Hong Kong, 6th March, 2019 – LANDMARK invites you to explore your playful side in a new brand campaign that celebrates ‘A Year of Play’. LANDMARK envisages 2019 as a year to play with self-expression with daring takes on the latest trends; to experiment imaginatively with ways to enrich, connect and entertain us through technology; and to celebrate meaningful actions and explore exciting possibilities for a more sustainable future.
In a retail marketing first for Asia, this year’s campaign will be ‘personified’ through the engaging personalities of three LANDMARK avatars, Kyoko, Raf and Talita, reflecting and celebrating the dynamic individuality and highly-diverse lifestyles of customers who appreciate LANDMARK as Hong Kong’s prestigious shopping destination. The LANDMARK avatars will articulate LANDMARK’s sense of fun with imaginative activities, ‘appearances’ and creative contributions reflective of ‘A Year of Play’ campaign themes.
“Our avatars provide a creative ‘bridge’ between LANDMARK’s physical and online presence,’ explained Mr Raymond Chow, Executive Director of Hongkong Land. “The creation of dynamic virtual characters provides a new way to engage with our customers and offers an opportunity for LANDMARK to explore and expand the boundaries of the offline and online retail experience.”
“With consumer engagement and purchase intent increasingly influenced by mobile channels, the LANDMARK avatars provide a playful way to inspire, inform and interact with our customers throughout our ‘A Year of Play’ campaign.”
The new LANDMARK brand campaign is set to engage with customers by exploring ‘play’ and ‘playfulness’ through three key themes: Express; Imagine and Celebrate. As a creative ‘playground’, LANDMARK will showcase a fun-filled year of innovative ideas, discoveries and wholly-unique experiences, offering the opportunity to enlighten, challenge and inspire customers of all ages.
‘A Year of Play’ gets underway with the launch of a new ‘Style Concierge’ service on the LANDMARK App. The online concierge offers the ultimate in personal retail self-expression and includes the LANDMARK Selects service, with eclectic special collections, specially curated each month by LANDMARK’s prestigious retail brands. Customers can use the LANDMARK app to select and reserve their favourite items from the collection to purchase later at LANDMARK.
‘Style Concierge’ will also search for your own ‘must have’ item. Simply browse LANDMARK Selects or send a picture of the desired purchase and we will check if it is available at any of LANDMARK’s shops and reserve the item for you to personally browse at your convenience on your next shopping visit.
New customers downloading the LANDMARK HONGKONG mobile app, now featuring the new ‘Style Concierge’ service, and registering a new mobile account will receive 5,000 complimentary BESPOKE points, and an addition 1,000 BESPOKE points each week for reserving via the mobile app, with a maximum of 9,000 points in ‘A Year of Play’ promotion from 18th March until 14th April.
In March, LANDMARK MEN will be joining in the ‘A Year of Play’ fun and celebrating ‘brotherhood’, exploring all the qualities of men’s strong bonds of friendships and mutual respect.
Marking Hong Kong’s Art Month, LANDMARK will present ‘Nature in Motion’, a specially-curated joint exhibition that celebrates the imaginative interplay of nature and art. The dual-exhibition includes a special installation, ‘Meadow’, created by renowned Dutch artist collective Studio Drift, whilst fashion house FENDI presents ‘The Shapes of Water’, an exhibit featuring fountain installations inspired by ten of the most iconic FENDI symbols created by the acclaimed Italian fashion brand. During the promotion period, customers purchasing any FENDI and LANDMARK MEN* items will earn double BESPOKE points.
Amongst other imaginatively playful events, experiences and activities to look forward to during LANDMARK’s ‘A Year of Play’, don’t miss a visit from HAHA PANDA, the creation of acclaimed jewellery designer Dennis Chan, founder and Creative Director of international fine jewellery brand, Qeelin.
As the leading voice on fashion and style, Vogue Hong Kong will have an exclusive content partnership with LANDMARK, where editors will provide the latest trends and fashion information via digital screens located around high pedestrian traffic areas in the Central Business District.
‘A Year of Play’ is set to playfully surprise, inspire and delight customers as LANDMARK explores imaginative themes and activities that ‘Express’, ‘Imagine’ and ‘Celebrate’ experiential lifestyle.
The new campaign embraces print and digital channels, engaging customers with a comprehensive online presence including a special ‘A Year of Play’ section within the LANDMARK website, https://www.landmark.hk/en/now-at-landmark/a-year-of-play/a-year-of-play; hashtag #AYEAROFPLAY and #LANDMARKHK; together with inspired postings and regular updates on the official Facebook at www.facebook.com/Landmark.hk; Sina Weibo account at www.weibo.com/landmarkhk; and Instagram channel, at www.instagram.com/landmarkhk or search ‘landmarkhk’.
Be inspired by ‘A Year of Play’ at LANDMARK.
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* Terms and Conditions apply. FENDI promotion starts from 26th March to 14th April 2019 and LANDMARK MEN starts from 18th March to 14th April 2019.
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For more information, please contact:
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Shelly Chan +852 2842 8041 firstname.lastname@example.org
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FleishmanHillard Hong Kong
Kitty Lee +852 2586 7861 firstname.lastname@example.org
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LANDMARK represents the epitome of top-tier luxury shopping and lifestyle experiences. Drawing from a rich heritage which began in 1904 – LANDMARK today is the luxury shopping destination of Hongkong Land’s Central portfolio including 4 iconic connected buildings, LANDMARK ATRIUM, LANDMARK ALEXANDRA, LANDMARK CHATER and LANDMARK PRINCE’S. LANDMARK offers approximately 208 of the finest stores and restaurants, all seamlessly linked by pedestrian bridges. From high fashion and accessories to watches and jewellery, from luxury living to beauty and grooming, from international cuisine to authentic gourmet dining, LANDMARK brings the ultimate shopping experience to the discerning customer.
About Hongkong Land
Hongkong Land is a major listed property investment, management and development group. Founded in 1889, Hongkong Land’s business is built on excellence, integrity and partnership.
The Group owns and manages more than 850,000 sq. m. of prime office and luxury retail property in key Asian cities, principally in Hong Kong, Singapore, Beijing and Jakarta. Its properties attract the world’s foremost companies and luxury brands.
The Group’s Central Hong Kong portfolio represents some 450,000 sq. m. of prime property. It has a further 165,000 sq. m. of prestigious office space in Singapore mainly held through joint ventures, a luxury retail centre at Wangfujing in Beijing, and a 50% interest in a leading office complex in Central Jakarta. The Group also has a number of high quality residential, commercial and mixed-use projects under development in cities across Greater China and Southeast Asia. In Singapore, its subsidiary, MCL Land, is a well-established residential developer.
Hongkong Land Holdings Limited is incorporated in Bermuda and has a standard listing on the London Stock Exchange, with secondary listings in Bermuda and Singapore. The Group’s assets and investments are managed from Hong Kong by Hongkong Land Limited. Hongkong Land is a member of the Jardine Matheson Group.