AND HOW EVERYONE CAN BE A WINNER
Sponsors of race days can learn much from Dr. Simon Kwok, CEO of leading Hong Kong -based cosmetics company Sa Sa and Dr. Eleanor Kwok, Vice-Chairman of the company.
The couple knows they cannot get bangs for their sponsorship bucks by simply sitting on their backsides.
They and their team go out and make things happen.
If they don’t, who will?
They have one of the best showcases in the world to promote their products – the Shatin Racecourse – and Sa Sa has the outlets, the media connections and the data base of consumers to make things happen.
They are also passionate racing people.
This is exactly what they did yesterday (Sunday) at the annual Sa Sa-sponsored Ladies Purse Day.
There were Fashions On The Field – and far more haute couture than any other Fashions On The Field anywhere else in the world.
Whoever picked the music for the on-track shows, knew hip from hype.
It brought the catwalks of New York, London and Milan to Shatin Racecourse.
Brett Davis from the HKJC’s Trackside team might have wondered who “Terry Muggler” was, but having races named after fashion designers like Thierry Mugler added to the theme of the day.
Next year, let’s have Fashion TV there.
It would complete the picture.
The models were absolutely stunning.
They were not so-so.
They were absolutely there for men- and women- to go ga ga and Sa Sa over.
Speaking of which, perhaps Sa Sa should have flown over Lady Gaga for the occasion?
Sa Sa? Gaga? Why not?
For Sa Sa, here was a captive audience and an event to whom and where they could showcase their many products.
And they did but not in some over-the-top way though some of the hats worn by a few raised a few eyebrows but raised nothing else.
Imagine if all this on-course action could have been seen by television viewers?
Or online?
Or via any and all the mobile technology available today at one’s fingertips?
Surely, this would have been a welcome break from paddock parades and inane chatter?
It would have been to us and those who think “horse racing has no flair”.
It does: It’s just been “hidden” for far too long when aired on television.
And as we should all know by now, television has gone the way of the CD: It’s dead.
The centrepiece to the day was the running of the Sa Sa Ladies Purse and which was won by the John Moore-trained and Tim Clark-ridden Jacobee.
Our old mate and part of the Olympia Syndicate, owners of Jacobee – Peter Fischel – looked more pumped than ever.
Pity about his hair. And tie. And belt.
Does he care?
On Sa Sa’s Ladies Purse Day, everyone was a winner.
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