Lee Tung Avenue Campaign of The Year PR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 www.marketing-interactive.com
Entry Details Please provide the following information: 1. Category 25: Campaign of The Year 2. Launch of Lee Tung Avenue 3. Lee Tung Avenue Management Company Ltd. 4. Lee Tung Avenue 5. Strategic Public Relations Group NOTE: Any specific information or content intended for judging purposes only must be clearly indicated in Red, or highlight it in red. Marks may be deducted if the strict slide number of entry submission is exceeded.
Entry Video Video download: https://drive.google.com/folderview?id=0b3kqzk2lqp3zlvixdhpgt3bumgs&usp=sharing
Challenge Lee Tung Avenue (LTA) is located in Wanchai, an area not exactly renowned as a fashionable shopping hub or tourist location. The district is also considerably old-fashioned and has evolved without much coordinated city planning. By launching LTA in Wanchai, the brand was challenged to explore and create a distinctive character and touch point that could be leveraged to create excellent media and PR exposure while luring both locals and tourists. Unlike other shopping malls where a physical structure is already in place, LTA hit upon the concept of a European Pedestrian Walkway retail concept. Such an idea is foreign to both the media and local market. Convincing efforts needed to be made in communicating this exciting new concept to the public via strategic PR and media approaches. There were on-going discussions regarding the pros and cons of the transformation of the Lee Tung Street into Lee Tung Avenue (LTA), along with intensive discussions on the official Chinese name for LTA. Before the opening in December 2015, PR efforts were made to rename its originally suggested title of Avenue Walk (which has negative connotations in the Chinese translation) to LTA. With that accomplished, we could create positive stories for the launch by positioning LTA as an Urban Village and cultural centre of Wanchai. LTA was previously known as Lee Tung Street, which is also called Wedding Card Street, reflecting the proliferation of wedding card printers and festive-decoration shops. Obviously, the street was far away from the tenant mix required to meet the eclectic and vibrant style envisaged and developed by LTA. According to the Census and Statistics Department, the population in Wanchai remained stagnant from 2011 to 2015. LTA needed to adopt a successful and outstanding rebranding strategy to attract traffic from outside the district. PR Objectives - Creating exciting and positive vibe with a 360-degree PR & media maximization strategy as a way to amplify the awareness of the launch in all consumer segments. - Achieve LTA as the must-go hotspot by positioning it as the lifestyle hub with an attractive tenant mix and outdoor leisure area.
Strategy Core strategy: Exploiting the uniqueness of Hong Kong s first-ever retail space incorporating a 200m-long, tree-lined pedestrian walkway as a new Urban Village. This unique concept to be leveraged to spinoff PR stories with numerous diversified angles. Campaign concept: Position LTA as the cultural core of Wanchai. It is a shopping and lifestyle precinct that will not only rejuvenate Lee Tung Street but also Wanchai as a whole. It presents an exceptional place for dining, shopping, leisure and cultural enrichment with the concept of a new meets old, east meets west destination. Position LTA as the lifestyle hub where east meets west by presenting world-class events - With the aim of offering unrivalled lifestyle opportunities and enjoyment, free world-class events and competitions were held in a plethora of activities, including art and culture; wining and dining; live music; sport; and the celebration of iconic festivals. -Exclusive media feature opportunities and proactive pitching of feature stories to maximize exposure and create a talk-of-the-town vibe. Engaging consumers to facilitate two-way communications - Before the launch of LTA, the management decided upon the Chinese name of Lee Tung Avenue after extensive research and the incorporation of public opinion. -Using consumer-focused interactive workshops to engage visitors and allow them to embrace the unique and immersive lifestyle opportunities LTA offers as an Urban Village.
Strategy Unique tenant mix LTA was emphasized to draw media attention -To maximize public interest to the unique tenant mix, media previews, media tasting sessions and blogger gatherings were organized as a way to garner media attention through photo shoots and feature opportunities - Anchor tenants made debuts at LTA; this included Okashi Galleria x Calbee Plus, Omotesando Koffee, Givres, Le Creuset, STAEDTLER, and Le Pain Quotidien - 37% of tenants are first-time stores in Hong Kong, adding to the uniqueness to the LTA lifestyle precinct. - Numbers of the ex-operator in Lee Tung Street retuned to LTA to retain the concept of new meets old and east meets west destination CSR engagement to grow public attention and PR touch points -To partner with Wanchai and local NGOs and organize CSR programs and activities that would project a charitable, caring and community spirited image of LTA. These CSR initiatives were communicated via consumer engagement and media pitches. LTA s collaboration with local and international groups -LTA actively collaborated with various local and international entertainment troupes, including world-class parade performing group The Harvard Krokodiloes and The Yale Whiffenpoofs, America s oldest and best-known a cappella groups, and numerous local performers. -Arranged media group and individual interview sessions to feature the artists / performers to generate coverage in local news, features, music, art & culture, and other media pages.
