MTR Corporation Limited - Marketing Campaign of the Year - Real Estate

Company: MTR Corporation Limited
Entry Submitted By: Strategic Public Relations Group Limited
Company Description: MTR was established and exists today to Keep Cities Moving. Through our transportation network and property developments, we enable cities and their people to move forward and make progress. And through the fulfilment of our purpose, we create long term sustainable value for all of our stakeholders - our customers, our employees, our supply chain and the community.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Real Estate

Nomination Title: The LOHAS Launch

A video of up to five (5) minutes: https://www.youtube.com/watch?v=s8_UebEk5KY

Meaningful results of spreading positivity and a sense of togetherness to all Hong Kong people

The “Better Together” Campaign was proven successful and received a lot of compliments and positive feedback from society. As a newly launched retail development, building a meaningful brand and connect with the Hong Kong people in the long term was key.

During the campaign period, we had gained over $10,412,000 USD earned media across local news, financial, feature and entertainment, social pages coverage.

- Over 878 media coverage
- Mentioned of brand name / key messages of the campaign by local media 100% achieved
- 4,400+ Facebook and 2,000+ Instagram followers were obtained across the campaign period, which is about 3 times higher than other shopping malls nearby
- 60M+ advertising impressions across all platforms including OOH and electronic media achieved
- Positive mentions in social media increased 390% from pre-opening to post-opening- Awareness of the whole LOHAS Park area increased 573% during opening month across 10 months since social media pages launched, number of followers reached three times higher than shopping malls nearby.