The Hong Kong Jockey Club
Corporate, Membership and Public Communications
The Hong Kong Jockey Club (HKJC) is one of Straight’s longest standing clients. When HKJC first approached Straight on projects – almost 10 years ago - the organization had just kick-start a series of major effort to rebrand its image. Instead of relying on old Hong Kong money, the club was keen to recruit newer and younger blood while revamping the image of racing.
To meet this new marketing demand, Straight was appointed to revamp English copies for a range of campaigns across HKJC’s membership, events and corporate marketing departments. From event mini-sites, press releases, edms, video scripts, brochure copies, restaurant promos to magazine advertorials, Straight has managed to replace old-time dapper grace with a hip and happening flair, while retaining a specialist brand of ommph that can only be found in horse-racing writing.
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