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EE News Desk
The dynamics of OOH advertising have changed drastically over the past decade. What used to be restricted to boring brand signage, easily overlooked by commuters, has come to emerge as one of the more popular marketing platforms driven by the integration of experiential elements and technological solutions. The year 2015 saw multinational brands like HBO, Listerine, Coca Cola and Marvel etc. heavily capitalizing on experiential OOH advertising. While Coke created drinkable billboards, HBO placed wooden signage directing the way to Iron Islands to promote their premier drama series. Yes, their means of using OOH may be different but the message is loud, clear and unanimous- ‘interactive Out Of Home advertising’ equates to a memorable experience! Interestingly, while several brands have experience driven OOH as an integral part of their marketing plan globally, India has been slow to catch on this trend. Is the change about to happen now? Is India on the verge of a revolution in OOH advertising? To get our answers we reached out to Olivier Heroguelle, MD, JCDecaux India, a premier global outdoor advertising specialist. Right at the outset of the interaction Olivier eschews the idea of interactive OOH taking over conventional OOH in India anytime soon. He explains, “Outdoor is very crucial for any brand’s marketing plan but we suffer the drawback that outdoor advertising here is planned last minute. OOH is often looked upon as a tactical medium as a result of which the impact which it can truly create is restricted.” He further adds, “Outdoor indeed has a lot of potential in any market for brands across all categories however interactive OOH needs strategic planning to execute properly and derive best results from.” A latest report by Statistica has revealed that expenses on OOH in India are expected to grow up to approximately 339 million U.S. dollars by 2016. While some may feel that the numbers are increasing, Olivier has a different opinion and believes that the overall marketing spend on OOH is decreasing every year. He states, “It’s close to about 5% currently and it is decreasing every year. Since OOH is usually the last minute decision by brand marketers hence what comes up at the last minute is not something that delivers the best results to them. As a result, brands are increasing their spends on different marketing platforms like digital instead.” Explaining why interactive OOH not likely to catch on in India Olivier comments, “Digital and Experiential integration in OOH Mediums is without a doubt an interesting trend catching on across the world. However in India, it is unlikely to dominate as there are multiple challenges that we as operators face after interactive OOH installation. They are mostly mishandled and even broken purposely when left unattended and the core materials of the OOH such as its lights, branding etc. is then used in slums and underdeveloped areas. So yes perhaps we can see this trend taking over in closed spaces such as airports or lounges but integration of experiential in OOH mediums unlikely to dominate ever in the country.” So how can brands optimize use of OOH? Olivier sums up his stance on the subject by saying, “What needs to be done is operators like us and even advertising agencies need to be a part of the decision making process of a brands OOH plan and it is only then when we will be truly able to explore the benefits of what the medium has to offer.”
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The Top experiential agencies ranking is an endeavour by BW Applause to rank the largest experiential agencies in India. For the purpose of this ranking, BW Applause worked in partnership with research partner Traverse Strategy Consultants. The information source for this ranking was company filings with Registrar of Companies (ROC). The data was procured directly through the MCA (Ministry of Corporate Affairs) website. The latest available financial statement of the agencies were taken for the purpose of this ranking. By definition, only agencies filing their documents in India were eligible for the ranking; and also agencies for whom documents were not available on MCA were not included. Several interesting insights came from the ranking. The 50 companies together had an annual revenue of nearly Rs. 1700 Cr. What was interesting was that the Top 10 were contributing slightly over 70% of this amount (1200+ Cr.), and the Top 20 contributed slightly over 90% of the total amount (1500+ Cr.) With a growing experiential spend, there is room for growth in coming years. There is also a twofold change happening – one of consolidation and the other of the smaller firms adding to their clientele with excellent work. This being the launch of this first edition of agencies ranking, the next year might surely show a few surprises. Rankwise Agency Name (Revenue in Cr.) 1. Wizcraft (200.00) 2. Percept (179.75) 3. Encompass (142.06) 4. SALT Experience and Management (130.45) 5. Fountainhead (125.82) 6. DNA Networks (116.03) 7. Laqshya Media Group (110.97) 8. 70 EMG (62.50) 9. OML (62.17) 10. Procam International (58.05) 11. Showtime Events (55.40) 12. TCI (54.73) 13. Orange Fish Events (44.06) 14. Promodome Communications (41.67) 15. RW Promotions (40.42) 16. Pulp Strategy Communications (35.72) 17. Candid Marketing (35.22) 18. Communique (35.07) 19. Vibgyor Brand Services (19.87) 20. Scarecrow Communications (18.08) 21. Brand Promotions (15.07) 22. Impresario (12.59) 23. Brandwidth Events (12.34) 24. CS Direkt (10.25) 25. Submerge (9.77) 26. Diversified Communications India (9.41) 27. Engage4more (8.64) 28. CraftWorld Events (8.09) 29. Fusion Events (6.86) 30. A for Pineapple (5.96) 31. MidasNext (5.61) 32. E Factor Entertainment (5.00) 33. Cream Events (4.51) 34. EG! (3.04) 35. E Square Events & Exhibitions (2.66) 36. Talenthouse (2.61) 37. E-Square (2.66) 38. Augustus (2.16) 39. Tantraa Events (2.15) 40. Covergence Events and Promotions (1.96) 41. The Brand Brewery (1.78) 42. Showman Entertainment (1.30) 43. EventSol (1.17) 44. Brandbaron (1.11) 45. Theme Weavers Designs (0.80) 46. Epic India (0.62) 47. Impact Exhibits and Promotions (0.59) 48. Dentsu Creative Impact (0.59) 49. Livewire Events & Promos (0.50) 50. A Marc Entertainment (0.32)
