The first Olympic Games on Chinese soil with Hong Kong co-hosting the Equestrian Events in 2008. The Hong Kong Jockey Club, with its special contributions, wishes to gain full leverage to build a brand with high affinity amongst the public, to instill local pride, as well as promote Hong Kong to the world.

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Focusing on key projects to establish corporate branding: torch Relay, city-wide communication & online campaign & the commissioning of the Olympic cauldron; to position the hosting of the Equestrian Events as actualization of transforming Hong Kong into a world class “Equine Capital”; utilizing online channels & youth appeal to engage the younger population segment.

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Deliverables:

• Brand strategy and positioning

• Thematic brand ads

• TV commercial

• Cauldron design and production

• Torch relay ceremony