Introducing Hong Kong to the world’s greatest restaurant festival

Taste of Hong Kong
Challenges

Sinclair was engaged to introduce and distinguish the boutique and premium restaurant festival Taste of Hong Kong to the market, in a saturated sector dominated by considerably lower end offerings and price points.

Approach
  • Designed a PR and social media strategy, brand language and message bank that introduced and positioned Taste of Hong Kong as a global festival of local top tables and culinary trends offering premium dishes for the discerning foodie
  • Recommended leading restaurants and brand partners to Taste of Hong Kong that would cement the event’s positioning as premium
  • Highlighted the impressive (and lucky) 8 Michelin stars accrued by the founding restaurants involved in the launch, leveraging Michelin’s existing enviable position in the market, ensuring increase in brand equity
  • Created discussion about the celebration of Hong Kong’s exceptional food culture and wealth of culinary talent as well as highlighting the presence of Taste festivals in prestigious culinary destinations around the world
  • Strategy and content creation for digital platforms: video content, media partnerships, and competitions that acquired databases and increased reach
  • Lined up official media partners to further the Taste conversation
  • Encouraged Hong Kong to feel proud of being picked to host IMG’s first Taste event in Asia
  • Created speaking opportunities for the participating restaurants and chefs, international visiting chefs and Culinary Director of IMG
  • Gave media a ‘Taste of Taste of Hong Kong’ through a media launch, blogger safari and media preview of the festival, to ensure that the correct brand experience was conveyed
Outcomes
Visitors
+14,500
foodies attended the event, despite single-digit temperatures and rain
Newspaper
+360
stories generated in key local and international media
+5,500
Facebook fans and +1,100 Instagram followers acquired within just two months

Awards won

  • Marketing Magazine PR Awards 2016 – Best Experiential PR Campaign (Gold)
  • Marketing Magazine PR Awards 2016 – Best PR-Led Integrated Campaign (Silver)
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