Challenges

Highlight the unique aspects of LHKIHS when compared to other equestrian events in the region, ensuring it stands out in the competitive schedule of the mega events and sport calendar. Attract new audiences and emphasise that LHKIHS is inclusive and engaging for everyone, despite the traditionally niche appeal of equestrian sports in Hong Kong.

Approach

Developed a compelling narrative for storytelling that allowed Sinclair to highlight the Show’s unique positioning through media relations and thought leadership. Created various media angles to engage different beats of media and to reach the diverse audience of the Show. Invited target media to the pre-event press briefings and the three-day Show to meet with organisers and riders.

Outcomes

• Successfully introduced and launched LHKIHS in Asia as a must-attend annual equestrian event.
• Generated high-quality pieces of coverage across top-tier lifestyle, sport, local, and international media such as SCMP, RTHK and Oriental Daily, including in-depth features and interviews with event spokespersons and riders, driving unparalleled visibility.
• Garnered over 100 media attendees from across the Greater China region during the three-day event.

More Works