MarketingThe advertising crew behind the 2023 Homosexual Game titles...

The advertising crew behind the 2023 Homosexual Game titles shares what is in retail outlet


As section of The Drum’s Internet marketing and the Marginalized Deep Dive, we capture up with Rob Cheng and Andreas Krasser, who are placing alongside one another the promoting playbook for the 2023 Gay Video games in Hong Kong – its initially time in Asia.

As bodily functions make a gradual comeback in the put up-pandemic world, Asia is getting all set to host an unusual one – its 1st-at any time Homosexual Game titles. Hong Kong is the host nation for the 11th version, which is to be held in 2023 – the past edition experienced taken place in 2018 in Paris. The Video games are prepared as a celebration for 1000’s of individuals from a variety of ethnicities, sexual orientations, religions, gender identities, ages, qualities and backgrounds from throughout the globe.

The mega-function, themed about ‘Unity in Variety,’ has 36 sporting events prepared such as dragon boat racing, dodgeball, esports and trail running, as very well as arts and culture gatherings, LGBT+ art exhibitions and memorial gatherings to celebrate the 40th anniversary of the Homosexual Video games. The Drum appears at what helps make the occasion crucial and relevant.

The genesis of the Gay Game titles and its evolution

The Homosexual Online games was designed by Dr Tom Waddell, a former Olympian, in 1982 to give the LGBT+ neighborhood with an inclusive and secure platform to working experience the empowerment and joy of competing in an Olympic Online games.

The notion driving Homosexual Games Hong Kong (GGHK) was initially conceived seven yrs back when Dennis Philipse, the founder and co-chair, and a devoted staff put together a thorough bid to host the Gay Game titles, shares Rob Cheng, strategic marketing and advertising director, GGHK. In 2017, the Federation of Homosexual Game titles chose Hong Kong about 17 other cities to host the 11th Homosexual Games in 2022 (now rescheduled to 2023), he provides.

Why the Gay Online games is essential and pertinent

Gatherings such as the Homosexual Video games do have an vital part to engage in in advertising and marketing the lead to of inclusion and variety close to the earth, as nicely as in actively partaking with the communities – the two of which are vital to the present day-working day world.

Cheng factors out: “The Homosexual Online games and GGHK are explicitly apolitical gatherings, and we glance to the unifying energy of activity and arts and culture to provide a numerous…

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