ATTRACTING BRANDS TO HORSE RACING (AND THE RE-BRANDING OF HORSE RACING)

By Hans Ebert
@HansEbertMusic
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Those in advertising and especially those who were in advertising when it was booming and everything seemed possible know all too well that nothing lasts forever.

When at DDB, we produced enough award winning work for McDonald’s that would fill around a thousand McHappy Meals. TC- Transaction Count- was up, and everything was up. We had taught the world the Big Mac Challenge, convinced customers to describe McDonald’s fast food outlets as restaurants and sold the mantra about the McQualities of Q,S,C,V- quality, service, cleanliness and value.

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HONG KONG RACING: THE GOOD, THE WEIRD AND THE GOOFY

By Hans Ebert
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Though the last couple of meetings were a bit like Superman being struck down by kryptonite, at least looking at his book rides, January 1, 2019 looks to be the day when The Magic Returns and Joao Moreira wins back his flock. Please, no more kryptonite!

Last Wednesday, two of the favourites he was on- sizzling hot favourites that many refused to believe could be beaten were. One was going off at $1.4.

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A SURREAL SATURDAY AWAITS AT SHA TIN TODAY

By Hans Ebert
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They say a nudge is
as good as a wink
And that a big name
from Sydney
will be in Hong Kong
long before anyone thinks
He’ll add star power to
the trainers ranks
It’s really not that hard
to fill the missing link

Some say April
will see a big announcement
About a changing of the guard
Something Moore to
stir the pie?
With some Whyte sauce
on the side?
And what will Georgie say to that?
And is it really
that big a surprise?

The rumour mill goes round and round
There’s something new every day
Someone’s going
someone’s staying
And how someone’s gotta pay

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THE CONTINUING ADVENTURES OF HONG KONG RACING’S BUTCH AND SUNDANCE…

By Hans Ebert
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A few years ago, many of us in Hong Kong would look at the race card and draw a line over whatever it was that Douglas Whyte was riding. He seemed to be thrown some scraps and just going around for the hell of it and probably far more interested in having the opportunity to ride a winner in Perth. And which he did until the HKJC correctly changed the Rules about Hong Kong based jockeys making those often fruitless overseas flying visits.

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THE IMPORTANCE OF LOR AND ORDER

By Hans Ebert
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While Zac Purton chills out somewhere serving out the rest of his enforced holiday aka three day suspension, Silvestre de Sousa and Karis Teetan are apparently bobbing up and down to keep their rides on Dark Dream and Perfect Match, respectively.

Both riders were deputising for Purton at Sha Tin on Sunday, both won and both gallopers, especially the Frankie Lor trained Dark Dream, look like going to the uppermost of the toppermost, Johnny.

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HORSE RACING, “YOUNGER PEOPLE” AND THE GIFT OF GIVING

By Hans Ebert
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If someone who follows horse racing religiously and does the form, understands handicapping, track conditions, times, odds, track work etc, everything that follows below is not for you.

You’re what racing clubs put in the “hardcore” basket and say they know exactly your wants and needs and cater to all of these. Maybe.

Some might say that this is pretty narrow minded thinking- continuing to preach to the converted. But if this captive audience continues to make turnover tick and tock, why fix the wheel when it ain’t broke?

Why?

Well, coming from the music industry, and having seen this wheel fall off when music fans understood how to get music for free and saw the compact disc along with a music channel like MTV in its death throes- all those superficial VJs seeing their fifteen minutes of fame go up in flames was awful to watch- nothing is ever what it seems. Or goes according to plan. The consumer is always in the driver’s seat.

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THE MAGNET THAT IS HONG KONG RACING

By Hans Ebert
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In the end, it’s always about the money. And there’s nothing wrong with this. It’s nothing personal, it’s only business, though we now know this to be just a tag line and how, as Dylan once sang, “Even the President of the United States must sometimes stand naked.” Now there’s an awful visual.

Getting back to money, it’s what drives every business. At least today it is. Even the business of love and marriage. And horse racing. What’s the business model to horse racing? Create a race or races between a group of horses- a game of chance and consequences, where there’s big money up for grabs…if one wins. And there are various ways of winning. Some, not so obvious.

How one tries to get a slice of the winning pie is a form of business because there’s work involved. Even hobbies can become businesses. It’s about the money money money and millennials and oldsters and hipsters and more money money money and entitlement. And it works in different ways for different customer demographics. It involves the entire racing industry. Some racing clubs can be The Good Ship Lollipop. Others are The Titanic.

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TIME TO CHANGE FREQUENCIES, HKJC. PLEASE.

By Hans Ebert
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It was one of those rare- and often, Old Mother Hubbard’s bare cupboard- an all weather race meeting- at night and at Sha Tin- on a Wednesday. Yesterday. Golly gosh, Gee, I don’t know. Remember yesterday?

Those of us who live in Hong Kong, well, most of us, know what this means- eight races that one can either take or leave and, unlike a Happy Wednesday at Happy Valley racecourse, something that, especially on bilingual Channel 668 on NOW TV, takes one back to living with the folks and watching programmes like “Highway Patrol”, “Laramie”, “Bonanza”, Mrs Steed and when Roger Moore starred as Ivanhoe.

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IS HORSE RACING READY FOR IGNATIUS WOLVERINE-CHEUNG?

By Hans Ebert
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Ignatius Cheung, below is a little man, perhaps a little strange to some, with big plans. Plans to revolutionise horse racing, worldwide.

Known to friends as Iggy, the American born Chinese-Mongolian entrepreneur plans to become the racing world’s first horse owner, trainer and jockey with his own stables located wherever there’s horse racing.

Having been a child stunt rider in movies ranging from “The Black Stallion” to “Ben Hur”, and describing himself as a “hoarse whisperer” able to communicate with horses through a special technique learned when living with the nomadic tribes in Inner Mongolia and studying Mongolian throat music, Ignatius Wolverine-Cheung, the only son of billionaire and controversial Forex trader Augustus Wolverine-Cheung, below, came into his own when creating Wolverine Enterprises and its privately held computer chip business.

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AND NOW WHAT, KEMO SABAY?

By Hans Ebert
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The small stuff first: The real bummer about trying to find a winner at Sha Tin tomorrow afternoon is that Douglas Whyte doesn’t have a ride in the last. As has been proven, especially during the last two meetings, the Durban Demon has made these races all his. Saved his best for last like some of us do when playing Eyes Wide Shut. It’s kinky stuff.

Last Sunday, Whyte strolled home to win on Encouraging while on Wednesday night he made all the right moves to win the curtain closer on Dances With Dragons, a rare ride for trainer Peter Ho. And lest we forget, who won the last race of last season by “beating off” Joao Moreira and Zac Purton in one of the best finishes ever seen in Hong Kong? That is, a Happy Ending finish in horse racing.

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