HK Disneyland and Above The Line strike gold at PR Awards HK 2024

Hong Kong Disneyland Resort (HKDL) and Above The Line Company have won big at the PR Awards Hong Kong 2024 and were crowned Best of Show – Brand and Best of Show – Agency respectively.

Designed to recognise and reward the most stunning work in the PR and communications industry across the North Asia region, the awards saw plenty of excited industry experts gather at Kerry Hotel, Hong Kong, on 26 September to compete for recognition for their outstanding works. All entries were carefully evaluated by an independent panel of 21 senior and brand-side marketers.

See the full list of winners here.

See the full jury here.

Standing out from the crowd, and impressing the jury was HKDL which took home nine trophies, including five golds, three silvers, and one bronze. The campaign which wowed the judges, and helped to bag the golds was "World of Frozen launch.” 

Running from June 2022 to November 2023, the campaign was done in collaboration with PR agency 5ives Communications. It comes as HKDL launched the World of Frozen (WOF) in November 2023. Acknowledging the global interest in travel following the post-COVID "revenge travel" trend, the campaign positioned WOF as the world’s first and largest “Frozen” themed land and built WOF as a not-to-be-missed travel destination via an 18-month storytelling approach. 

During the building awareness stage, the campaign published updated news and sneak peek content through HKDL’s owned social media channels to arouse media interest and amplify public curiosity.

To heighten awareness of WOF in Hong Kong, China, and other Asian markets, the campaign implemented large-scale in-market activations, curated travel content tailored to each market, and strategic partnerships with media and KOLs. 

For example, HKDL invited local TV host and travel influencer Dodo Cheng to create travel content for WOF on her Instagram and YouTube Channel, "The Do Show". She collaborated with celebrities and KOLs such as Kaho Hung, Jay Fung, and Jeffrey Ngai to showcase various features of WOF, aiming to engage their followers and generate excitement for the immersive experience that awaited visitors.

Apart from celebrities and KOLs, the campaign partnered with local magazine Milk to produce an 80-page guidebook for WOF. Launched on the same day as WOF's official opening, the guidebook detailed the attractions, culture, landscape, food, and merchandise, serving as a collectible for fans.

Moreover, the campaign selected Olaf, one of the iconic characters from Frozen, as its ambassador to invite visitors to visit WOF. A giant, inflatable Olaf travelled to various iconic landmarks in Hong Kong, Taiwan, Singapore, and Thailand, while augmented reality (AR) versions captivated audiences in South Korea and Japan.

On the other hand, Above The Line Company won the esteemed Best of Show – Agency award. The agency took home nine trophies, including five golds, three silvers, and one bronze with a number of thought-provoking campaigns, including the “BMW ///MPLIFY YOUR PASSION” at Kai Tak Cruise Terminal for BMW Concessionaires (HK); the “A hundred blessings for a caring community” for Sino Malls; the “Lee Tung Avenue moon fest lumiere” for Lee Tung Avenue; “The Wai mall opening” for MTR Corporation; and “Enjoy seamless HKD payments in mainland with WeChat Pay HK” for WeChat Pay HK, which was executed in collaboration with PHD Hong Kong, earning one gold, one silver and one bronze.

The “‘BMW ///MPLIFY YOUR PASSIO’ at Kai Tak Cruise Terminal” campaign created for BMW Concessionaires (HK) impressed the judges the most among the campaigns Above The Line Company had created.

Running from 19 to 21 May 2023, the campaign aimed to celebrate the launch of the BMW M2 and M3 Touring while building the brand and engaging target audiences by offering a unique, BMW M test drive experience that money couldn’t buy.

To maximise public awareness and enhance social media engagement, the campaign set up an "M Academy" within an 80,000 sq ft semi-outdoor space at the Kai Tak Cruise Terminal. Aligned with the M-series' theme “The Race is On,” the venue featured an outdoor racetrack as a key gimmick, along with a series of indoor racing-related activities.

As part of the campaign, Taiwan's AAI team was invited to offer driving instruction and insights, allowing participants to experience the BMW M's power.

As a free admission event, each participant was given a personalised BMW driver's license, which provided access to racing competitions, training challenges, free snacks and drinks, and exclusive event gifts, all designed to create a comprehensive racer journey.

Additionally, the campaign incorporated M Motorsports elements into every activation, making them entertaining while also educating participants about BMW sports cars, thereby building the brand. 

This year's submissions showcased exceptional creativity and innovative PR and communications professionals who pushed boundaries. MARKETING-INTERACTIVE would like to thank the distinguished panel of judges for their time and effort in evaluating over 464 entries across 36 categories. A total of 103 trophies were presented to the top brands and agencies throughout the region.

Explore the latest digital marketing trends to empower your brand for sustainable growth. Join 200+ industry players and marketers at Digital Marketing Asia 2024 Hong Kong on 22-23 October and discover the key to sustainable growth in the new digital era, network with industry leaders and find out more about real-life marketing wins and thought-provoking ideas.

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