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An architect of experiential weddings, Neelabh Kapoor is among the most prominent wedding planners in the country. His company Experiential Weddings by Studio Neelabh is known to completely transform ordinary spaces into visual spectacles and create experiences that are truly larger than life. Offering end-to-end solutions and meeting the increasingly complex demands of the Indian client, Neelabh Kapoor has brought to life the dream wedding of many couples and inspired several planners to follow suit. In conversation with EE, Neelabh Kapoor talks about inspirations, designs and a journey nothing short of eventful. Q- Studio Neelabh is one of the most premium wedding design boutiques in the country known for their unconventional designs. What inspires its concepts? A- The flip side of dealing with an elite and premium clientele is that they are well travelled and fully aware about the latest trends in the industry. So we have to always be on our toes and deliver when the client wants us to create something new and innovative. A think-out-of-the box ideology is what we religiously follow at Studio Neelabh and it is this thinking that has helped us establish a strong foothold in the industry. When as an agency we are working with well-informed clients it leads to a ‘Push & Pull’ situation wherein the clients push us to create something never seen before and we manage to thus pull together an awe inspiring concept. Also a lot of these unique themes and concepts emerge from the amalgamation or fusion of different elements. I always try to create fusion between architecture and culture and this is what reflects in our work as well. Q-What is the one thing about the Indian wedding industry that drives you and one aspect that you loathe? A- Passion and personalization are something that I love about the wedding industry. Be it small or large ticket weddings, the entire event revolves around elements of hospitality and that is something which creates the ultimate difference in weddings. Each service that is provided at an Indian wedding is customized according to the need and demand of the clients so it gives us as wedding planners a chance to show our creativity and elevate the wedding to a different level. A thing that I wish improves in the event industry is how disorganized we are. We are a 51 billion industry in the country today and 92% of that is fragmented and scattered. People often joke and say it all comes together at the last minute at an Indian wedding and that is not a compliment according to me. We need to be more organized in our approach. Even though as an industry we are growing at an annual rate of 25% and even though we have an industry body like EEMA, we still have no certifications in place. Yes creativity needs no degree but professionalism does and we need 100% professionalism in the industry today. Q- What are some of the most common challenges you face while dealing with an Indian client? A- Considering we deal with some of the most elite clients in the country they believe that anything is possible and carry impractical expectations at times. Creating something new is a challenging adventure in itself as there are no retakes in a wedding. It is also very challenging to ensure that the same plan is executed in the same perfect way as it is visualized in the mind. Destination and venue transformations are also increasingly difficult. We recently executed a wedding at Mehrangarh fort so things like logistics were a huge challenge in such situations. Q- The exchange of ‘black money’ is rampant in the wedding industry. What are your thoughts on the subject? A- This trend is rapidly changing. With more youngsters as decision-makers, things like payments are more becoming more seamless and streamlined and people are becoming aware of the legal repercussions of unaccounted funds. The economy is developed today and hence the payment process is also more transparent. Personally we immediately decline if faced with such situations and try to work with clients who believe in orderly payment procedures. Q-What changes do you predict in the Indian wedding industry 5 years down the line? A- Obviously the world is coming together and globally the wedding organizing industry is more connected than before. We can most certainly expect international wedding agencies and planners to enter in India, whether strategically themselves or even through collaborations. Also 5 years down the line every aspect of the industry will ride on the digital wave. Middlemen in the industry will be eliminated and creative collaborations will be on the rise. This is what we have done with Royal Group of Companies. Through the Royal Group Of Companies we have formed local and regional partnerships through which we have been able to upgrade our services and also expand our reach. This is the future of the industry too. *This article was first published in BW APPLAUSE
