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Cluba£á?s a£á?Happy Wednesdaya£á? campaign wins Sales & Marketing Excellence Award

06/17/2012

The "Happy Wednesday" campaign developed by The Hong Kong Jockey Club to bring new glamour and excitement to Wednesday night race meetings at Happy Valley has been honoured with the Best Sports and Entertainment Event Marketing & Promotion Award in the 2012 Capital Weekly Sales & Marketing Excellence Awards, organised by South China Media.

The award recognises the Club's dedication to rejuvenating horse racing and attracting a new generation of racegoers to the sport, which in recent years has tended to become seen as a pastime mainly for older customers.  Initiatives such as the "Happy Wednesday" events have gone a long way to changing that perception, making the racecourse a popular place for the young professional set to chill out after work and enjoy a unique social experience, blending thrilling sport and a wide variety of entertainment.

The "Happy Wednesday" campaign encompasses a regular programme of party nights throughout the racing season, built around different lifestyle themes that appeal to the younger generation such as Oktoberfest, Fashion Styles the Valley, Xmas Comes to the Valley, Wines in the Valley, Easter Comes to the Valley, Le Valley Français, and Music Rocks the Valley.  Each event offers a wide variety of food choices and special on-site games and events.  Always at the centre of the action is the trackside Beer Garden at Happy Valley, which has become a hugely popular gathering place for locals and foreigners alike.

"Since Happy Wednesdays began in 2008/09, we are very happy to have seen them grow into iconic social events, representing a new era of horse racing," says the Club's Executive Director of Customer and Marketing Richard Cheung.  "We will continue injecting further vibrant and trendy elements into the programme, making Wednesday nights at the Valley a 'must-go' midweek entertainment.”

The Club's efforts have produced a steady increase in midweek attendance at the racecourse.  In addition, the "Happy Wednesday" Facebook page now has over 10,000 fans, of whom most of them are regularly active in checking out the Happy Wednesday’s postings and event happenings.

Other recent initiatives to attract a new generation of customers to the sport include the rejuvenation of adrenaline bar and lounge at Happy Valley and the opening of The Gallery restaurant in the public stand there.  Both of these stylish venues offer revolutionary digital media features that offer today's more tech-savvy customers a unique, interactive racing experience.

The Capital Weekly Sales & Marketing Excellence Awards are a highly-regarded industry award scheme whose previous winners include such major brand names as Cathay Pacific Airways, HSBC, DHL, Smartone-Vodafone and AIA.

From left: Dr. William Lo, JP, Vice Chairman, South China Media; HKJC Richard Cheung Executive Director, Customer and Marketing; and Sandra Chan, HKJC Executive Manager, Racing Marketing and Sponsorship, join for a group photo after the presentation ceremony.
From left: Dr. William Lo, JP, Vice Chairman, South China Media; HKJC Richard Cheung Executive Director, Customer and Marketing; and Sandra Chan, HKJC Executive Manager, Racing Marketing and Sponsorship, join for a group photo after the presentation ceremony.

Richard Cheung and the Racing Marketing team celebrate their achievements.
Richard Cheung and the Racing Marketing team celebrate their achievements.

Happy Wednesday key visual
Happy Wednesday key visual

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