The new racing season starts today and the Hong Kong Jockey Club, as usual, have been focussed on getting the public's attention.

Former Hong Kong champion race horse FAIRY KING PRAWN (who is living out his retirement at a local riding school as a much pampered star) made a guest appearance in downtown Causeway Bay and the photos tell the story re the popularity of that move (and guess what? No media headlines re 'risks to public by patting horse' or 'insurance dilemmas: HKJC in spotlight')

http://www.hkjc.com/english/special/2004_season_opening/so04_gallery.asp?album=3

Yes, the gambling situation in HK is unique re the amount of money invested and many would say that is what drives the popularity of racing over here - but at the end of the day, like every other country, the public love these horses (Silent Witness' legion of fans a case in point) - and the HKJC ensure they capitalise on that. And to good effect.

Most recently we saw it in the US with Smarty Jones and in Australia with Lohnro. The Australian race clubs now just need to feed it more effectively into their marketing campaigns - then stand back and reap the benefits.