Gay Games Hong Kong uses DDB as advertising partner
Gay Games Hong Kong (GGHK) and DDB Group Hong Kong are teaming up to promote the 11th Gay Games to be held in Hong Kong November 3-11, 2023, offering a preview of things to come with the release of their campaign teaser video this week.
The teaser video, “Everyone’s Getting Ready to Go Out for the Games,” sparks excitement for the event, offering an idea of what the Games will be a celebration for the city and for thousands of people from diverse backgrounds. ethnicities, sexual orientations, religions, gender identities, ages, abilities and origins around the world.
Reflecting the festive nature of the Games which celebrate ‘unity in diversity’, the teaser launches a two-year campaign that aims to raise awareness, deepen understanding and build community support for the Games – both locally and internationally.
Rob Cheng, Strategic Marketing Director of Gay Games Hong Kong, said, “We are delighted to launch this campaign with DDB. We have received tremendous support and encouragement from the community over the past few months, and we look forward to showing the people of Hong Kong and the rest of the world what GGHK will look like. It will be a joyful and inclusive celebration open to all with 12,000 participants and 75,000 spectators from over 100 countries. It’s definitely something to look forward to and we want people to start getting excited about it now. “
Andreas Krasser, CEO of DDB Group Hong Kong, added: “We are extremely proud to partner and support Gay Games Hong Kong. The Games are much more than a sporting and cultural event; they also convey an important message of hope and optimism while providing a rare opportunity to present Hong Kong in a more positive light on the international stage. We wanted to emphasize the inclusiveness of the Games to help the public understand that GGHK is in fact open to everyone. The whole team have been excited and energized by our collaborative partnership with the Gay Games Hong Kong team, and look forward to developing the rest of the material in the coming months.
Meanwhile, the organizers of the Gay Games are also reportedly considering using private venues across Hong Kong for next year’s games. The games were originally scheduled to take place this year, but had to be postponed due to the pandemic and restrictions.
Gay Games Hong Kong also unveiled a new logo and brand identity. He said the new logo with slight changes and branding for GGHK not only “reflects the new date of the Games, but also features a subtle but significant change in the colors of the word mark and the distinctive Chinese junk.” Previously displaying the six colors of the rainbow of pride on the sail, the new GGHK icon features a more colorful, rippling rainbow pattern.
“Two years away from the Gay Games, we wanted to move forward with renewed energy and confidence. We wanted to seize this opportunity not only to change the dates, but also to take definitive steps to make it the most inclusive and diverse Gay Games ever, and to make the first Gay Games in Asia a real milestone for the whole region. Said Dennis Philipse, founder and co-chairman of Gay Games Hong Kong.
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