Regal Hotels recalls collective memories for HKers with new summer campaign

Regal Hotels has introduced its latest summer campaign Hello Summer to promote the culture of Hong Kong and recall collective memories via handling out soft serve from an ice cream truck.

Knowing that travellers these days are calling for authentic holidays with a local touch, experience and insight, the brand aims to re-introduce Regal Hotels International’s subsidiary hotel brands such as Regal, Regala and iclub, create social media buzz and exposure by recalling collective memories for locals and tourists. 

Running until 8 September, the campaign kickstarts with a branded ice cream truck handing out velvety soft serve on 15 and 16 July in Causeway Bay, Tsim Sha Tsui and Mong Kok. The event is inspired by the strong Chinese name correlation between "富豪雪糕" and "富豪酒店" and the milky treat represents locals’ nostalgia. A free icy treat will be given away to those who have liked Regal Hotels’ Facebook, followed Instagram or WeChat.

The free cone day will be promoted by multiple online and offline channels including search engine marketing, social media and KOL pitching for online and pamphlets, posters and digital out-of-home advertising for offline. Meanwhile, participants will receive the campaign pamphlet and be encouraged to take photos and share them on social media with hashtags to create social buzz.

Apart from ice cream giveaway, the campaign also comes along with different room packages, themed food products and buffets for consumers to immerse in local food journey and culture throughout summer. Customers can enjoy discounts from the pamphlet distributed on “Regal Free Cone Day” and special offers when a specific amount of money is spent.

Philip Chau, vice president of marketing of Regal Hotels International, said, "We are very excited about this. It is one of those campaigns where things fall nicely into place. A timely and relevant theme, that not only highlights our brand strength but also allows us to reach new audiences. This is possible only with the excellent team that had worked hard and efficiently in putting together the entire 360 campaign with no agency support."

Don't miss: Regal Hotels unveils new membership reward programme as part of digital transformation journey

Back in May, Regal Hotels International introduced a brand-new all-in-one membership reward programme to elevate customers’ experiences.

Also known as “Regal Club”, the mobile app unifies its current memberships into an all-in-one platform, aiming to create an ecosystem that includes diverse businesses within the group and meet the needs of its customers in the digital age.

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