A regional showcase of Hong Kong fashion designers

Fashion Hong Kong for HKTDC at Ontimeshow, Shanghai
Challenges

Engaging international decision makers

Fashion Hong Kong is a series of events organised by the Hong Kong Trade Development Council (HKTDC) that promotes and showcases Hong Kong designers on the international stage. In March 2019, HKTDC led a delegation of 16 Hong Kong designers to Ontimeshow, a major trade fair based in Shanghai that coincides with Shanghai Fashion Week.

Sinclair was tasked with engaging key media and influencers to ensure high visibility for and conversation around the HKTDC delegation.

Approach

Strategy
Develop a comprehensive KOL and media strategy to gain the best exposure with a limited budget and an incredibly short turnaround time.

Engage
Garnered media and influencer interest, including editorial placement with Shanghai’s most popular fashion media, to build event anticipation and enhance storytelling. On-day attendance included 12 media and 3 KOLs, with  4 interviews conducted on-site with key spokespeople.

Influence
Engaged Shanghai’s most popular fashion KOLs to attend the booth and introduce Hong Kong designers on their social media platforms to engage their followers.

Outcomes
+2,000
people engaged with the booth
+40
media stories generated in one day
+4.7 million
people reached through Weibo and social media platforms
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