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San Miguel is the official beer sponsor of the Hong Kong Dragon Boat Carnival for 5 consecutive years to provide free music, cool beer and good food for the Dragon Boat Race participants all over the world and Hong Kong citizens. E's Concept is the event agency working with San Miguel on the event management, pre and post event PR, viral promotion and onsite press management of 2012 to 2014 San Miguel Beer Festival.


Event Management | Design and Production | Publicity | Facebook Management

Being an event agency for San Miguel BeerFest, we had to transform the The Urban Council Centenary Garden into a fun and engaging Carnival zone that could entertain more than 20,000 visitors during the BeerFest. As the Garden is normally use as a park, we had to temporary set up giant stage and LED wall to cover up the fountain of the garden. We also had to arrange PA, lighting and sound system plus arrange the logistic and set up of more than 15 carnival booths. We also had to coordinate with HKTB, San Miguel, and Wow music to align on the design of overall venue decoration and the on-stage program rundown for the few days BeerFest. We were also responsible to arrange the beer festival and all the side activities/ off-stage performance/ parade that could engage with the participants for the Dragon Boat Race and Hong Kong citizens at the BeerFest.


As the PR agency for San Miguel Beer Fest, we had to generate new gimmicks to enhance the attractiveness to drive media coverage every year. For instance, we initiated the PR gimmick of organizing the first-ever International Dry-Land Dragon Boat Race in 2014 which successfully generated a number of coverages. In 2013, we initiated to arrange the first ever Cosplay parade for BeerFest to drive coverage. In 2012, we lined up with HKTB to invite the renowned Korean band named 2PM to fly to Hong Kong and stage an electric performance on-site.


We had successfully drive coverage to different pages of the media for each year. For instance, a total of 205 stories were generated for the “San Miguel BeerFest 2014” with the advertising value in equivalent to HK$8.7 million for print, online and electronic media. For social media and forum, a total of 242 stories or posts were generated with equivalent advertising value HK$4.8 million.


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