To reinforce the brand’s voice within the art and culture community in Asia to meet the need to not only relaunch its Art in Resonance programme, but also to stand out among numerous art events taking place during the same period through a differentiated strategy to engage with target audiences in the arts community and, at the same time, establish its commitment to enhance cultural landscapes and drive footfall and business – all while celebrating Hong Kong’s first full scale Arts Month for five years.
Developed an integrated strategy emphasising The Peninsula Hotels as an innovative driver of the cultural ecosystem & highlighting commissioned local and international artists on the hotel’s much-celebrated façade. Facilitated an exclusive media tour and a talks programme with the exhibiting artists. Implemented a targeted influencer engagement program to sustain conversation & footfall to the hotel.
