• VS Media - Creating Global Stars for Tencent WeStart (Hong Kong)
  • VS Media - Creating Global Stars for Tencent WeStart (Hong Kong)
  • VS Media - Creating Global Stars for Tencent WeStart (Hong Kong)

Implementation

We worked with VS MEDIA to publicise the opening of creative hub Tencent WeStart (Hong Kong). Supported by resources from VS MEDIA, Tencent Open Platform, and K11, the innovative space is the first outside of mainland China.

First, we developed a concept and theme for the launch party – “Creating Global Stars” which combined the partners’ key messages while creating a strong and memorable visual. The theme lay the foundation for both the afternoon press conference and evening cocktail event, for which we engaged 3rd party vendors and developed detailed plans.

Trilingual invitations were shared with media and forty journalists attended the press conference. We pitched for group interviews with the spokespeople of VS MEDIA, Tencent and K11, which took place on-site. Media could also participate in a tour of the property, and we set up filming, photo and interview opportunities with WeStart HK’s members.

After the event, we shared the bilingual opening release on-site.

Measurement and Evaluation

  • The opening itself garnered 81 pieces of coverage
  • 40 journalists attended launch
  • AVE was HK$1.6m
  • Coverage included Now TV, Sing Tao, Apple Daily, HKEJ, HKET, Ming Pao, The Standard, Marketing Interactive, e-zone, PC Market, am730, Metro Daily, Unwire.Pro
  • Total campaign reach/opportunities to see or hear about the campaign: 1,634,716,970