In the mood for vibrancy - Tai Kwun 2022 Summer Season
The Challenge
Art and culture are the best attractions to many in Hong Kong. As we highlight the biggest contemporary art event in 2022, how can we break the monotone of boringness to captivate expat and local art lovers?
The Strategy
Word nerds are artists. Through sprinkling in some playfulness to the recipe, we found balance between public relations writing and artistic interpretation, where stories could also be well-adapted for different formats of public engagement, from press releases to social media promotions.
The Outcome & Impact
From vibrancy to Vitality - go beyond an art programme guide
As summer calls, Tai Kwun developed its bilingual press releases for a total of 8 summer season programmes, alongside a series of <span class="text-style-link"><a href="https://www.instagram.com/p/CfY6YoegPfH/">social media posts</a></span> to captivate tourists, expats and locals based on the bilingual copywriting in Cantonese and English.
The collaboration resulted in over 100+ media coverages (earned media & shared media) across the city, supporting the summer art season and the featuring art happenings fully come to life. Content were guided by artistic interpretations, and driven by marketing metrics. Strong in localisation and colloquial use of both languages, that marketers could easily adapt the materials across different messaging platforms, from website, mass media outlets, to digital channels.
How can I help?
If you’re at the intersection of creativity, business and impacts, let's chat!
