The Hong Kong Jockey Club wins big at Loyalty and Engagement Awards 2022

This post was done in collaboration with The Hong Kong Jockey Club. 

The Hong Kong Jockey Club (HKJC) has distinguished itself at MARKETING-INTERCTIVE's Loyalty and Engagement Awards 2022, taking home eight awards including the highly coveted top accolade Best of Show – Brand across four campaigns for its iconic racing events.

As a world-class racing club, the HKJC has played a vital role in leading the way to transform racing into a vibrant sporting, social and entertainment experience. Under a reorganised marketing communications landscape where conventional means of engagement were challenged, the HKJC evolved its approach to continue to deliver a superb, consumer-centric racing experience for its key audiences.

The HKJC launched the first-ever immersive virtual racecourse, the HKJC CNY Fortune Parade, for the 2020/2021 Chinese New Year Raceday. In this event, the HKJC brought on-course only experiences and activities onto a virtual platform, empowering fans and the public to re-experience the CNY Raceday in the comfort of their homes under strict COVID-19 social-distancing restrictions. The campaign won the gold award for the Best COVID Response category.

Click here to view the demo

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

In joint force with the Oriental Watch Company, the HKJC set out to announce the return of the stylish Gentlemen’s Bow Tie Raceday by bringing together the elegance and savoir-faire of fine timepieces with the sporting energy of world-class horseracing. This saw the HKJC partner with lifestyle icons and reinvent traditions such as the giving the Gentlemen’s Bow Tie Walk a virtual upgrade, which uplifted lifestyle cues of the event to create a stylish yet unforgettable brand experience. The campaign won the gold award for Best Loyalty Programme – Fashion & Beauty and a bronze award for Best Loyalty Programme – Lifestyle & Entertainment.The HKJC also put forth a world-class demonstration of operational excellence in the LONGINES Hong Kong International Races where the HKJC leveraged state-of-the-art technology and communications innovations such as the development of an Extended Reality Newsroom and the timely distribution of exclusive real-time content to engage global and local racing communities. The campaign won three awards, including a silver award for Best CX/UX Strategy and bronze awards for Best COVID Response and Best Use of MarTech.The awards are testament to the HKJC's pursuit of excellence as well as its ability to deliver unique and impactful brand experiences. In light of these promising results, the HKJC is committed to continue delivering best-in-class work and to lead the way in furthering racing development.