The Hong Kong International Races (HKIR) is an annual major event for HKJC. Our task is to turn this prestigious event into one that with broad appeal.

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We strategically position the HKIR as not just another horse race, but a world-class sporting event that is of interest to all HK, with all-inclusive activities that go beyond betting. "Horses Across HK" is one of the ideas to achieve the goal with mass participation and significant results.

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Deliverables:

• Ideation & implementation

• Call-for-action print ad