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PVR recently hosted a press meet for Shah Rukh Khan to promote his latest movie- FAN at Noida's newest multiplex- Superplex at Logix City center. FAN would be released at Superplex in 4 DX format to give the patrons a real life experience of the action sequences in the movie. It is a thriller movie, directed by Maneesh Sharma and featuring Shah Rukh Khan in the lead role. The film is produced by Aditya Chopra under the banner of Yash Raj Films. The film is releasing this Friday (15 April 2016). Mr Ajay Bijli, Chairman and Managing Director, PVR Ltd, said, “We are pleased to host the king of bollywood at our property, Superplex. I am a diehard fan of bollywood movies. The movie FAN looks very interesting. Also, since it would be released in 4 DX format at Superplex, I am quite excited to watch it here at Superplex. I wish Shah Rukh and Maneesh best of luck for their movie.” Mr Shakti Nath, CMD of Logix Group said, “We are pleased to host the press meet of Shahrukh Khan’s movie FAN at the FIRST SUPERPLEX by PVR today at Logix City Center, showcasing 15 screens cinema with Gold Class, Mainstream as well as one of the largest IMAX screens in Asia. It would also house the first 4DX and first Playhouse concept especially designed for kids. Well known national and international brands in fashion, food & entertainment would provide a one stop solution for all the needs of a modern lifestyle.” While addressing the media, bollywood actor Shah Rukh Khan added, “I am a Delhi FAN since I am a Delhiite. I love to come back to the city again and again. I love the positivity and the love shown by the city for my movies. Since a major of the chunk of the movie has been shot in Delhi, I am sure people here could easily relate to the movie. I am thrilled to know that FAN would be released in 4 DX, all thanks to PVR Superplex and logix Group to have built such a grand property to promote movies.” The Superplex caters to an audience of 1,544 across its 15 screens that include three Gold Class, one IMAX screen, one 4 DX screen, nine mainstreams (two screens with Dolby Atmos) and one dedicated screen with special seating arrangements for kids- Playhouse. This also marks the launch of the first IMAX in North India.
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The Kala Ghoda Art Festival (KGAF) which is held annually in the month of February, in Mumbai seeks to showcase a kaleidoscope of events that brings alive the rich culture of art in every form. This year, the festival began with a bang on 6th February, spread across multiple venues.
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Event planners, curators and sponsors, these days, want to experiment with technology; most are just toying with the idea, whereas the application of technology and digital innovation at events can literally transform the level of audience engagement. These days the audience at an event, want the planners, curators and sponsors to deliver beyond their expectations, which can be done with the use of technology. According to a Frost and Sullivan report, mobile event applications tend to increase the audience engagement by a third and such audience are not interested to listen the industry’s best practises but experience innovation. Usually, the people who attend B2B conferences or corporate functions are left feeling anonymous since the speaker sessions and their time at the various kiosks and business exhibits are not always relevant to their line of business. B2B events always appeal to the larger TG, rather than focusing on the individuals who attend it. With the use of technology, such as RFID tags/ bands, social media walls, augmented reality displays, interactive touch screen information centres among many others, can turn an event from a mass marketing activity to a personalised activation. The use of technology does not end at the event site, use of social media and digital avenues for pre and post event marketing can also be used to engage the target audience generating interesting content. Digital Corporate e-mailers or a personalised event social media page can keep feeding the audience pre and post event. Before the event, it can be used to talk about the agenda, schedule and activities that the audience can participate in. Post event the same platform can be used to generate feedback and conversations, making the people who attend the event, loyal customers to push related content, products and services. Through social media, event curators and sponsors can create features that can engage the audience in relevant groups, which can also be used to network and connect with their peers before, during and after the event. A current example is of conferences, which are creating digital resource pages or microsites for registrations. These registered users can get customised content and information which matches their business line and profile. Hence, adding a personalised approach, which not only works on a larger scale to enhance the overall event status in the industry but also is an approach of pinpointed delivery of content to the event organisers as well as the audience that registers. Mobile Event mobile applications too are slowly replacing event brochures and leaflets which talk about the event agenda, speaker sessions etc. Since the engagement game is all about personalisation, a mobile app that gives easy access to personal agendas, displays relevant content, allows interactivity among peers and participants, displays maps that tell the participant about the exhibits and touch-points of interest, have real time updates about the event, is integrated with social media to foster relationship building and lets the participant tweet and post pictures and topics of discussions. These mobile apps go a long way in creating interactivity and engagement between the audience and the curators. An example of this is a Vancouver-based mobile technology solutions company known as QuickMobile, which created an application called the MobileEvent, which was scalable from 1 to 1000 events. The app offered an array of tailored components that would help event sponsors, curators and planners engage and interact with their target audience on-site and outside the event environment