Introducing a new concept tailored to fit in with COVID-19 regulations.
Launched in November 2020, The Grounds at AIA Vitality Park (The Grounds) is an innovative initiative conceptualised for the ‘new normal’ of socialising. Known as Hong Kong’s first purpose-built COVID-19 outdoor entertainment destination, The Grounds enables consumers to play and socialise responsibly with premium entertainment, lifestyle and culinary offerings while bolstering the events and hospitality industry, and supporting suppliers and small businesses.
Amid the COVID-19 pandemic and government social distancing measures, Sinclair was appointed to maximise publicity and awareness for The Grounds, whilst reinforcing its mission of providing Hong Kong with a safe space to socialise as well as ensuring the health and safety of both guests and staff.
Strategy: Established market presence and maximised publicity for The Grounds through a three phased approach inclusive of a pre-launch announcement to key stakeholders to generate excitement, an official launch with a first-hand media exclusive experience, and influencer engagement to sustain the momentum.
Thought Leadership: Positioned the brand as a thought leader in the hospitality sector across the APAC region and internationally, helping to bolster the events, F&B and live performance industries that have been impacted by COVID-19.
Storytelling: Developed strong narratives to ensure consistent communications about the brand’s mission to provide ‘Space to Play, Room to Breathe’, highlighting the unique outdoor experiences while adapting to the new normal while following and reinforcing safety measures.
Events: Planned and managed a preview event for key local and regional media to experience the concept first-hand while adhering and adapting to government restrictions and social distancing measures.
Engage: Provided top tier influencers an exclusive experience to generate and sustain momentum after the official launch and to maintain the public’s interest to visit The Grounds.
Partnership: Identify brand sponsors and partners to curate a programme that offers meaningful customer experiences and onsite activations.
