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 As
awareness campaigns go this one's certainly off the beaten
trail. Action channel AXN and the Hong Kong Tourism Board
(HKTB) have tied up for the Hong Kong AXN Challenge. The
India leg of this 'adventure race with a difference' is
to be held in Mumbai on 9 March.
For AXN, the event is a continuation of its efforts to expand
ground presence, while the HKTB is using it as an opportunity
to promote Hong Kong as being more than just a business
hub - a destination for action and adventure as .
The race kicks off on 9 March from Marine Drive in south
Mumbai with the finish line 30 km away in the western Mumbai
suburb of Bandra.The race, which includes swimming (in the
open sea), running and cycling, tests the two-person teams'
physical endurance, abilities and teamwork.
And packing some brain into the equation, the Hong Kong
AXN Challenge tests the teams' mental agility with a series
of brain teasers about Hong Kong to be issued at various
check points along the route.
The winning team will be sent to Hong Kong to compete with
the best racers from Hong Kong, Philippines, Singapore,
Malaysia and Thailand for the ultimate prize - to become
the Hong Kong AXN Challenge Champion.
The Hong Kong race, which promises to be even more rigorous,
includes sea swimming, sea kayaking, trail running, climbing,
abseiling, orienteering and commando crawling. The entire
event will be captured on-air and broadcast on AXN later
in the year.
Says, Rohit Bhandari, senior marketing manager, AXN: "It's
very exciting to work with the Hong Kong Tourism Board on
this event due to the synergy in our marketing and brand
values."
 "The
Hong Kong AXN Challenge provides us with an excellent platform
to showcase the multi-faceted dimensions of Hong Kong,"
said David Leung, regional director for South and Southeast
Asia, Hong Kong Tourism Board. "Through promotions like
the Hong Kong AXN Challenge, we aim to showcase our lesser
known treasures - the historical, cultural, natural and
scenic beauty of Hong Kong which also lends itself to a
multitude of adventure-filled lifestyle activities."
Designed on the lines of Eco-Challenge, the adventure race
telecast on AXN, the Hong Kong AXN Challenge will further
entrench the channel's brand values by offering viewers
the opportunity to interact directly with the channel and
personally experience the 'buzz' that AXN offers.
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