Tag: Marketing

Hong Kong – Brand practice Anak has unveiled the launch and new brand identity of social club 1880’s latest venture, 1880 SOCIAL, a dynamic lifestyle destination situated at Two Taikoo Place in Hong Kong.

1880 SOCIAL is a first-of-its-kind, fully accessible concept that offers the brand’s signature hospitality and programming to the public. Located on the first three floors of Two Taikoo Place in Quarry Bay, Hong Kong, it joins 1880’s third private members’ outpost, 1880 Hong Kong, alongside 1880 Singapore and 1880 Brawa.

The interiors of 1880 SOCIAL and 1880 Hong Kong, designed by MSDO and AvroKO’s Bangkok studio, feature restaurants, coffee and wine bars, a gym, spa, working lounge, co-creation facilities, event spaces, and more.

Anak collaborated with Swire Properties to bring 1880 SOCIAL to life, working closely with long-time partner 1880 to craft the new brand identity. This marks an extension of the 1880 universe, originally developed by Anak in 2017 for the private members’ club that first launched in Singapore.

Anak created the name 1880 SOCIAL and developed a brand system inspired by the group’s ethos, “in service of good conversations,” capturing the buzz and atmosphere that will define this vibrant social hub.

“We envisioned an identity for 1880 SOCIAL that embodies the dynamic interplay of work and play within the space. Through punctuation and letterforms, notes and chords, steps and routines, we have created layers of innovative graphics and pattern sets that represent the rhythm and flow of life in this multi-purpose campus where conversations spark, ideas flourish, and a diverse community comes together,” explained Jeremy Tan, creative director at Anak.

Inspired by the concept of “reading the room” developed by The Secret Little Agency, 1880 SOCIAL’s logo and monogram incorporate the 1880 wordmark alongside an abstracted ‘S,’ offering a glimpse into a dynamic graphic world.

To embody its brand ethos, the system also features a conversation device that uses typography to “paint” mental images, enhancing movement, energy, and buzz.

Anak developed flexible brand principles that can be applied across various touch points within 1880 SOCIAL. Using patterns inspired by punctuation and notes, the spirit of conversation is embedded in both physical spaces and digital communications, creating a dynamic atmosphere where people and ideas converge.

Marc Nicholson, 1880 founder, shared, “1880’s expansion to Hong Kong marks a thrilling new chapter in our mission to inspire conversations that make the world a better place.” 

“Both 1880 Hong Kong and 1880 SOCIAL embody our commitment to providing world-class hospitality alongside thought-provoking programming, creating a vibrant ecosystem that will redefine the every day in this dynamic city. I’m incredibly excited to see how the Taikoo Place and wider community come together in this beautiful space and where the journey takes us from here,” Nicholson added. 

Australia – Queensland Investment Corporation (QIC) is celebrating people who bring Christmas joy in a new campaign with advertising agency Jane Doe Creation.

‘The Joy Bringers’ highlights people who spread happiness in little ways to share the Christmas cheer. It aims to inspire others to embody the spirit of joy for others during the festive season.

The campaign is also designed to be participatory, inviting viewers to enjoy the festivities.

Additionally, QIC is teaming up with community groups, schools, hospitals, and charities to spread happiness through various activities. This includes initiatives such as Santa hospital visits, food and toy donations, and fundraising.

The campaign is launching this month across digital channels and in-centre events. 

Bronwyn Cooper, head of marketing at QIC Real Estate, said, “This Christmas, we’re excited to spotlight our ‘Joy Bringers’ – the passionate individuals who fill their communities with festive spirit. This time of year can be both joyous and challenging, so we’re supporting our communities with meaningful initiatives like Santa visits to maternity wards, toy drives, and carollers at our centres.”

“But more than that, we’re celebrating those who make Christmas magical. Whether it’s putting up the tree in November, handwriting cards, or playing carols on repeat, these are the people who bring joy to our lives, and we’re saying thank you,” Cooper added.

“What a treat, celebrating those who love Christmas even more than Mariah… we all know a few! Collaborating with Austin Studio and photographer Michelle Tran again, along with director Lizzy Bailey ensured our shoot was full of JOY and we can’t wait to see how the Christmas’ Joy Bringers’ make this campaign their own!” Elissa Maine, Jane Doe Creation executive creative producer, commented.

Macao – The Macao Government Tourism Office (MGTO), the Department of Culture and Tourism of Guangdong Province, and the Hong Kong Tourism Board (HKTB) have launched a joint marketing campaign featuring TV program productions to showcase the Greater Bay Area as a premier destination for Southeast Asian tourists.

