The Hong Kong Jockey Club (HKJC) has informed that industry marketing and communications firm Square in the Air has been appointed its PR lead representative for UK activity.
HKJC appoints Square in the Air ahead of the start of a new Hong Kong racing seasion this Sunday 3 September.
Updating stakeholders, George Irvine, Commingling Development Director at Hong Kong Jockey Club, added: “We were really impressed by Square in the Air’s knowledge and approach to help boost interest and awareness in Hong Kong racing in the UK.
“Horseracing was born in the UK and there is a hugely knowledgeable and engaged customer base over there. And with so many formerly British-trained horses now in Hong Kong, we are truly excited about the potential for growth in the region.
Moving forward, Square in the Air will help manage partnerships with the UK racing media and betting companies, provide a full media relations service and a targeted digital marketing campaign to help boost awareness of Hong Kong racing in the UK.
During the 2016/17 season, the Hong Kong Jockey Club reported record turnover of a staggering 117bn Hong Kong dollars (£11.5bn), while a standard Sunday meeting at Sha Tin would see turnover eclipse the four days of the Cheltenham Festival in the UK.
Commenting on the appointment Bill Esdaile, MD at Square in the Air, said: “Hong Kong racing is the envy of the world, so it’s a huge honour for us to be working with the Hong Kong Jockey Club as their UK representative.
“We will be educating people about Hong Kong racing and the intricacies of tote betting, as well as telling all the fantastic stories that come from the top class action at Happy Valley and Sha Tin each week.”
Founded in 1884, the Hong Kong Jockey Club is a not-for-profit enterprise dedicated to the overall betterment of the Hong Kong community. As one of the world’s top ten charity donors, the Club generates substantial economic and social value.