The celebrities are Anthony Wong (right), Ivana Wong, Alfred Hui and Ella Koon (below from left to right). This is the first time Longchamp has used local celebrities in a marketing campaign, Edmund Hung, assistant PR manager of the brand, told Campaign Asia-Pacific. “In the past we mainly use global ad campaigns, but we hope to use local celebrities to have a closer connection with our customers in Hong Kong," he said.
The brand chose the four because of their edgy fashion sense and youthful image, including Anthony Wong, who is 51.
The tailor-made service will be available at Longchamp’s flagship store in the city's Central district starting 12 April. The DIY service will also be available in other countries in the region including Japan, Singapore, Taiwan and China.
Longchamp's bags, which come in a wide colour range, are mostly popular among women, but Hung said the La Pliage Cuir model is more unisex, hence the use of male ambassadors.
The store will have a large touchscreen computer that customers will use to choose colours, add their own initials and visualise the look and feel of their own design, Hung elaborated.
The brand will use Facebook, online ads and print ads in both fashion and women's magazines and mass-market newspapers to promote the new service.
Hung added that the brand may engage more local celebrities for upcoming media events.