SHKP shopping malls wins marketing awards galore

Finance | 24 Nov 2021 7:56 pm

Twelve shopping malls under the management of Sun Hung Kai Properties (SHKP) claimed 20 prizes at Marketing Events Awards 2021 organized by Marketing Magazine. 

Among the marketing initiatives of SHKP shopping malls, the Toy Story x PIXAR Carnival gathers three gold prizes, two silver prizes and two bronze prizes in the Awards, along with Purple Flower Galore and Cat Art by Shu Yamamoto of Harbour North picking up 13 other prizes, including the Best of Show - Brand. 

Pixar collaboration scores the winning shot

As Toy Story was celebrating its 25th anniversary, SHKP took the opportunity and held the Toy Story x PIXAR Carnival, in collaboration with Disney and the animation studio’s franchise, in across eight malls: East Point City, Landmark North, Mikiki, PopWalk, Chelsea Heights, K-Point, life@KCC, and Blossom Garden Shopping Arcade.

The well-liked Pixar characters had captured the attention of the younger generation, drawing them to the family-friendly event and widening the customer profile of the shopping malls. Different thematic decorations inspired by Pixar films were set up in different malls. Interactive games enabled customers to immerse in some of the most recognizable scenes of Pixar animations with good photos. Pixar aficionados could now preserve such precious moments recreated in real life.

Fiona Chung, Director of Sun Hung Kai Real Estate (Sales and Leasing) Agency Limited, notes that while Christmas is the peak holiday shopping time, boosting visitor numbers with social-distancing measures in place poses a challenge. Therefore, besides the mall functions, a Pixar-themed vehicle was arranged to parade across districts, stirring up widespread discussions online and in the meantime preventing overcrowding. Multiple cross-mall activities were held for a greater synergy effect and aroused public attention.

Harbour North emerges as local attraction 

Inspired by the world-famous Kawachi Wisteria Garden in Fukuoka, Japan, the Purple Flower Galore brought relief to Hongkongers, invoking positivity in the midst of the need for social distancing, and satisfying people’s nostalgia for a Japanese sojourn. Utilizing the outdoor space in the North Point Promenade, a sea of purple hydrangeas spread through the area with a wisteria tunnel stretching across. Thematic products were launched with tenants to extend the momentum. 

Cat Art by Shu Yamamoto is an art gallery imported by Harbour North to Hong Kong, after its successful international tours in Tokyo, Taipei and Kaohsiung. The gallery featured 61 paintings of cats by Shu Yamamoto, paying tribute to the masterpieces of eight different eras in art history, such as Renaissance, Baroque, and twentieth-century art. 

This cat-themed gallery is especially popular with pet lovers and establishes Harbour North itself as a pet-friendly mall.

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