Award: CAMPAIGN CATEGORIES \ C17. Best Integrated Marketing

Over the past five years, The Great European Carnival (TGEC) has grown from a novelty event to a staple of Hong Kong’s Winter festive season. Senior Management at TGEC decided it would use the “off season” Summer months to engage a junior group of local staff members and an emerging young marketing company Agenda Consulting (Agenda) to investigate a new strategy. The brief, for the group that was dubbed the Think Tank was simply to make their 5th year “refreshing, exciting and relevant.” The junior team ideated, pitched, organized and executed a complete reengineering of the brand and marketing strategy – using research, and the array of traditional and modern 21st century marketing tools to create a truly integrated campaign. In the opening two weeks of The AIA Carnival, the pre-Sales numbers grew by 200 percent year-on-year, attendance rose by 148 percent by the end of December revenue climbed by 160 percent. The rebrand, campaign execution and their Space themed tag line was “Above and Beyond” – it was statement fitting the commitment made and results achieved.