Longines - Masters of Hong Kong

A new client team and significant budget restrictions for 2017 meant that CSM’s challenge in 2017 was to lead, guide and generate fresh ideas and solutions through each stage of the development and implementation process.

As a relatively new event in a city where equestrianism is not a mainstream sport, a key objective was to make the LMHK a social experience and the ‘place to be’ in the Hong Kong event calendar.
Create a full and diverse entertainment programme to attract spectators to travel to the venue. Important considerations were to preserve the premium look and feel of the event and guarantee that the activities were a differentiator to other events in Hong Kong, ensuring it would appeal to a wide demographic.

The Impact

22,000 spectators, including 2,000+ VIP guests and 300 media

US$5m editorial media value

30+ activities and live performances