Arnold Classic is the world’s largest series of multi-sport festivals, first launched in USA in 1989. Spanning six continents, with over 1 million attendees globally, Hong Kong was to be the festival’s first Asia destination. Held from 20-21 August 2016 at the Asia World Expo, founder and legendary bodybuilder, film star and public figure Arnold Schwarzenegger joined the local community to celebrate a weekend of sports. Our key challenge was positioning Arnold Classic Asia as a multi-sport event suitable for everybody from hardcore bodybuilding athletes to children and families, and create an impactful awareness campaign to drive attendance.