Positioning a new foodie district in Hong Kong

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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

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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