TOWNGAS 150TH ROADSHOW
Founded in 1862, The Hong Kong and China Gas Company Limited (Towngas) celebrated its 150th anniversary in 2012. Being a brand to grow with Hong Kong citizen, Towngas planned to launch multiple campaigns to celebrate with the general public. We were commissioned as the sole agency handling the overall strategic plan plus PR (off-line and on-line) and BTL promotion for a three-phrase campaign.
WHAT WE DID
Concept Development | Publicity | Exhibition | Event Management | Design and Production
The campaign was inaugurated by the 150th Anniversary Roadshow held at IFC mall in June. Dr Lee Shau Kee, the Chairman of Towngas attended the press conference with Mr Edward Yau and the Board of Directors of Towngas to kick start the Towngas 150th Anniversary campaign. The roadshow aimed to introduce the long history of Towngas and showcase its development to public, so we have worked out a dynamic and interactive presentation by featuring its historical exhibits, such as gas-powered fan, copper gas geyser, 1920s advertising and promotional materials, etc, to reinforce its chronicled and credible image. Besides, we have also recreated a series of replica displays dated from 1900s to 1950s like gas lamp, advertising truck and war truck & etc. All these provided photo-taking opportunities to further engage the visitors.
Apart from the strategic publicity plan and online promotion, we have also lined up diversified brand advertorials as a supporting channel to introduce interesting fun facts and history of Towngas. The brand advertorials were published at various media outlets to get reach of different targeted audience and maximize the awareness of the campaign.
WHAT WE ACHIEVED
Over 20,000 people have visited the roadshow within the 5-day exhibition and the campaign resulted in coverage by more than 120 pieces from print, electronic, radio to online with the advertising value equivalent to HK$3.8 Million, which successfully generated attention and built the momentum for the 150th anniversary campaign.