By Hans Ebert
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.
Continue reading “HORSE RACING AND THE UPHILL TASK OF WINNING OVER THOSE “YOUNGER PEOPLE””
By Hans Ebert
It’s tough out there these days. It seems like there’s no room for error. In every aspect of life. Like jockey James Doyle being criticised in many quarters for coming second on the Hong Kong owned Sea Of Class in the Arc at Longchamp despite others believing it was one of the best rides seen in a long time. And making time to look at matters closer to home base.
This World Gone Very Wrong and just what a tough audience to please no matter what one’s career might be was something brought home recently. This was when watching my friend Maricel perform at the Champagne Bar of the Grand Hyatt hotel in Hong Kong. It’s thinking just what a tough gig it is.
Continue reading “IT’S TOUGH ENOUGH OUT THERE WITHOUT ANY ADDED TOXICITY.”