Interview: Marketer Charlotte Ho on why event marketing matters for branding

MARKETING-INTERACTIVE is proud to present Content 360 – Hong Kong: Content that captivates, a conference about content marketing, content trends and storytelling in a year amidst the return of live events, cookie deprecation, the integration of AI in marketing, new devices, global sporting events and weekend shopping trips to mainland China.

Taking place on 26 June at Hong Kong Ocean Park Marriott Hotel, our 28 speakers will share with us their insights and experiences on content strategy for topics such as integration of content with commerce, cross-border marketing and the use of AI in content creation. 

Joining us on the panel on how to bring content to life through owned events and festivals is Charlotte Ho (pictured), assistant general manager of branding and marketing, Discovery Bay, Hong Kong Resort Company. She oversees the establishment of Discovery Bay's image as a lifestyle curator and preferred destination for living, leisure, and business. This involves planning, developing, and executing marketing campaigns, promotional events, media events, branding exercises, and sponsorships.

In a conversation with MARKETING-INTERACTIVE, Ho said event marketing serves as a powerful tool for brands to strengthen their brand messages, draw in new visitors, and establish themselves as highly desirable destinations.

Back in July last year, Discovery Bay took on the role of venue sponsor of TheNextwave beach music festival, dubbing itself the largest-ever beach music carnival in Hong Kong. The two-day event held at Tai Pak Beach in Discovery Bay drew over 12,000 attendees. She said this partnership aimed to appeal to the younger generation and position Discovery Bay as a fashionable and destination to explore.

To maximise the potential of event marketing, Ho believed that it is important for marketers to prioritise targeted messaging, utilise effective communication channels, and establish strategic partnerships to effectively promote events at specific destinations.

MARKETING-INTERACTIVE: What role does event marketing play in refreshing the brand image of Discovery Bay? 

Event marketing plays a crucial role in refreshing the brand image of Discovery Bay. It allows us to showcase the unique aspects of our destination and engage with our target audience in a more immersive and experiential way. By organising or hosting events, we can create memorable experiences that align with our new brand image and tagline, "Live to discover." These events provide opportunities for visitors to interact with our brand, explore our offerings, and form positive associations with Discovery Bay.

For example, “Discovery Bay Easter egg hunt on the beach” is designed for families and children, providing a fun and interactive experience that aligns with our brand proposition of "Live to discover." 

By organising this event, we create a fun and engaging activity for families to enjoy together, which helps us strengthen our position as a family-friendly destination and turn visitors to converts of Discovery Bay through their process of exploring the various attractions and offerings there.

Another example is “The Discovery Bay Nextwave beach music festival” targeting a younger generation and focuses on music, entertainment, and beach culture. By hosting the event, we showcase the vibrant and energetic spirit of Discovery Bay, attracting a younger demographic and presenting our destination as a chic venue for music and entertainment, which effectively helps us appeal to a wider audience and position Discovery Bay as a trendy and exciting place to visit.

Overall, event marketing helps us reinforce our brand message, attract new visitors, and strengthen our position as a desirable destination. 

MARKETING-INTERACTIVE:  To promote the new brand tagline, "Live to discover", you've leveraged various online and out-of-home (OOH) platforms - how do you measure their effectiveness? 

By investing in online advertising channels and utilising prominent OOH platforms such as the mega wall in Hong Kong station, Cross-Harbour Tunnel billboard, SOGO giant TV wall, tram body, bus body and taxi body, we are able to reach a wide audience and maximise visibility. These advertising channels provide high exposure and allow us to effectively communicate our new brand image and tagline, "Live to discover."

During the brand launch period, we had a social media giveaway game showcasing the new branding video. Winners could win fabulous prizes by watching the brand video and answering the quiz correctly. The reach and followers soared after launching the “Live to discover” giveaway game resulting in a big climb in all aspects of social media performance.

To measure the effectiveness of these, we analyse key performance indicators (KPIs) such as reach, click-through rates, engagement and conversion rates. We also gather feedback from our target audience through surveys to assess their awareness and perception of the new brand tagline. This helps us continuously evaluate and optimise our marketing strategies for maximum impact and return on investment (ROI).

Overall, this investment in online and OOH platforms helps us create a strong presence in the market and generate awareness for Discovery Bay.

MARKETING-INTERACTIVE: As destination marketing plays a key role in your branding efforts, what would be your advice to marketing departments similarly seeking to promote specific events at specific destinations whether that’s a festival they’re sponsoring or running or any physical events they’re hosting?

When promoting specific events at specific destinations, it is important for marketing departments to focus on targeted messaging, effective communication channels, and strategic partnerships. Here are a few pieces of advice.

Firstly, marketers should clearly define the target audience for the event and tailor the marketing messages accordingly. They should understand interests, preferences and demographics of the target audience to create appealing and powerful content.

Furthermore, marketers should utilise a mix of online and offline channels to reach the desired audience. They may leverage social media platforms, email marketing, print advertising, and local partnerships to maximise visibility, and drive online traffic to offline realisation and experience.

Moreover, marketers should collaborate with relevant influencers, organisations, or local businesses to amplify the event's reach and credibility. This can help generate buzz and attract a wider audience.

Marketers should also create engaging and visually appealing content that highlights the unique aspects of the event and the destination. They may showcase the attractions, activities, and experiences that make the events special.

Additionally, marketers should monitor and analyse the effectiveness of marketing efforts through metrics such as ticket sales, website traffic, social media engagement and attendees’ feedback. They may use these data to make informed decisions and optimise future marketing strategies.

By following these, it can effectively promote specific events at their destination and maximise their impact.

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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