and most of all it also offered analytics to help measure ROI. The app would act as a catalyst for discussions, show topics, timings and build a community that could later be used to push related content, products and services. On-site In the past couple of years, events have been boosted with the use of technology. The fact that sponsors, curators as well as participants can now create content around events has been boosted by the use of technology. For example one of the best ways of engagement that started a while back and is in use as of today is through YouTube, where one can create active audience engagement with innovative, informative and structured content. According to an event consultancy service in the UK known as Gallus, curators and sponsors can motivate their event participants to create content on YouTube, which in turn helps them increase audience attendance since it works as a Word of Mouth publicity as well as fosters engagement among the prospective consumers. Smartphone Integration According to a report from the UK events industry, more than three quarters of the audience that attends events own smartphones, which have social media connectivity and out of that number, half own tablets and carry them to events. The use of smartphones and tablets with social media capabilities allows the participants of the event to generate content and make their points on site, which is often today published on social media walls in conferences and trade events. This increases the social scalability of an event as more and more people know and get connected by Tweets, Instagram-pictures or new Facebook Shares. Innovative ‘Fun’ elements Technological innovations for events have also taken an interesting turn; the use of off-beat products to engage people at conferences and trade shows is picking up. For example, to get rid of the boring microphone that is passed around for audience questions and talks was replaced by something called ‘CatchBox’, which is claimed to be a ‘throw-able’ microphone. A box shaped soft covered microphone, that can be tossed from the panellist or the speaker to the audience to create a ‘fun’ environment. Or ‘Poken’ which gives a suite of products and software that can be used to exchange digital information in the real world with a touch. Conference attendees have been using this to exchange, coordinates, addresses, virtual visiting cards and other sharable company and corporate information at trade events with a simple touch or collect data through tags and stickers by touching them. Wearable Tech Taking a step further, a company called Wearable Experiment has recently created a jacket that participants of large conventions such as the CES or Comic Con, can use to navigate themselves to the places they would like to see. Post wearing the apparel, one can type in the exhibits they would like to go to, onto their smartphone. The apparel will tap the wearer on the shoulder for turning left or right and double tap when the location has been reached. By entering this application in the smartphone and putting it back in the pocket, the attendees get their eyes back and don’t have to look into the phones for directions. Though it has been a while since it has entered the events industry, an interesting wearable technology that is popular, especially pertaining to entertainment and technology conventions are RFID bands. Radio Frequency Identification technology has been in use for several years. It uses an electromagnetic field to transmit identification information. In concerts, there are many people to keep track of especially when it comes to security. RFID ensures that concert audience can come and go without trespassing and unauthorized entry cannot happen with RFID identification. Furthering to this, RFIDs nowadays are being used to transfer information, though basic, but data that can help the sponsors and curators of events generate prospective consumer data or even link it social media to create a community platform for further engagement. RFIDs are not only a boon for the event planners but also the audience that attends the event. Like Poken, these RFID tags/ wearable can be used to transfer data crucial for networking for a participant or data crucial for the organiser in terms of ROI. Look and Feel Holographs and Projection mapping is another technical innovation that is being used in a lot of events around the world to initiate the wow factor and engagement. For example in June this year a truck manufacturer in the United States used projection mapping over hoover dam to convert the dam’s wall into a huge screen that debuted its latest vehicle launch. Similarly to celebrate the start of the US Open Tennis Tournament, American Express curated an event where it used holographic projectors to illustrate the movement of an actual tennis court and urged the event participants to step into the holographic court giving them interactive and responsive tennis rackets that would create a real-time imagery of the sport, thus creating excitement and engagement among the audience. Return on Objectives and Return on Investment Event sponsors and curators claim that the only way for a trade event to know its ROI is when pre registrations get converted into clients. According to a talk at EventTech Live, the industry standards are somewhere from 30 to 40 per cent when it comes to conversions of pre-registered customers. But bringing in the tech aspect, things like event mobile apps are more capable of reaching out to the audience and sponsors and curators can track the conversations, number of downloads and how the audience is using it, to get a better data analytics. This data in some cases is the ROI that they require; data as well as a platform for keeping their consumers engaged. Another method of relating ROI to event engagement is through the use of