Benjamin Li
Mar 13, 2012

Ocean Park 35th anniversary campaign invites nostalgia for old Hong Kong

True to its proud heritage as Hong Kong's 'people’s park', Ocean Park is unveiling a number of new attractions, including an “Old Hong Kong Street”, as part of its 35th anniversary.

wide player in 16:9 format. Used on article page for Campaign.

Old Hong Kong, which spans nearly 40,000 square feet in an area adjacent to the cable car station in the Waterfront, aims to capture the flavor of Hong Kong in the 1950s to the 1970s.

The new attaction, which opened on 15 March, combines culture, history, iconic architecture, delicious delicacies and entertainment, offering guests a fun and educational way to make wonderful new memories while celebrating the city of yesteryear, according to Ocean Park. 

An Ocean Park spokesperson said that 'Old Hong Kong' brings to life the streetscape and spirit of Hong Kong from half a century ago by creating an old street lined with “tong lau” (old Cantonese style apartment buildings) and storefronts from a bygone era, presenting a vintage tramcar, a specially preserved heritage bus, classic local delicacies and an array of nostalgic merchandise. 

To drum up the interest of this new attraction launch, MediaCom, Ocean Park's long-term media agency, and Metta, its creative agency partner for nearly four years, have created a campaign including two TVCs, print materials and online activities to engage with the public over the next three weeks.

Vivian Lee, Ocean Park marketing director, said, "we have created two 30-second TVCs, each telling a personal story of the past. Those stories are all Hong Kong people's collective memories." 

One spot shows three adult sisters, having fun skipping in a playground near an old housing estate, then in the next scene, showing an old photo of them skipping when they were little kids. The other TVC shows a mature couple reflecting on their puppy-love days. 

Apart from the TVC, there is an outdoor and print ad in old retro postcard style, Ocean Park is also having a promotion campaign to collect Hong Kong's people stories of the past. "We have created a calendar on our website for people to claim their big day with their personal story," Lee said. "The ones with the best story will win a lifetime pass to Ocean Park."

Dr. Allan Zeman, chairman of Ocean Park, said at  launch ceremony on 14 March, “Hong Kong experienced a golden period between the 1950s and 1970s, which saw the city establish itself as an economic miracle and bastion of creativity. Old Hong Kong offers everyone a chance to immerse themselves in the communal pride of that period and the many small joys that enriched the lives of a previous generation.”

 

 

 

 
 
 
 

 

 

Source:
Campaign China

Related Articles

Just Published

2 days ago

Unwrapping Spotify Wrapped: What is the industry ...

The marcomms industry understood the assignment, followed the brief, and let music stay rent free in their head, just like an NFT. Here’s what the industry folks have been listening to this year.

2 days ago

Accenture Song acquires Fiftyfive5 to boost data ...

The insights and advisory business will help Accenture Song and Fiftyfive5 tap a rising global customer analytics market and further grow its business in Australia and New Zealand.

2 days ago

GM reveals the sci-fi super team that powers your EV

But is performance and reliability really best left to a gang of stressed out tech-crazy militaristic nerds?

2 days ago

Korean car brand Genesis revs up the tunes in DJ ...

The DJ set took place in Shoreditch, London.