKJC) new racetrack bar, Adrenalyn, has launched a campaign targeting the city's professionals.