1880 celebrates expansion to HK with brand campaign and tram wrap

Upon its expansion into Hong Kong, 1880, the Singapore-based social club, has launched a brand campaign featuring a tram wrap to generate awareness of the 1880 and 1880 SOCIAL brands.  

Launched in March, the campaign features a brand film produced by Project Brazen, featuring special moments and journeys 1880 had gone through with various individuals and business professionals in Singapore and how the brand strives to continue the momentum by launching in Hong Kong. This aims to reinforce its message and showcase how 1880 builds community and engages its audience via its facilities and events.

Apart from the brand film, a tram wrap will also be launched to drive intrigue through the slogans featured on the side of the city's iconic trams, such as "Throw all inhibitions out the window", "Plunge. Brunch. Work(out). Network. Pamper. Dine. Date. Party". The campaign will run until the end of June 2025 .

In a conversation with MARKETING-INTERACTIVE, a spokesperson from 1880 said to date, 1880 has been focused on experiential and digital marketing - seeding the brand and activations with the Quarry Bay audience to showcase what it has to offer and sharing this message further afield with paid digital and social. 

The campaign targets various individuals from rising talent to entrepreneurs to seasoned professionals. It will be further amplified by out-of-home ads, postering, door drops, paid digital, partnerships and more to drive brand recall, through reusing slogans and visuals, activating KOLs and media in its spa, lost/found.  

“A great deal of 1880's reach comes through word-of-mouth of our brilliant members, so we have been doing a lot behind closed doors to entertain them and their guests with Secret Suppers, fashion shows, tastings and talks to showcase the breadth of what 1880 can offer,” the spokesperson added. 

1880 has also engaged PR agency PLUG to help spread the word to local media outlets and KOLs, inviting them in to experience the brand and its offerings.  

Marc Nicholson, founder, 1880, says, "We are so excited to have launched a tram wrap - it feels surreal that our message is literally driving around town on such an iconic part of HK culture. We hope people's interest is piqued by the intriguing instructions to throw caution to the wind, and keep an eye out for what we have planned. We are delighted to be fully launched in Hong Kong now, and can't wait to demonstrate our mission of creativity, discourse and hospitality." 

Don't miss: Marc Nicholson on how 1880 can inspire conversations in HK with new brand identity

The highly anticipated expansion, which features 1880 Hong Kong members club and the brand-new 1880 SOCIAL concept that is fully accessible to the public, not only heralds a new era in workspace entertainment but also creates a dynamic new platform for meaningful dialogue, professional fulfilment, and personal growth. 

1880’s expansion to Hong Kong marks a new chapter in its mission to inspire conversations that make the world a better place, said Marc Nicholson (pictured), 1880 founder, during an interview with MARKETING-INTERACTIVE previously.

“Hong Kong is a very natural choice for us. I mean, it would be at the top of the list, and hence, that's why this is the first club that we're opening outside of Singapore, in terms of the kind of world class, tier one cities[...]you could say Paris, you could say Shanghai, but there are not many other cities in the world where I think we belong,” he added.  

Both 1880 Hong Kong and 1880 SOCIAL embody the club’s commitment to providing world-class hospitality alongside thought-provoking programming, creating a vibrant ecosystem that will redefine the every day in this dynamic city, he added. “I’m incredibly excited to see how Taikoo Place and the wider community come together in this beautiful space and where the journey takes us from here.” 

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