HK Resort Company picks new agency to handle Discovery Bay's social media biz

Hong Kong Resort Company has appointed local agency Rabbit Studio to handle VisitDiscoveryBay’s social media business for Hong Kong, following a competitive pitch process earlier this year. The appointment will last for 12 months.

In a conversation with MARKETING-INTERACTIVE, Charlotte Ho, assistant general manager, branding and marketing, Discovery Bay, Hong Kong Resort Company, said the appointment will see the agency providing overall strategy, planning and project management on VisitDiscoveryBay’s social media such as Instagram and Facebook.

It is also responsible for content and visual development, social media wall game creation, enquiries handling, risk management, media placement and optimisation as well as evaluation and report.

VisitDiscoveryBay’s social media targets primarily the locals and expats in Hong Kong, and the company believes there is room for growth in this market for Discovery Bay.

Ho said: “Nowadays, social media platforms play a significant role in marketing and promotion. With our DB2.0 blueprint unveiled, one may be aware that a DB Brand Campaign, as part of the initiative, was launched recently to revitalise the brand of Discovery Bay.”

Furthermore, Ho added that the brand would like to leverage Rabbit Studio's strong skillset and experience to strengthen its social media presence and increase interaction with its target audience, so as to keep itself abreast of the latest social media trends, algorithm updates and platform features.

“Together with Rabbit Studio, Discovery Bay would like to engage a younger market segment through our engaging, informative, interesting and competitive @VisitDiscoveryBay social media platforms,” she added.

Sonic Kwok, founder of Rabbit Studio, said: “We will make good use of the latest interactive and social media trends and formats that Gen MZ is familiar with to widen the audience base of the social media accounts.”

“⁠We specialise in experience and innovation, especially expanding into AI fields. By adopting AI technology in creating visual and content creative, we hope to more efficiently develop social content ride on Discover Bay’s branding,” he added.

Don't miss: Discovery Bay refreshes brand image with new campaign

Earlier this year, Discovery Bay joined forces with Dentsu to refresh its brand image by strengthening its brand appeal as a preferred destination for living and leisure enjoyment as well as engaging stakeholders to reinforce the unique positioning of a truly international community.

To enhance the brand image, a new tagline for the campaign - “Live to Discover”, was created with a video and three key visuals. The video delivers the key brand message while showcasing the diversity of Discovery Bay, covering its culture, activities and offerings through an upbeat and fun tone and at the same time highlighting its stylish entertainment and diversified community.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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