Driving the community to visit the Hong Kong Observation Wheel and download the App
The iconic Hong Kong Observation Wheel and AIA Vitality Park launched the Hong Kong Observation Wheel AR App, elevating the visitor experience through never-before-seen Augmented Reality (AR) technology. Through visual immersions of Hong Kong in the 1890s and 1960s, the App encourages visitors to unlock the beauty of the harbour and learn about the city’s development.
The key challenge was to generate fresh excitement for the Hong Kong Observation Wheel amongst the Hong Kong public, ensuring the much-loved attraction was positioned as an innovative experience, a family destination that celebrates the city and its history, and ultimately customers to visit the Wheel and download the App. Furthermore, we were challenged to build international awareness for the AR App in tech publications.
Narrative Developed strong key messages for the AR App which would resonate with the target audience and drive desire to visit and explore the new offering.
Strategy Issued a strong statement to announce the official launch of the AR App and introduced the concept and offering clearly to relevant local and international media. The press announcement was accompanied by targeted and tailored pitching angles.
Thought Leadership Secured high-quality interviews throughout the launch with the Commercial Director of HKOW, as well as other key spokespeople.
Engage Invited top tier media from high profile publications to the launch event to demonstrate the AR App in action and generate immediate coverage. Additional media and KOLs were invited to experience the App following the event, however the tours were paused as the Wheel closed due to COVID-19 restrictions.
Event To generate greater understanding for the AR App and introduce the brand and concept in a fun and engaging way, the launch event included a guided demonstration tour around the Wheel to ensure media get the full and accurate experience of the App on the spot.