PARKnSHOP and WWF promote environment protection with new campaign

PARKnSHOP has joined forces with global independent conservation organisation WWF to launch a campaign called “Bless the Future, Act Green Now", to develop a variety of sustainable lifestyle products for both travelling and outdoor recreation.

Available until February 2024, this exclusive campaign aims to share PARKnSHOP’s deep passion for environment protection, inviting shoppers to appreciate the peaceful co-existence of humans, society, and nature, in addition to cultivating a sense of environmental awareness and responsibility.

In a conversation with MARKETING-INTERACTIVE, Freda Ng, chief operating officer, PARKnSHOP Hong Kong, said irrespective of the number of participants, PARKnSHOP is committed to attracting a substantial crowd through this programme.

“PARKnSHOP is dedicated to fostering a more sustainable future by giving back to the global community, driven by a passion for sustainability. Our vision is to work with and inspire our esteemed suppliers and customers with our sustained efforts in the manifestation of 'Eat Better, Live Better,' both now and in the future, by following the United Nations Sustainable Development Goals and achieving the 2030 Sustainability Vision,” she added.

Furthermore, the brand will remain dedicated to fostering eco-friendly practices and engaging its patrons in sustainable behaviours through easy-to-access platforms. It is PARKnSHOP’s belief that living green now will create a better future for our next generations and beloved planet Earth, she said.

Through the launch of its e-stamp redemption programme in Asia, the brand also introduced a series of eco-friendly outdoor products made of recycled materials, such as 100% post-consumer RPET, recycled polyester and ABS, and materials officially certified by TÜ V Rheinland, from the 'WWF FOR THE FUTURE Green Living Collection', to encourage the public to proactively participate in and adopt a more harmonious and environmentally conscious lifestyle.

Apart from driving wide media exposure from the launch event, PARKnSHOP has been utilising social media platforms and various traditional advertising channels such as TV commercials featuring the daughter of local singer Kay Tse, press ads, and attractive in-store promotions, with the strategy to raise public awareness and encourage individuals to join its mission of building a sustainable future.

With a belief that cultivating environmental consciousness starts with nurturing younger minds, Ng said PARKnSHOP’s marketing strategies often use engaging content featuring children to connect with its audience and promote sustainable practices on an emotional level.

“Throughout the campaign, we have successfully generated close to 200 clippings, and a total PR value of HK$67M,” she added, "Sustainability lies in intertwining our business with the cause, ensuring long-term viability and feasibility, fostering a sustainable future with our customers and business partners of PARKnSHOP together. This programme aims to mobilise a collective passion towards acting and living green."

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