Titled ‘Hashtag Travelog,’ the program will star Korean boy band CIX, who visited Macao and Hong Kong for filming, alongside Malaysian artists Danny Koo and Jordan Sen, who joined the production in Guangzhou and Jiangmen, Guangdong.

The new program aims to enhance the Greater Bay Area’s appeal and visibility in the Southeast Asian market, supporting efforts to attract international visitors.

Consisting of four episodes, ‘Hashtag Travelog’ will feature Macao in two episodes and highlight Guangdong and Hong Kong in the remaining two. Through celebrity-led tours and fun challenges, the show invites audiences to explore the vibrant attractions of the Greater Bay Area, inspiring them to experience the region firsthand.

‘Hashtag Travelog’ is set to premiere on 9 December, airing on tvN Asia channels across eight countries and regions, including Singapore, Malaysia, Indonesia, the Philippines, Myanmar, the Maldives, Hong Kong, and Taiwan. The program will also be available on Thailand’s TrueID channel and the Viu OTT platform.

The travelogue’s debut will be supported by a range of promotional activities, including video content and social media campaigns across the travelogue’s, celebrities’, and tvN Asia’s platforms, leveraging the power of social networks for wider reach and visibility.

“Leveraging the impact of Korean and Malaysian celebrities in the Southeast Asia market, the show will build the Greater Bay Area’s reputation as a fascinating destination,” MGTO wrote in their official press release. 

“Through the cooperative mechanism enabled by the Guangdong-Hong Kong-Macao Tourism Marketing Organization, MGTO has forged close communication and collaboration with the Department of Culture and Tourism of Guangdong Province and Hong Kong Tourism Board all along. The three offices work together to promote sharing of tourism resources and brand the Guangdong-Hong Kong-Macao Greater Bay Area as one great destination,” the press release added. 

The tourism offices of Guangdong, Hong Kong, and Macao continue their collaborative marketing efforts, hosting joint booths at international travel fairs, organising promotional events, producing TV programs, and arranging familiarisation trips to expand international visitation. Earlier this year, a Canadian TV production filmed a travelogue about the Greater Bay Area while Indonesian celebrities visited in July for the show ‘Celebrity on Vacation,’ showcasing the region’s diverse travel experiences.

Australia – MINI Australia, an automotive brand operating under the BMW Group, has introduced Australian singer Meg Mac as brand ambassador alongside the launch of the new MINI Cooper.

As ‘Friend of MINI,’ Meg Mac will highlight her connection to the brand through sharing her experiences with MINI Cooper in social and digital content. It will show the value of the automotive in her own lifestyle.

The ‘Next Generation’ MINI Cooper features leather-free, chrome-free, and recycled materials. It reflects the brand’s sustainability effort as it has reduced its carbon dioxide emissions by up to 85%. It is also available in both electric and petrol.

Additionally, drivers can set their preferences by customising sounds, lights, and visuals or using the MINI Intelligent Personal Assistant. Its design showcases the blend of the brand’s traditional values and technology.

Meg Mac is the second ‘Friend of MINI’ following interior design expert Neale Whitaker, who is focusing on the promotion of the MINI Countryman.

“Ever since I was a kid I haven’t been able to go for a drive without pointing out every MINI I see on the road, I’ve always been charmed by their classic design. To be joining this iconic brand and in the driver’s seat feels perfect,” Meg Mac said.

Nikesh Gohil, head of marketing for Australia and New Zealand at MINI, commented, “Meg Mac’s artistic integrity and deep-rooted values align perfectly with the MINI Cooper’s strong legacy. We are excited to call Meg a ‘Friend of MINI’ and bring the MINI’s Next Generation range to life through her experiences.”

Australia – The Royal Agricultural Society of NSW (RAS), a non-profit organisation, has tapped Orchard as its digital agency of record. 

Following a competitive pitch, Orchard is set to oversee RAS’ portfolio of brands. 

Orchard is also tasked to lead RAS’ digital innovations including the Sydney Royal Easter Show, Sydney Royal Wine, Dairy & Fine Food Shows, and the Sydney Showground.

As the digital agency of record, Orchard will support RAS Foundation build sustainability and resilience in the area. The foundation provides scholarships and grants to contribute to education, training, and community development.

Frances Jewell, head of marketing at RAS, said, “Orchard’s proven expertise in digital innovation and their deep understanding of our mission made them the perfect partner for us. Their ability to merge creativity with strategic thinking and invent better outcomes will help us further our innovation and digital customer experience while supporting our efforts to build sustainable rural communities.” 

