Award: CAMPAIGN CATEGORIES \ C16. Best Health & Wellness Event (NEW)

Link launched the ‘Happy Mind, Rewarding Life’ campaign to boost consumer sentiment hard-hit by COVID-19 via the trending local tourism, with a view to promoting positivity while bringing up sales for Link shopping centres. 10 attractions shortlisted by TripAdvisor were tied in with nearby shopping centres for a much needed getaway, which formed part of a wellness experience combining the therapeutic values of scenic beauty, active lifestyle, shopping spree and a sense of community.

Online contents were coupled with social media dynamics to encourage locals to de-stress and reconnect with each other and the city through wellness activities, physically and virtually, in times of social distancing.

A charitable reward programme was in place to drive positive feedback towards the campaign, the brand image, as well as the sales. The campaign proved to be a successful push for positivity at the time when the city needed a cheering up.