CASE STUDY
HONG KONG JOCKEY CLUBCREATIVE DIRECTION
The Hong Kong Jockey Club are a multi-billion pound organisation that recorded a staggering £12.8billion in horse racing wagering in the 2023/24 season.
PUBLISHED: 30/06/2025
Brief
To create marketing materials to advertise Hong Kong racing to a UK audience in leading print publications such as Racing Post and CityAM and via their social media channels.
Client Background
Established in 1884, The Hong Kong Jockey Club is recognised as one of the world’s premier horse racing authorities, renowned for the competitiveness of its racing and the calibre of its horses, trainers, and jockeys. Hong Kong has been at the forefront of evolving horse racing into a dynamic sporting, social, and entertainment experience particularly when enjoyed live at the Club’s world-class racecourses in Sha Tin and Happy Valley.
Project Focus
We create content for the Hong Kong Jockey Club to drive engagement across social media and enhance brand visibility among global racing audiences in collaboration with Tote. As part of our continued relationship with the Club, we develop a refreshed visual identity for each new season to ensure the content remains vibrant and engaging for followers.
Weekly Adverts
We produce weekly advertisements to promote the horse racing in Hong Kong. Distinct themes have been developed to differentiate between the evening meetings at Happy Valley and the weekend daytime fixtures held at Sha Tin. These adverts spotlight key horses and jockeys expected to play a prominent role on the relevant race days.
Reactive Social Graphics
As part of our ongoing partnership with the brand, we deliver quick-turnaround graphics for a variety of occasions including milestones, birthdays, celebrations, and featured races. This includes ‘Best Bets’, which showcases top tips from Hong Kong’s leading racing experts, and ‘Jockey Rides’, highlighting notable appearances by Andrea Atzeni and Harry Bentley.
Tipping Videos
As part of our weekly reactive content schedule, we produce Tipping Videos presented by broadcaster and pundit Tom Wood. These videos serve as an engaging resource to keep racing enthusiasts informed with the latest insights and recommendations for the day’s meetings.
Need something similar?
If you’re in need of similar creative output, get in touch with our team – we’d love to hear from you!
– Social Media Graphics
– Print Ads
– Brand Identity Creation
– Brand Guidelines
– Animated Application Content
– Explainer Videos
– Website Design & Build
Contact us at design@squareintheair.com
🚨 Today's @ToteRacing Happy Valley Placepot gets underway at 1:10pm (GMT).@tommentatornz is on the case! 👇 #HKRacing pic.twitter.com/eiwHWuUWwS
— Hong Kong Racing (@HongKong_Racing) June 11, 2025
Client Background
Established in 1884, The Hong Kong Jockey Club is recognised as one of the world’s premier horse racing authorities, renowned for the competitiveness of its racing and the calibre of its horses, trainers, and jockeys. Hong Kong has been at the forefront of evolving horse racing into a dynamic sporting, social, and entertainment experience particularly when enjoyed live at the Club’s world-class racecourses in Sha Tin and Happy Valley.
Project Focus
We create content for the Hong Kong Jockey Club to drive engagement across social media and enhance brand visibility among global racing audiences in collaboration with Tote. As part of our continued relationship with the Club, we develop a refreshed visual identity for each new season to ensure the content remains vibrant and engaging for followers.
Weekly Adverts
We produce weekly advertisements to promote the horse racing in Hong Kong. Distinct themes have been developed to differentiate between the evening meetings at Happy Valley and the weekend daytime fixtures held at Sha Tin. These adverts spotlight key horses and jockeys expected to play a prominent role on the relevant race days.
Reactive Social Graphics
As part of our ongoing partnership with the brand, we deliver quick-turnaround graphics for a variety of occasions including milestones, birthdays, celebrations, and featured races. This includes ‘Best Bets’, which showcases top tips from Hong Kong’s leading racing experts, and ‘Jockey Rides’, highlighting notable appearances by Andrea Atzeni and Harry Bentley.
Tipping Videos
As part of our weekly reactive content schedule, we produce Tipping Videos presented by broadcaster and pundit Tom Wood. These videos serve as an engaging resource to keep racing enthusiasts informed with the latest insights and recommendations for the day’s meetings.
Need something similar?
If you’re in need of similar creative output, get in touch with our team – we’d love to hear from you!
– Social Media Graphics
– Print Ads
– Brand Identity Creation
– Brand Guidelines
– Animated Application Content
– Explainer Videos
– Website Design & Build
Contact us at design@squareintheair.com
🚨 Today's @ToteRacing Happy Valley Placepot gets underway at 1:10pm (GMT).@tommentatornz is on the case! 👇 #HKRacing pic.twitter.com/eiwHWuUWwS
— Hong Kong Racing (@HongKong_Racing) June 11, 2025
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