HORSE RACING AND THE UPHILL TASK OF WINNING OVER THOSE “YOUNGER PEOPLE”

By Hans Ebert
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Those with zero knowledge about advertising and marketing and not knowing the difference between promotions, marketing and PR talking about how something or another is “reaching younger people” always sets off alarm bells. Especially when this something or another has nothing in it for them. Those “younger people”. Like horse racing.

In Hong Kong, it’s taken the HKJC around eight years for the idea of a Happy Wednesday race meeting to evolve from what was once known as “Sassy Wednesday” to what it is now. Sassy. It sounded old. Looked old. Didn’t work. Who approved this? Something that looked like a tacky escort club in Macau? Only The Shadow knows.

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