It was the day after Hong Kong’s equine superstar Romantic Warrior had been downed by Japan’s exceptional galloper Forever Young in Riyadh, and the various post mortems were being discussed.
Frankly, how many ways can you say the same thing?
I happened to be with some hardcore Hong Kong racing fans with one saying, “Hans, I know you have been in Hong Kong for many years and know much about the city and its culture, but I don’t think you realise just how much of a horse racing city this is”.
It was someone I knew reasonably well explaining to me about what many have described as “Hong Kong’s favourite pastime”.
Having lived in the city for over five decades and first being introduced by my uncle to horse racing in Ceylon when the island was under British rule, I listened to my friend mentioning names in Hong Kong horse racing very familiar to me-and many being personal friends.
While he was talking, I wasn’t exactly nodding off, but I was astral travelling about how I ended up in Hong Kong, my parents, my careers in the advertising and international music industries, and thinking about the remarkable evolution of horse racing in the city.
I was thinking how the latter could never have happened without the leadership and vision of Winfried Engelbrecht-Bresges, the CEO of Hong Kong Jockey Club since 2007, and who arrived in the city in 1998 as its Director of Racing.
Winfried and I might not agree on everything, but we agree on most things, and there’s no denying how he has turned Hong Kong into the most successful racing jurisdiction in the world.
As a pretty good and successful marketing person, this is an important USP in the marketing of Hong Kong that sometimes goes walkies or is seldom positioned as well as it could be and ends up on the racing pages.
Not that they’re potential racegoers or horse owners, but only one of the very intelligent and financially independent women I have lived with for any length of time was interested in horse racing.
Apparently, it wasn’t for them.
At a time when I am seeing more and more ladies gravitating towards horses and horse racing, and female jockeys very much to the fore, I very much doubt that Winfried’s work is done for the simple reason that like every other business, horse racing needs to change with the times and understand the changes taking place.
Horse racing cannot afford to be a one trick pony playing the same old song.
No business can afford to rest on its laurels as that consumer dollar attracts every product needing to sell its attributes through its brand personality.
If horse racing’s hardcore and captive market wants what they have been given for decades, let them have it.
If, however, trying to attract a new audience that don’t follow horse racing religiously and want something that they can quickly understand and call their own, well, surely this needs to be part of the buffet- and strategic marketing?
Having worked with Winfried on creating the Happy Wednesday brand for the HKJC aimed at attracting a younger audience, and knowing how its Charities Trust sets the Club apart from other racing clubs, I recently introduced him to my longtime friend Simon Fuller, below, who was in town over lunch at Trio in the new Clubhouse.
For those of who may not know who he is, Simon is the entertainment mogul who created the “American Idol” franchise, has managed the careers of the Beckhams, Lewis Hamilton, Annie Lennox, Spice Girls etc and owns XIX Entertainment.
Having been taken on a tour of the new Clubhouse and its venue like the sprawling Eight, the heritage and cultural centre that is Tai Kwun, the night racing at the unique Happy Valley racetrack, and hearing his feedback, it was obvious that with someone the calibre of Simon Fuller on board, horse racing and the HKJC can be taken to where it hasn’t gone before.
Perhaps, through its already established international racing brand, and by working with its multi dimensional Charities Trust, the HKJC can play an even greater role in the marketing of Hong Kong as a young and vibrant brand and exciting tourist destination?
With a paucity of creative talent who can make things happen that are not bordering on the goofy side of the road, Hong Kong can’t go anywhere.
Going back to the same old congee for more fireworks displays and light shows and wheeling out the usual suspects like Canto Pop’s “Four Heavenly Kings” etc is appealing only to that one particular aging audience.
Even the elderly want to feel young and alive!
Simon Fuller is someone who thinks out of the box, and also knows the importance of strategic thinking, when and where to use new technologies, and what marketing will work for different market segments and audiences.
I briefly mentioned some of this to my horse racing friend who was taken aback- but in a good way.
I think he understood that I knew quite well how much horse racing means to Hong Kong apart from being a four hour break twice a week from monotony.
This is 2025, and we can’t keep going back to the future with Marty McFly and Doc.
What’s needed in Hong Kong is a new Field of Dreams from where Inspiration, Hope and Happiness can grow.
First of all, the right people must come together and plant the seeds to make good things happen- and quickly.
I believe that the way forward is clear and ready for liftoff.
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