NEW WORLD

HARBOUR RACE 2011

The Cross Harbour Race was first held in 1906 and had then served as one of the most celebrated sports events in Hong Kong for over 70 years. To herald the revival of the race in 2011, the chief sponsor, New World Development, launched a campaign to call for participation while leveraging the race to highlight the Group's vision and commitment for Hong Kong.

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The race was a great success with approximately 1,000 swimmers racing 1.8km across the Victoria Harbour and paves way for the better success of the editions thereafter.

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Key deliverables:

• Brand platform and tagline

• New World Harbour Race icon

• Key visuals and photography

• Racer pack and souvenirs