HKGTA Dioriviera Summer Event

As the marketing lead for the Dioriviera Summer Event, I take the lead in implementing promotion and activation strategies, my primary focus was on creating compelling content that aligned with Dior's prestigious brand image while showcasing our property’s unique features, and implement promotion and activation strategies.

Objectives

- Brand Alignment: Ensure all content reflects Dior's luxury and elegance

- Engagement: Create visually appealing and engaging content that resonates with the target audience

- Property Highlighting: Showcase the unique aspects of HKGTA, enhancing its appeal during the event

Strategy

1. Research and Planning:

- Conducted thorough research on Dior's brand aesthetics and previous campaigns

- Developed a content calendar aligning with the event timeline

2. Creative Direction:

- Collaborated with photographers and designers to conceptualize content

- Ensured all visuals captured the essence of the Dioriviera theme

3. Content Creation:

- Produced high-quality images and videos that meets both Dior and HKGTA brand guide

- Created behind-the-scenes content to give a personal touch and engage the audience

a) Photography

• Event Setup: Captured the luxurious setup of the event, focusing on decor that complements Dior's branding

• Product Showcase: Styled images featuring Dior products in the context of HKGTA, highlighting the synergy between the brand and the venue

b) Videos

• Highlight Reel: Created a 1-minute video showcasing event highlights

4. Social Media Strategy:

- Developed a multi-platform strategy to promote the event

- Engaged with influencers to expand reach and visibility

Communication Channels

1. Email Direct Marketing (EDM)

- Strategy:

- Create a series of visually appealing emails to highlight event details and special offers

- Segment the email list to tailor messages based on audience interests

- Implementation:

- Developed a 4-part email series:

- Email 1: Save the Date Announcement

- Email 2: Event Details

- Email 3: Reminder

- Email 4: Last Call

- Results:

- Open Rate: 56%

- Click-Through Rate (CTR): 12%

- Conversion Rate: 18% of recipients purchased tickets.

2. Instagram Stories

- Strategy:

- Repost engaging visuals from influencers to create excitement around the event

- Share behind-the-scenes content and sneak peeks of activities

- Implementation:

- Created a content calendar featuring:

- Countdown stickers to build anticipation

- User-generated content featuring attendees

- Results:

- Average Reach: 800 views per story

- Engagement Rate: 20% interaction

- Direct Message inquiries increased by 30% during the campaign

3. WhatsApp Communication

- Strategy:

- Use WhatsApp to engage directly with potential attendees through personalized messages and updates

- Implementation:

- Sent personalized invitations and reminders to segmented lists

- Results:

- 60% of Patrons book via WhatsApp messages

- High engagement with 80% of messages receiving responses