Discovery Bay refreshes brand image with new campaign

Discovery Bay has 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”, is 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.

Furthermore, the key visuals illustrate the life cycle of its consumers. They showcase the enjoyment of group activities, the celebration of romantic moments as couples, as well as the establishment of families in Discovery Bay. 

The campaign targets four groups of audiences, including consumers, business partners, influencers and employees. In terms of the age group or life cycles of the consumers, the branding campaign targets millennials, couples and young families.

In terms of marketing strategies, the campaign focuses on reinforcing its positioning as a luxurious resort-style residential development with an international community.

It aims to highlight the unique leisure attractions that set Discovery Bay apart from other locations in Hong Kong and create a consumer advocacy journey, beginning with brand advertising to raise awareness and culminating in inviting consumers to experience life in Discovery Bay through events, activities and promotions.  

Available until 19 January, the video and key visuals are amplified in various channels online and out-of-home (OOH) platforms, including SOGO giant TV wall, MTR Central travellator giant wall, Hung Hom Tunnel billboard, tram, taxi and bus body.

The campaign will also extend its reach through social media platforms such as Discovery Bay's official website, Facebook, Instagram, YouTube and Google Display Network. It will span a six-month period as phase I of the campaign. 

Additionally, brand application on collateral and POP materials, such as corporate name cards, fact sheets, PowerPoint templates, bunting and hoardings, will be applied in phases.

Charlotte Ho, assistant general manager of branding and marketing Discovery Bay, said: “Our branding and marketing team together with all levels of associates across different business units in the company are thrilled about the launch of this massive branding campaign. 

“We have specially organised a staff briefing before the launch so that everyone can understand the rationale, concept, and content of the campaign and can become our Discovery Bay ambassador to further spread the brand message. To show the support, we also host both internal and external social media games to increase the engagement from the public and staff,” Ho added. 

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