Overview of this campaign
In early 2017, SCMP launched a brand new racing destination for Hong Kong and International racing enthusiasts alike.
HK Racing is the number one independent source for all the latest news and views that impact the Hong Kong racing industry with ‘expert analysis’ and ‘timely independent coverage’ of Hong Kong racing.
Introducing HK Racing:
Expert analysis & racing news
The latest direct from the track
Distributed & Accessible across platforms
Arming race goers and enthusiasts with everything they need to understand the Hong Kong race scene with News & Opinion, Race Cards, the latest odds, tips & previews, historical results and statistical analysis.
HK Racing provides users with historical statistics on Jockeys, Trainers and Horses in addition to aggregated Race Card statistics, Trackwork, Reports, the latest odds, Tipster previews and best bets and a whole lot more.
Results for this campaign
- Since replacing the old racing channel under SCMP.com in February 2017, HK Racing has witnessed a dramatic traffic increase; PVs up by almost 600%.
- Metrics have increased across the board with Users and Page Views per User more than doubling whilst Average Session Duration increased by over 2 mins.
- Average session duration up from 3 minute 11 seconds to 5 minutes 55 seconds; unique users per month increased by 230%; and page views per user up from 2.58 to 6.69, recording an increase of 259%.