The creative campaign plays on the idea of treasure hunts, using the outlet mall’s heart-shaped mascots as pirates making off with discounted goods.
The campaign was created by boutique agency TULA, which specializes in retail and beauty brands. It won the account six months ago. The media partner is Maxus.
The campaign was created by boutique agency TULA, which specializes in retail and beauty brands. It won the account six months ago. The media partner is Maxus.
The campaign includes print ads in Cosmopolitan, Esquire, Ming Pao Weekly and Next Magazine, as well as bus panels, tram bodies and MTR stations to raise awareness of the mall. The first burst of the campaign will run throughout November.
“The challenge for our client is finding a clear market positioning. People have a misperception of outlet malls as just full of old stuff” said Edward Leung, CD of TULA.
“We want to project a fresh, fun and mischievous image, highlighting our open space and the blue sky in Tung Chung to reflect our customers’ mood. The budget-hunting at Citygate Outlets is part of a fun day out for the family.”
Citygate Outlets changed itself into an outlet mall two years ago.
