Positioning a new foodie district in Hong Kong

208 Duecento Otto
Challenges

In June 2010, 208 Duecento Otto opened its doors in Sheung Wan, an up-and-coming neighbourhood best known for art and antiquing – not for international cuisine. Our challenge was to establish 208’s out-of-the-way address as a positive, positioning the location as an hot new neighbourhood destination. This was going against the trend of restaurants opening in Central.

Approach
  • Positioned 208 Duecento Otto and Hollywood Road, Sheung Wan, as akin to NYC’s Meatpacking District
  • Establishing 208 Duecento Otto as ahead of the trend, we put the establishment forward for a variety of industry awards
  • Photoshoots were carefully selected; they ranged from food, interiors, portraits of JIA Group founder Yenn Wong and culinary specialist
  • Enzo Carbone, to high fashion shoots featuring premium Italian brands
  • A range of fashion, jewellery and charity events were organised at 208 Duecento Otto to introduce the restaurant as a dining venue and the place to be seen. Key media also attended
  • Celebrities were offered privacy when entertained, which encouraged them to frequent the restaurant
Duecento
Outcomes
  • Recipient of six awards in its first year alone
  • 208 Duecento Otto put Sheung Wan on the map for culinary aficionados, and started the foodie movement down Hollywood Road towards Sheung Wan
  • +90 stories published in the first year alone, with coverage in New York Post, Wallpaper* and Wall Street Journal that truly put the restaurant on the international culinary map
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