Challenge: The Royal Hong Kong Yacht Club (RHKYC) was widely, but inaccurately, perceived as an elite social club amongst various audiences in Hong Kong. When the Hong Kong government announced plans to build an access road across the club and open the waterfront to public access, the club risked losing its presence on Victoria Harbour.
Approach: APCO designed and implemented a campaign to connect with the city government, district councils, local communities, sports associations and environmental groups. The campaign positioned RHKYC as a water sports association highlighting its many contributions to the local community and the harbour’s vibrancy.
Result: RHKYC successfully revolutionized its public image and gained wide public support for its operations. The government and other stakeholders reconsidered the access road’s design and decided to build a tunnel instead of a road, enabling the club to retain its home at the existing location.
Results At A Glance:
- RHKYC was able to keep its prime location
- A tunnel was constructed instead of a road
- RHKYC’s public image was revolutionized
- RHKYC gained wide public support for its community contributions