“We are confident that Orchard’s forward-thinking approach will drive future growth, in particular the Sydney Royal Easter Show and our diverse portfolio of brands,” Jewell added.

“We are incredibly honoured to be chosen as the Royal Agricultural Society of NSW’s digital partner. This partnership presents a unique opportunity to leverage our expertise in digital transformation for one of Australia’s most iconic institutions,” Wai Kwok, chief executive officer at Orchard, commented.

“We’re excited to collaborate with the RAS team, driving innovation across their brands while celebrating and supporting their commitment to sustainability and community development in rural Australia,” Kwok added.

New Zealand – Ogilvy One has appointed Aaron Goldring as creative and experience design director to boost its capabilities in New Zealand (NZ).

The position was previously held by Matt Oxley, who has moved to WPP Open X, an integrated agency model created for The Coca-Cola Company.

With more than 23 years of experience in digital, creative, and design experience, Goldring has worked with agencies such as DDB Tribal, Partners Andrews Aldridge, and Ogilvy One UK.

Goldring’s experience will  offer local brands a combined “rigour of customer experience with the vigour of brand,” Steve Kane, group managing director at Ogilvy NZ, said.

“As a strategic, creative and experience design expert, Aaron brings a strong agency pedigree working with both local and global brands. He’s a proven leader and a dab hand at helping clients navigate the ever-changing digital landscape by creating relevant solutions to complex business problems,” Kane said.

“As we look to continually build out our Ogilvy One capability in New Zealand, Aaron is a welcome addition to an already solid offering. Working side by side with our existing creative and strategic offering, we believe the NZ Ogilvy One capability can provide an end-to-end solution at a time when finding efficiencies and streamlining approaches has never been more important,” Kane added.

Goldring commented, “It’s awesome to be part of Ogilvy One again. Steve, Toby and the team have reinvigorated Ogilvy in New Zealand. Backed by a formidable network, we have the capabilities to help our clients deliver impactful brand experiences.”

Australia – Third Avenue Consulting, an independent public relations firm, has appointed Julie Wright as its new managing director and Leigh Fenech as a consultant to further drive the company’s growth.

As the managing director, Wright will collaborate with Rochelle Burbury, principal at Third Avenue Consulting, to lead the firm and meet the needs of its client roster.

Wright has been with the company since 2021, when she joined as a senior consultant. She brings 20 years of experience in PR and communications, having managed campaigns at Sydney Children’s Hospitals Network for 10 years. She has also worked with Acess PR and 3 Monkeys.

Meanwhile, Fenech has over 15 years of experience across e-commerce, digital content management, inventory control, and marketing industries. Fenech has also worked with Seafolly, Universal Music Australia, and HOYTS Group.

Both Wright and Fenech’s appointments are effective on Jan. 1, 2025.

“It’s been a big couple of years for Third Avenue, recording double digit revenue growth for three consecutive years; and it’s recognition of the fact that experience, effectiveness and being connected are core to bringing to life successful, specialist public relations programs. We work with a range of clients, from start-ups to large global companies, however the fundamentals remain the same. It’s about really knowing our clients’ business and the landscape in which they operate, and supporting them to build reputations and achieve business objectives,” Burbury said.

“Jules has grown to become my right hand person at Third Avenue. She’s the conch to my chaos, she brings process to my pedantry, and she has been a welcome and valuable addition to our clients. Jules’s appointment to the newly-created role of Managing Director is both a reflection of the growth in our business but also her incredible contribution to our clients, and to me. I could not be more delighted that I’ve finally convinced Jules to take on this new role, boss me around, and take Third Avenue to the next level. About time,” Burbury added.

“Leigh recently joined us as a much-needed Account Coordinator and has quickly established herself as invaluable for both our team and our clients. I am incredibly proud to say Third Avenue is 100% female and we are all working mothers – our firm policy is family first – we help and support each other when required, we all work bloody hard, and have a lot of fun along the way, celebrating in the success our clients achieve,” she said.

Wright commented, “I’m really excited to be stepping into the Managing Director role at Third Avenue. Rochelle and I have worked together on and off for more than 15 years now, and remained good friends in between. We bicker like an old married couple, but truly do have a good time working together with our team and our clients. I have always believed you should walk towards the opportunities that excite you and feel good in your gut so I am really looking forward to this next chapter.”

Sydney, Australia – Quiip, a social media management specialist, has announced three key appointments to strengthen its leadership team.

The company has appointed Kelly McParlane and Luke de Zilva as team leads while Dr Alison Milfull has been named as the marketing and business development director. Combining their expertise, the new hires are set to meet the needs of Quiip’s growing client base.