celebrity speakers or industry professionals who can influence people to go to the event. Curators and planners are getting industry professionals on board who can strike a conversation on social media, tweet about the event and share their thoughts on a community blog, which in turn lures their followers to the event show. Thus, with a community following, one can ensure numbers as well as engagement. Talking about community, the purpose of an event is to get buyers and sellers from different walks of life onto a single platform to interact and do business. Hence, sponsors and curators have also devised different digital and mobile networking tools and platforms to facilitate the same. These platforms use the right communication tools to the right community and also help build communities that create content and engagement before the event. The audience can talk about their anticipation for the event; interact and see if there are valuable people on-board during the event and create a chain of feedback and conversations post the event. One of the oldest and most conventional ways of getting to know ROI is through surveys and polls. By collecting event feedback, sponsors, curators and planners can know what was good, what went wrong and what can be improved. It also highlights the participation as well as attendee interest. These days, apart from calling, most surveys are either online a mobile application. A lot of trade events send out online and app based surveys right after speaker sessions so that they can capture the thoughts of the audience while the topic is still fresh in their minds. Summing up With events becoming an ever more integral part of the marketing-communication mix, brands are seeking to engage with their customers and partners and technology has raised the expectation of the audience for an event. What used to be brochures and freebies, is now a full technological package outside their tickets and passes. Be it a product or a service launch, conference or trade exhibition; the event attendee in today’s digital era is connected all the time. And being online is only going to grow and hence events are going to evolve. For sponsors curators and planners, technological evolution is a method of innovative ways to communicate with their target audience with intriguing content. Industry professionals cite that the future of event technology is the use of large scale holographic, wearable and mobile technology. There was once a time where people were told to switch off their phones and turn down any instrument that could interfere, nowadays brands want their audience to be online tweet and generate content sitting in the events centre. By using wearable technology, curators and sponsors can track and generate business leads and with holographic technology and projection mapping, event organiser can engage and entice the audience.
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The Taj Mahal Palace, Mumbai was the venue for a star-studded charity reception, hosted by the Duke and Duchess of Cambridge, on Sunday 10 April. The reception aimed to raise funds for partner organizations of the British Asian Trust who work with disadvantaged communities in Mumbai and across India. The reception saw the crème de la crème of Mumbai’s film, sport and business society come together at the hotel for a glittering evening with the Royal couple to raise funds for organizations including Childline India, Magic Bus and Door Step School, India. The entertainment was arranged to provide a true Indian flavour for their royal highnesses on their first visit to India, and included a dance performance and a fashion show. Mr Rakesh Sarna, MD & CEO, Indian Hotels Company Ltd. said, “As custodians of Indian hospitality, we are honored to partner with the British Asian Trust in this noble cause. For over a century, we have endeavored to uphold the belief of our founder, Jamsetji Tata, that the 'purpose of business' is rooted in the advancement of the society in which it operates. We share a common ethos with the British Asian Trust in envisioning a better tomorrow and are glad to support Their Royal Highnesses in their commitment to raising funds for making a difference to the community. Our sincere thanks to all friessnds, patrons, partners and ambassadors who are helping to support and raise awareness to positively impact our society.”
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Vodafone India celebrated the launch of Vodafone SuperNet in the UP East Circle by creating a 627 sq. mtrs. (6746.5 sq.ft.) large disposable cup mosaic thereby becoming a Guinness World Records title holder. 250 employees of Vodafone UP East Circle created this mosaic using 140,000 disposable paper cups illustrating the iconic Vodafone logo and Vodafone SuperNet. This new record-breaking achievement by Vodafone UP East employees was completed in 3 hours, 15 minutes and 30 seconds and was adjudicated and certified by Swapnil Dangarikar, Official Adjudicator from Guinness World Records. Witnessing this record-breaking feat and acknowledging the Guinness World Records honour, a visibly elated, Nipun Sharma, Business Head- UP-East, Vodafone India said, “It is a matter of great pride for all of us at Vodafone India to be recognized by the Guinness World Records for this innovative and unique feat by our employees. We are always on the look out to provide differentiated service experience to our customers and this is yet another way of bringing our brand promise into the limelight. With the launch of Vodafone Supernet, our valued customers in UP East circle will enjoy a seamless network experience that will keep them connected with their world, at all times. I invite all mobile phone users in UP East to join Vodafone SuperNet and experience a fantastic mobile network experience with a choice of best offers”.
