Event research at the Hong Kong Rugby Sevens
The 2017 Hong Kong Rugby Sevens marked another year of Cimigo’s event research at Hong Kong Stadium, with 50 interviewers on site to measure spectator engagement at this unique, world-class event. Cimigo interviewed over 1,700 attendees and is pleased to report satisfaction with the event remains extremely high, with very strong levels of repeat attendance likely in 2018.
It was also the second year of event research being conducted at Hong Kong Sevens Central, which is a free way to enjoy the Hong Kong Sevens in the heart of Central Hong Kong. There was a great turn out of overseas and local visitors, rating the event atmosphere as world-class, and with particularly strong levels of recall for key sponsors.
With an estimated total of 63,000+ overseas visitors in attendance at both the Hong Kong Rugby Sevens and Hong Kong Sevens Central combined, Cimigo’s event research helped to measure the economic impact that these visitors have on local tourism. The Hong Kong Rugby Sevens was found to be very effective in promoting the country’s reputation and key to enhancing overseas visitors’ stay in Hong Kong.
The survey also measured sponsorship efficacy in terms of sponsor awareness, communications and impact of their individual presence. Profiling of local and overseas spectators also enabled brands to evaluate their sponsorship strategy and relationship with the Hong Kong Rugby Sevens.
Cimigo’s event research not only touched on spectator engagement, but provided a platform to test a number of ideas aimed at enhancing Hong Kong Sevens in the coming years. Some initiatives previously implemented include Women’s Sevens at the main tournament, and various promotional activities such as concerts, activations and fanzones. We look forward to uncovering more ways to increase event satisfaction at future Hong Kong Rugby Sevens tournaments.
Look out for Cimigo Sport at upcoming major sporting events in 2018!
Cimigo Sport is a branch of Cimigo that specialises in sports research, and is committed to maximising the potential of your event. We are proud to partner with various sporting events in Hong Kong to enhance the profile of sport among the community, and promote an active and healthy lifestyle.