Boosting cultural exchange within Southeast Asia
Fostering cross-cultural awareness & convergence through a strategic stakeholder and media engagement campaign.
Challenge
To create buzz around the first ever non-profit initiative in Hong Kong by showcasing films made by Southeast Asia’s renowned filmmakers, curated by HKAF (HK ASEAN Foundation) in the form of ASEAN Film Festival (AFF) to deepen cultural and economic ties within the region.
Approach
Conceptualised a compelling narrative to ensure consistent communication of AFF’s key messages across channel Amplified awareness about the initiative with special screenings, a media luncheon and a closing event. Managed stakeholders at all levels, including senior SEA Consul Generals, film directors, students to ensure delivering the desired impact from the campaign.
Outcomes
- Solidified brand reputation as the first and leading non-profit initiative in Hong Kong to showcase films by Southeast Asia’s renowned filmmakers.
- Garnered attendance from 600+ government officials, partners and students to events and citywide screenings since launch.
- Achieved on-message coverage across top-tier local and regional target media, with a yearly average of over 200 million reach through print, online, and social media channels.
