The Challenge
The Royal Hong Kong Yacht Club was widely, but inaccurately, perceived as an elite social club amongst various stakeholders. When the Hong Kong government announced its plans to build a trunk road across the club and open the waterfront for full public access, the club faced the prospects of being forced to move from its prime location on Victoria Harbour – its home for the past 70 years.
The Solution
APCO worldwide designed and implemented a campaign centered on public involvement to reach out to the government, district councils, local communities, sports associations and environmental groups. By emphasizing the position of the club as a water sports association and effectively highlighting its many contributions to the local community, APCO enabled the club to connect with the population at large. APCO helped the club to promote the vibrancy of the harbor, along with its diversity of water and onshore activities. From this strengthened position, the club was able to gain support from the public on the value of building the trunk road as a tunnel.
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The Result
The club successfully revolutionized its public image and gained wide public support for its ideas. Most importantly, the government and other stakeholders reached a general consensus in favor of the option to build a tunnel, enabling the club to retain its site at the existing location.
Services Provided
- Coalition building
- Corporate responsibility
- Government relations
- Issue management
- Media relations
- Positioning
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APCO has a professional and forward-thinking team. With APCO’s support, we have strengthened our ties with the community, managed to stay at our current site without reprovisioning and become a much stronger organization as a whole.