With more than a decade of experience in social media and community management, McParlane has worked with iconic events such as the FIFA Women’s World Cup and the Commonwealth Games. 

De Zilva has worked in the creative industry with organisations such as the Sydney Opera House, the Art Gallery of New South Wales, and Tranby Aboriginal Cooperative.

Meanwhile, Milfull leverages over 20 years of experience in ethical marketing and digital engagement. Previously, she has worked with ACMI, BirdLife Australia, Zoos Victoria, and La Trobe University.

Additionally, Quiip has expanded its offering to provide out-of-hours client support for the holiday season. Through the offering, Quiip offers to manage its clients’ social media and online community 24/7, ensuring consistency.

The offering also aims to address the increase in misinformation, disinformation, hate speech, spam, and bot activity. It reinforces Quiip’s commitment to connect and protect its clients online.

Alison Michalk, Quiip’s chief executive officer, commented. “We are incredibly proud of the progress we’ve made this year—our new hires bring a synergy that enhances the momentum within our team. As our services grow and our team evolves, we’re building a solid foundation for continued success, which drives our excitement to build partnerships with even more clients.”

Singapore – The Sentosa Development Corporation has launched a sensorial wallscape to stimulate the appetites of MRT commuters at the Dhoby Ghaut NEL and Bugis DTL stations.

Sentosa collaborated with GOVT Singapore, Starcom Worldwide, and Moove Media for the activation.

The wallscape allows viewers to immerse in the sight, scent, and sound of barbeque, inviting them to visit Sentosa GrillFest 2024.

The scent of smoky barbeque was made in collaboration with Oo La Lab while the ambient audio was created in collaboration with Massive Music. The activation aimed to recreate the feeling of dining beside a beach.

Sentosa GrillFest 2024 is the seventh edition of the beachfront grill festival where visitors can try local and international cuisine. Besides dining by the beach, visitors can also indulge in an exclusive tepee dining experience, which offers a three-course dinner.

Running from Nov. 14 to Dec. 8, the grill festival will be held at the Siloso Beach.

“With this year’s GrillFest returning with exclusive dishes and new experiences, we wanted to showcase the uniqueness through a campaign that is equally novel and distinctive. We hope the activation will surprise and interest commuters to join us for the tasty grills on Siloso Beach,” Chris Pok, divisional director of marketing and guest experience at Sentosa Development Corporation, said.

Alvina Seah, group managing director at GOVT Singapore, commented, “We saw an opportunity to create a sensorial experience that would give commuters a proper taste of all the thrills, grill, and beachside chill that they can discover at Sentosa GrillFest.”

Singapore – OneRepublic has released a behind-the-scenes video of their song ‘Singapore’ in collaboration with the Singapore Tourism Board (STB) and music-based entertainment company Universal Music Singapore (UMS).

The video features One Republic’s lead singer Ryan Tedder and keyboardist Brian Willett exploring Singapore. It features locations such as Marina One, Peranakan Museum, Armenian Street, and the Old Hill Street Police Station.

OneRepublic’s video was filmed during the band’s visit to the Formula 1 Singapore Airlines Singapore Grand Prix.

@visit_singapore

From inspiration to creation ✨ Follow @OneRepublic’s Ryan Tedder and Brian Willett as they take in the sights and sounds of Singapore and its vibrant mix of culture, people, and places that have inspired their ‘Singapore’ track on their latest ‘Artificial Paradise’ album. Soundscapes. Made in Singapore. #VisitSingapore #PassionMadePossible #OneRepublic Featured locations: 📍 Marina One 📍 Old Hill Street Police Station 📍 Armenian Street 📍 Peranakan Museum 📍 Marina Bay

♬ original sound – Visit Singapore – Visit Singapore

“With this track specifically, it’s like an external portrayal of creativity,” Willet commented.

“The first time I heard Singapore fully mixed, I could see buildings shooting up from the ocean, the streets, the tapestry of creativity,” Tedder said.

Choo Huei Miin, executive director of brand at STB, commented, “The ‘Singapore’ track beautifully pays homage to our city’s essence – a harmonious blend of heritage and modernity. Inspired by the creativity and ingenuity of the track, we invite listeners worldwide to immerse in the journey that this track takes you through, in the vibrant and eclectic tapestry that Singapore offers.”

“Universal Music Singapore is proud to be part of such an inspirational collaboration about creativity and Singapore featuring one of the world’s biggest bands,” Alice Kent, country head for Universal Music Singapore, said.