The world's largest multi-sport festival arrives in Hong Kong

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The world’s largest multi-sport festival arrives in Hong Kong

Arnold Classic Asia

Challenges

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.

Approach

Careful strategic planning to position the festival as a family event.
Positioned Arnold Classic Asia as a local event, highlighting involvement with sports associations and sports personalities.
Focused messaging on Arnold Classic as a “fitness and health festival” that brings “multi-sport” under one roof to engage a diverse audience, highlighting the fair’s approachable, accessible and interactive activities.
Strategy was built around the objective of creating brand awareness and buzz with media, bloggers and influencer contacts, with limited marketing budgets.
Building an integrated PR strategy was integral to success, with consistent messaging crafted and implemented across media outreach, social media (Facebook & Instagram) and digital platforms.
A sound stakeholder management plan ensured all parties were talking the same language.
Pitched targeted story angles to earn editorial coverage and social media endorsements to drive awareness.

Outcomes

+480

media attended Arnold Classic Asia events

+360

media articles in local and international publications

+1.5B

total reach/circulation from May to September 2016

Local and international publications acknowledged Arnold Classic Asia as the first event of its kind in Asia, and cemented the festival as a celebration that brings families, sports enthusiasts and athletes together under one roof.
+486 media attended Arnold Classic Asia events.
+367 media articles in local and international publications.
Total reach/circulation of +1.5 billion total from May to Sept 2016.
Arnold himself said on his Snapchat: “Very successful press conference right here in Asia!”

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