Our creative team tailor-made an exclusive HKDL-branded campaign within ‘Entertainment Live’, China’s most popular avant-courier entertainment programme, which has a very clear focus on youth, fashion and popularity, and thus would be able to reach our target audience precisely and effectively. It was called ‘Christmas Magic Affinity’.

First came the warm-up phase, consisting of 4 weekly episodes, namely, ‘Chapter of Glamour’, ‘Chapter of Sweetness’, ‘Chapter of Dream’ and ‘Chapter of Romance’ which fully unfolded the intriguing atmosphere that HKDL was preparing before Christmas 2008. To better interact with the target audience, an involving tache was devised to recruit a ‘Perfect Couple’ and later on brought the most popular one to HKDL, which led to the eventual climax. There, after several tricks, they encountered the ultimate surprise of ‘proposal’ witnessed by a specially invited superstar.

With a syndication of 127 channels nationally showing the program simultaneously, the effect and echo were maximized.

Through 127 channels, including 21 provincial-level and 7 provincial-capital-level, the programmes reached an audience of over 3,636,189 in Mainland China.

According to the client’s tracking study, 53% of respondents think HKDL is ‘the place’ to celebrate Christmas after the show, with 4% of increase compared to the previous period.Take Shanghai, one of the most important target markets as the most fashionable metropolitan city in China, visit intentions increased by 4% after the show compared to the previous period. Its Shanghai business increased by 4% as well compared to a similar Christmas event in 2007 (data provided by HKDL).