The creative print campaign hopes to connect more with the local public, especially concertgoers and families, and highlights the new direct bus service, which leaves from the city centre on special event days taking only 20 minutes to the venue and costing HK$20 (US$2.5).
Created by JWT with media partner Mindshare, the campaign includes print ads in major newspapers and magazines, radio commercials on CR2, and two- minute videos on TVB’s J2 channel which rolled out today until end of the year - the height of the concert and entertainment season.
“We hope our ad campaigns can address the short-and long-term branding issues. With the special transportation arrangements the public and event organisers can see AsiaWorld-Expo as a convenient and cool venue of choice for concerts, international trade shows and exhibitions,” said Yvonne Tang, executive director, JWT Hong Kong.
JWT won this account in late November after a 3-way pitch against two undisclosed agencies.
