HKTA-HKRFU ‘SCRUM’ GUARANTEES CONTINUING RUGBY SEVENS SUCCESS

The Hong Kong Tourist Association (HKTA) and the Hong Kong Rugby Football Union (HKRFU) today (Tuesday, 18 July 2000) pledged closer co-operation in the preparation of an integrated marketing programme aimed at attracting a higher percentage of international sponsorship and promotions in the run-up to the 2001 Hong Kong Rugby Sevens.

This year in March, this rugby phenomenon celebrated its 25th anniversary when 24 teams competed in the Credit Suisse x First Boston Hong Kong Sevens before capacity crowds at Hong Kong Stadium.

The HKTA has collaborated with host organisation HKRFU to implement an effective and integrated marketing campaign to promote this major annual Hong Kong sporting event. They will be going all out to ensure next year’s Sevens will encapsulate all the classic facets of the sport. Invitations for team registration will be going out within the next few weeks.

A survey prepared for the HKTA by Consumer Search and conducted during the 2000 Sevens revealed that attendance ratio — local spectators versus overseas visitors — stood at 48.9% and 51.1%.

HKRFU Executive Director Mr Allan Payne said that the HKRFU always knew that a significant number of spectators were from overseas but the HKTA’s survey was truly surprising. “It has certainly strengthens plans to increase promotion of the Hong Kong Sevens internationally,” he added.

Some 39.6% of overseas visitors attending the 2000 Sevens were from the United Kingdom and Europe, followed by 31.6% from Australia, New Zealand and the South Pacific and 12.9% from South and Southeast Asia. This correlated well with those destinations where rugby is a popular sport, reinforcing the HKTA’s targeted promotional campaigns in special markets.

The survey revealed that 68% of visitors indicated that their primary reason for travelling to Hong Kong was to attend the Hong Kong Sevens. More than 80% indicated that they would return to Hong Kong for the event and almost all confirmed that they would recommend the event to others.

In general, visitors expressed the opinion that the Rugby Sevens was a “value-for-money” experience. The intended length of stay for an average overseas visitor attending the Hong Kong Sevens was 5.9 nights. Some 81.2% of respondents surveyed indicated they intended to stay in Hong Kong for a week or less. The average length of stay for visitors to Hong Kong in general is 3.4 nights.

Close to half those surveyed (44.6%) stated they had previously attended the Rugby Sevens. On average, Hong Kong residents have attended the event 6.7 times compared with 5.3 times for overseas visitors. Nearly 11% said they had purchased a partial event package prior to departure for Hong Kong, with the balance (19.8%) joining full event packages.

The Credit Suisse x First Boston Hong Kong Sevens is a HKTA Spotlight Hong Kong event.