Reinforcing the reputation of ifc mall as Hong Kong’s leading lifestyle destination

ifc mall
Challenges

Reinforcing reputation

With a prime location and a range of entertainment, lifestyle and wellness experiences, ifc mall strives to be the first in Asia to bring exciting and engaging experiences to visitors through thematic campaigns and flagship brand boutiques. Keen competition among shopping malls in Hong Kong and the continued rise of e-commerce has seen a change in consumer behaviour and expectations that surround the function and role of malls. The objective of our ongoing integrated communications strategy is to reinforce the mall’s reputation as the leading lifestyle destination in Hong Kong, while increasing footfall and public engagement.

Approach

Strategy
Craft consistent and strong messaging to reinforce ifc mall’s reputation as Hong Kong’s leading lifestyle destination.

Storytelling
Create different storylines leveraging engaging in-mall activations, interactive seasonal installations and year-round experiences to drive shareability and engagement.

Strong market leadership
Reinforce ifc mall’s strong reputation for creating immersive and engaging seasonal installations and thematic campaigns while highlighting the mall’s diverse line-up of tenants and offerings.

Engage
Invite media and KOLs to experience exclusive media events, and partner with KOLs to create unique social media content for different campaigns.

Strategic partnerships
Identify and leverage different organisations in the community to curate a rich and educational journey for all visitors.

ifc mall exterior
Outcomes
+520
stories in local and regional publications
+150 million
audience reached through local and regional publications
+88,000
visitors engaged with the MEET THE T.REX exhibition
  • ifc mall’s campaigns featured in top publications such as South China Morning Post, Time Out Hong Kong, Prestige, Hong Kong Tatler, Apple Daily, Hong Kong Economic Journal, U Magazine, Weekend Weekly and Presslogic
  • 90% overall key message penetration for the Santa Academy campaign
  • 79% YoY increase in coverage between the 2017 and 2018 Christmas campaigns
  • Created buzz around town, especially the video of MEET THE T.REX exhibition that garnered 173K+ views across ifc mall-owned social media platforms, as well as media and influencers’ social media platforms
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