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Hundreds of young Indian engineers competed in the finals of the annual National Aero-modelling Competition organised by Boeing in collaboration with the Indian Institute of Technology (IIT). The 2016 competition at the Indian Institute of Technology (IIT) Delhi, which provided a national platform for students to demonstrate their aero-modelling skills, was designed to encourage future engineering professionals towards aerospace careers. “It is inspiring to see the momentum that our National Aero-modelling Competition has gained over the past three years,” said Pratyush Kumar, president, Boeing India. “This initiative has captured the hearts and minds of young engineers like never before, and will help develop talent that will shape the future of the Indian aerospace industry. We would like to thank the IITs for helping us to enable this competition where more than 670 young engineers participated this year.” Launched in 2013, the Boeing-IIT Aero-modelling Competition is designed to enhance participation and interest in aviation activities, while it educates, recognises and rewards talented aerospace enthusiasts and innovators in India. "We believe that technical events such as National Aeromodelling Competition greatly help in exciting our present generation of students about science, engineering and technology," said Dr. Anurag Sharma, Dean, Academics IIT Delhi. “Activities such as this align with IIT-Delhi's vision to promote design/practical experience among students through multiple curricular and co-curricular activities.” Starting January 2016, the zonal competitions were organised in conjunction with the technical festivals at IIT-Madras, IIT-Kharagpur, IIT-Bombay and IIT-Kanpur and the final national competition was held at IIT-Delhi. A total of 13 winning zonal teams, made it to the national level in New Delhi. Along with the competition, Boeing also sponsored aero-modelling workshops conducted by the respective IITs. This was an additional platform where students interested in designing and building radio-controlled planes got real time experience in designing and building them. Boeing has an ongoing partnership with IIT-Mumbai for the National Centre for Aerospace Innovation & Research (NCAIR) to promote aerospace manufacturing capability development.
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In keeping with the excitement of the Hong Kong Sevens, the Hong Kong Tourism Board has joined hands with the Hong Kong Rugby Union and Hong Kong Tramways to launch the first ever Hong Kong Sevens Bar Tram. The Bar Trams – three vintage open-top trams doubling as mobile bars – will run along Hong Kong Island for five evenings. They will pick up registered tourists and rugby fans for a free party ride, which comes with complimentary drinks. Taking the rugby fiesta beyond the Hong Kong Stadium, this is a unique opportunity for guests to enjoy the pulsating metropolis of Hong Kong from another perspective and encourage them to dive into the local trendsetting nightlife. Guests at the kick-off ceremony for the Hong Kong Sevens Bar Tram included Mr Gregory So, Secretary for Commerce and Economic Development of the HKSAR, Dr Peter Lam, Chairman of the HKTB, Mr Vern Reid, Chief Executive of the Hong Kong Rugby Union, and Mr Emmanuel Vivant, Managing Director of Hong Kong Tramways. The event was also graced by The Fiji national rugby sevens team – 12-time champions of the Hong Kong Sevens. After the ceremony, the Fiji team boarded the Bar Tram for a taste of the one-of-a-kind experience. Dr Peter Lam, Chairman of the HKTB, said: “The Hong Kong Sevens is one of the biggest sport events held here in Hong Kong and always draws a large flock of rugby fans to our city every year. This event is crucial for reinforcing Hong Kong’s reputation as the “Events Capital of Asia”, and an important means of boosting local businesses. To enhance the promotion of this mega event, the HKTB is using additional funding from the Government to launch the Hong Kong Sevens Bar Tram for the first time to offer a refreshing experience for tourists and rugby fans.” In another collaboration, the HKTB and a local media organisation launched a “Bar Guide” for the convenience of international visitors coming for the Hong Kong Sevens. The handy booklet features the characteristics of different districts in Hong Kong and some of the “must-go” bars for a feel of Hong Kong’s vibrant nightlife. The Bar Guide is also available online and for download (website: www.DiscoverHongKong.com/BarGuide).
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