Sun Life HK promotes healthy lifestyles with Dragon Boat championships sponsorship

Sun Life Hong Kong is continuing its sponsorship of this year’s “Sun Life Stanley International Dragon Boat Championships” to promote healthy lifestyles.

In a conversation with MARKETING-INTERACTIVE, Irene Ho, chief marketing officer, Sun Life HK, said this event is one of the most important traditions celebrated by local communities. “Dragon Boating shares similar values with our brand, promoting healthier lives, optimism, and legacy. We aim to encourage people from all walks of life to exercise together under the sun.” 

This year, the championships will be held at the Dragon Boat Festival on 10 June at Stanley Main Beach. The event is set to attract over 150 teams from Hong Kong and abroad, with more than 5,500 paddlers participating. It offers the public an opportunity to enjoy the excitement of dragon boat races up close.  

Furthermore, free water stations and waste reduction measures, supported by The Green Earth, a local NGO that focuses on environmental education, will be in place. These measures aim to emphasise the importance of reducing waste at the source and to raise public awareness about recycling.  

The return on investment (ROI) of the event will be measured through several key indicators, including the value of publicity and media coverage, the level of social media buzz generated, and the engagement and satisfaction of both clients and staff, said Ho.  

“We also consider the number of prospects driven by the event. Each of these metrics provides insight into the overall success and impact of the event.”   

To boost the popularity of dragon boat paddling and allow the public to experience its passion and joy in the city, Sun Life’s #PaddleTogether Parade Truck will be stationed at Haiphong Road, Tsim Sha Tsui for seven consecutive weekends until 16 June, including the day of the Dragon Boat Festival.    

Visitors can play the #PaddleTogether game inside the Parade Truck, where they will play the role of a drummer on a dragon boat. Upon completion of the game, participants may receive small gifts.   

Through this engaging game, Sun Life aims to promote dragon boat paddling as a regular exercise. Individuals are encouraged to engage in this healthy activity beyond the Dragon Boat Festival and anywhere, fostering a healthier lifestyle. 

In terms of marketing strategies, the campaign incorporates an omni-channel approach, where events play a key role in building brand familiarity and engagement with Sun Life’s clients.  

“By hosting and participating in events, we are able to engage with our clients directly, providing a platform for meaningful connections and fostering stronger relationships. This strategy allows us to maintain a consistent and cohesive brand experience across all customer touchpoints,” Ho added. 

The campaign has also utilised public relations strategies to generate positive media coverage, social media platforms to engage with the audience on a more personal level, and roadshows to provide interactive and direct experiences.  

Ho added, "Sun Life has always been dedicated to helping clients build a healthy lifestyle. We bring our brand mission to life through sponsoring large-scale sports events, building a healthier future for all. We are honoured to partner with the Stanley Dragon Boat Association to promote this sports event.” 

“This year, we are bringing the dragon boat activity to town, offering the public an opportunity to experience a new and exciting twist on this tradition. Through this, we hope to encourage the public to establish a healthy and active lifestyle,” she added. 

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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