Repositioning a mall into a luxury lifestyle destination
Increased footfall to ifc mall, the first in Asia to bring exciting and engaging experiences to visitors through thematic campaigns and flagship brand boutiques in the competitive retail industry.
Challenge
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 was to reinforce the mall’s reputation as the leading lifestyle destination in Hong Kong, while increasing footfall and public engagement.
Approach
Strategy: Crafted consistent and strong messaging to reinforce ifc mall’s reputation as Hong Kong’s leading lifestyle destination.
Storytelling: Created different storylines leveraging engaging in-mall activations, interactive seasonal installations and year-round experiences to drive shareability and engagement.
Strong Market Leadership: Reinforced 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: Invited media and KOLs to experience exclusive media events, and partner with KOLs to create unique social media content for different campaigns.
Strategic Partnerships: Identified and leveraged different organisations in the community to curate a rich and educational journey for all visitors.
Outcomes
- Extensive media coverage with over 700 articles in one year.
- 79% YoY increase in coverage.
- Consistent coverage across lifestyle publications grew share of voice and cross channel engagement.
