Cathay Pacific/HSBC

Hong Kong Sevens

FanWalk

Cathay Pacific/HSBC HKSEVENS FanWalk

Introduction:

• In the current economic climate it is important for our local tourism industry to try to maximise the beneficial impact of major events such as the Hong Kong Sevens, and to this end the Hong Kong Rugby Union is working very closely with HKTB to find new ways to widen the Sevens event footprint.

As one of the Government’s nominated “20th Anniversary of the SAR” celebratory events under the theme of “Together-Progress-Opportunity” we are seeking to add some new special elements this year to mark this

milestone.

• Having looked at the examples of other world-class sports events elsewhere around the world, we have identified that one new opportunity is to present a “HKSevens FanWalk” – decorate the main streets in the approach to the Stadium and introduce entertainment so as to create a vibrant and fun environment for both those on their way to attend the tournament but equally those who are in the area anyway as shoppers, tourists, residents that are not attending the Sevens.

• Our market research has consistently shown that the most popular route to the Stadium is from the MTR Exit F along Yun Ping Road, so consequently the Hong Kong Rugby Union has engaged with our Sevens co-title sponsors – Cathay Pacific & HSBC – and Hysan Development to develop an event concept

Concept: • The concept will be to create an interactive fan-walk from the MTR and up the streets of Kai Chiu Road, Yun Ping Road and

Hysan Avenue; that would include street decorations along Yun Ping Road and entertainment/game booths/F&B in front of Lee Gardens One. The fan-walk will be promoted as one of the must-do experiences of the Hong Kong Sevens.

• Our hope is that the FanWalk will give a boost to local businesses in the area, will help raise the profile of Wanchai District as a recreation destination for tourists and locals alike, and by improving the atmosphere and environment of the Sevens help to further enhance the reputation of Hong Kong as “Asia’ World City” in this significant year for our city.

Timings: We are conscious that these activities should not cause nuisance or disruption and as such the timing of the entertainment will be restricted to those of the tournament itself and we will work closely with Hysan to liaise with the local residents and retailers. • Friday 7th April Event time: 12:00pm-9:00pm • Saturday 8th April Event time: 10:00am-7:30pm • Sunday 9th April Event time: 10:00am-7:30pm

The Experience: • The theme of the event will be focused around the 40 international teams attending the Hong Kong Sevens tournament. • The Sevens zone will be the focal point of the Fan Walk located from the corner of Yun Ping Road and Hysan Avenue along

the pavement in front of Lee Gardens 1. This location will also have a large screen showing the live rugby action from inside the stadium.

• The Sevens zone outside Lee Gardens One will be utilized by our sponsors and the Hong Kong Sevens to provide pop-up promotional booths focusing on family entertainment. These booths will include face painting, country stickers and interactive rugby games. Also included in this area will be a space for our street performers to provide regular entertainment.

Cathay Pacific/HSBC HKSEVENS FanWalk

Location of Fan Walk

Cathay Pacific/HSBC Support of

Hong Kong Sevens FanWalk

CX Promotional Booth

(Mar 24 – Apr 9)

<At Hysan Place Pop-up Store, Kai Chiu Road>

Cathay Pacific will add to the promotion of the Fan Walk event through: • Providing a fan booth to engage participants through activations related to the Cathay Pacific 2017 TVC and campaign. Objective is to connect rugby with different walks of life in HK community.

HSBC Community Activation

Programme (Mar 24 – Apr 9)

<At Hysan Place Atrium>

As part of the Fan walk and to promote the Hong Kong Sevens, HSBC intends to activate as follows: • HSBC Try Rugby Programme Activation (showcasing HSBC’s commitment to community rugby in Hong Kong at Hysan Place)

Street Dé cor

Cathay Pacific/HSBC

Hong Kong Sevens Fanwalk

Yun Ping Road Street Decor 1 - Inflatable Giant Rugby

12 Branding flags + 16 Countries flags along the street

Yun Ping Road Street Decor 2 - Flags

Flags Positions

Branding flags (12)

Countries flags (16)

Yun Ping Road

Flags Dimension Yun Ping Road

-

-

Featuring 28 teams with 14 poles along the street

10 poles contain a speaker playing cheering messages in different languages

Street Decor 3 - Cheering Poles Yun Ping Road

Pole Locations Yun Ping Road

Pole Dimension 6

00

2

00

3

00

1

10

0

700

FACE

JERSEY

BRANDING

CHEER ON MESSAGE

GRAPHIC

Yun Ping Road

Cathay Pacific/HSBC

Hong Kong Sevens Fanwalk

Interactive Entertainment

HKSEVENS Zone (Hysan Avenue) (live broadcast via big screen, rugby games, promotional booths, regular entertainment)

Cathay Pacific/HSBC Hong Kong Sevens

Fan Walk (Apr 7-9)

Cathay Pacific/HSBC Hong Kong Sevens

Fan Walk (Apr 7-9)

Entertainment from the 40 participating teams at the Hong Kong Sevens – i.e Kenya drum band; Trump impersonator from USA

HKSEVENS Zone (Hysan Avenue) Rugby activation games

Cathay Pacific/HSBC Hong Kong Sevens

Fan Walk (Apr 7-9)

~ thank you ~