Execution LTA organized numerous FREE engaging and high-profile events. These included a successful Chinese New Year parade and a Shakespearean play with a difference. The concept is to bring the best in entertainment and lifestyle to people from all walks of life. - LTA presented a Christmas & New Year Celebration Party with top-notch local musicians. The event reached an exciting crescendo with the performance on New Year s Eve of enormously popular singer / song writer Hanjin Tan, who s brilliance heralded in 2016. - LTA invited world-class performers to entertain crowds at the brilliantly colorful Chinese New Year Night Parade, which was co-hosted by the Hong Kong Tourism Board, and a first for Hong Kong in this format. - LTA staged a 4-day Rugby Family Fun Mart in April 2016. Added to the excitement was the first-ever outdoor live broadcast of the Hong Kong Rugby Sevens on huge TV screens. LTA was transformed into a Weekend Market with a delightfully tasty treats from LTA s tenants offered free of charge, along with top-quality New Zealand produce. - LTA collaborated with Hoegaarden from June 24 to July 3 to arrange a celebratory beer festival named The Gaarden is Open. People at the event enjoyed a plethora of tasty treats offered at Hoegaarden s pop-up Creative Gourmet by Hoegaarden. The collaboration was an overwhelming success with many people flocking to LTA to enjoy the festive experience. - LTA and the Hong Kong Design Institute teamed up to present an imaginative and innovative mobile theatre performance of Shakespeare's A Midsummer Night s Dream by combining 3D digital and traditional theatre.
Execution Collaborating with local and international groups to bring world-class entertainment to Wanchai, which naturally created PR touch points - LTA jointly present the inaugural Wanchai Wine Walk & Music Stroll with The East. Here, the event was built on LTA s signature 200m tree-lined pedestrian walkway. Samples of premium whiskies, bling-in-a-bottle gold flake champagnes, handcrafted beer and other beverages were offered free to the LTA visitors. Exploiting these occasions for publicity, extensive PR coverage was generated by pitching feature ideas and interviews to the media. - LTA teamed up with Hong Kong Salsa Festival 2016 and the 5 th World Salsa Championships by inviting international salsa dancers to perform along the pedestrian walkway. This wildly colorful and vibrant affair morphed into a festive celebration of Latin music, drinks and unbridled fun. Free salsa lessons were being offered to brave locals so they could embrace the occasion with gusto. CSR engagement with numerous NGOs to share warmth and care - Inviting students from Wanchai neighborhood, together with Child Development Matching Fund, The Salvation Army Lam Butt Chung Memorial School, YMCA HK, Hong Kong Playground Association and other groups, to a performances during Christmas celebrations. This allowed participants to experience community warmth. - To help underprivileged children discover the joy of photography and cultivate their interest in observing the beauty of life, LTA joined with St James Settlement from March to May to collect used cameras to be donated to children in need.
Results More than 690 media coverage from both regional and local media was generated, accounting to HKD267,883,918 in media value. The extensive coverage came from a wide range of media sections, including local news, business, features, shopping malls, parenting, home deco, F&B, and more. LTA official Instagram has achieved a total of 3,060 followers in the first half of 2016.
Results LTA was introduced to overseas viewers through over 25 international travel programs, such as YOYO 嘻遊記 from 東森幼幼台 (a Taiwan TV channel); and Trending Now from ANC (a Philippines TV channel). An average of around 5,000 have taken part in consumer engagement events from December 2015 to June 2016. At LTA s latest event in July, more than 30,000 visitors attend The Gaarden is Open event. This clearly shows that people are increasingly being drawn to the exciting and myriad attractions LTA has to offer.
Supporting Visuals CNY Parade Wanchai Wine Walk & Music Stroll Rugby Family Fun Weekend Lee Tung Avenue Welcome 2016 Salsa Street Party The Gaarden is Open Merry Sweetmas @ Lee Tung Avenue
Supporting Visuals Lee Tung Avenue Tenant Mix