Hong Kong Jockey Club races out mini-documentary series

The Hong Kong Jockey Club (HKJC) has rolled out an original documentary commemorating the 50th anniversary of HKJC's Apprentice Jockey School. Done in collaboration with media agency PHD and its creative division Fuse, the mini-documentary seeks to reintroduce horse racing as a sport, and inspire the young generation to pursue their dreams, in light of how horse racing was impacted by the COVID-19 pandemic. 

Capturing the real-life stories of homegrown Apprentice Jockey school professionals and graduates, the documentary illustrates the spirit and strength of five unique stories and journeys from established trainers, popular Jockeys, and emerging local talents. Audiences are introduced to two young Jockeys and their mentors, women jockeys who have succeeded in the racing field, a father and son's family jockey connection, and the Apprentice Jockeys School's headmistress and star student. According to the HKJC, each experience demonstrates how the Apprentice Jockeys School has developed careers, and showcases the diverse dimensions of the industry and its role in the identity of Hong Kong.

In the 90 second teaser of the documentary titled "培育賽馬人才五十載紀錄片 – 先導影片 / 50 Years of Nurturing Racing Talents Documentary - Teaser", the video features graduates and students of the Apprentice Jockey School recounting their past experiences, motivations, as well as insights they have on the horse racing industry. 

In the 10-minute long documentary titled "培育賽馬人才五十載紀錄片 / 50 Years of Nurturing Racing Talents Documentary", the alumni from different classes explain more in detail how the school, and the training it provides, has been beneficial to their success in horse racing, and in changing their lives completely. 

"In engaging our creative services, we were thrilled to be able to bring to life the integral role the Apprentice Jockeys School has played in the global sport of Horse racing. The documentary celebrates the 50 years of the Apprentice Jockeys school, the talent they have nurtured, and the positive impact on horse racing," said Mark Goh, senior creative and content director, Fuse. 

Meanwhile, the HKJC bagged eight awards at MARKETING-INTERCTIVE's Loyalty and Engagement Awards 2022, including the highly coveted top accolade Best of Show - Brand across four campaigns for its iconic racing events. The HKJC launched the first-ever immersive virtual racecourse, the HKJC CNY Fortune Parade, for the 2020/2021 Chinese New Year Raceday. HKJC managed to bring on-course experiences and activities onto a virtual platform, empowering fans and the public to re-experience the CNY Raceday within the comfort of their homes under strict COVID-19 social-distancing restrictions. Later on, the campaign clinched the gold award for the Best COVID Response category.

Additionally, to drum up excitement for the 2021/2022 Season Opening Raceday, the HKJC brought back the racing beat through a revitalised and digitised approach, such as giving the iconic William Tell Overture beat a refreshed twist to draw renewed engagement. The campaign later won the gold award for Best Loyalty Programme – Lifestyle and Entertainment.

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