Benjamin Li
Jun 4, 2010

Hong Kong Jockey Club calls creative tender

HONG KONG - Hong Kong Jockey Club (HKJC) has called a creative tender for the racing marketing business for its 2010/11 season.

The deadline for submission is today. The creative contract includes TV, print and online executions.

The creative pitch is for HKJC's seven major racing events at its Shatin racecourse and three smaller events at the Happy Valley course.

“HKJC has been trying to revamp and rejuvenate its corporate image, to market horse racing more as a sports event rather than just hard-core gambling,” said one industry source.

OgilvyOne is the incumbent digital agency for HKJC.

HKJC has reportedly shortlisted digital agencies to create a campaign aimed at drawing new clients to its races, but the result is yet to be announced. Shortlisted digital agencies are Arc, MRM, OgilvyOne and Publicis Modem.

HKJC is down on its luck, as profits tumbled by 30 per cent to US$90 million from $130 million year-on-year for the racing season.

HKJC was given permission by the Government in August last year to add five race days and 15 telecasts of overseas races for people to bet on - its first extension in 10 years.
Campaign China

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