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

Arnold Classic Asia

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.



  • 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.
media attended Arnold Classic Asia events
media articles in local and international publications
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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