6 Sino Malls partner up to spread Love in the City of HK

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Six Sino Malls have come together to launch "Love in the City", an initiative that gives people a chance to make a grand gesture this Valentine's Day. Jointly organised by tmtplaza, Olympian City, Citywalk, China Hong Kong City, Gold Coast Piazza and Tsim Sha Tsui Centre & Empire Centre, the initiative allows those with an important message to say to their valentine to do so on the 4,000sqm LED façade of Tsim Sha Tsui Centre & Empire Centre.

Members of the public may make a public declaration on the LED wall for free. Interested parties would have to complete an online registration, which opens to the public until 11 February, and include why they wish to publicise their message. Participants may choose from one of the five pre-set messages - "I Love You”, “Marry Me”, “Happy Valentine’s Day”, “Love You 3000” and “每天愛你多一些”.

Participants will also receive a photo of love message in their first language on the LED facade by email in advance, which can be used to send to the intended recipient of the message as well. Participation is only open to S+ REWARDS members who have accumulated a spending of HK$3,000 or more made via electronic payment at merchants from designated categories will have the chance to have a love message displayed on the LED façade for one minute on Valentine’s Day.

At the same time, a motion picture carrying the words “love you” in many different languages will be displayed on the LED façade at irregular intervals from 12 to15 February. According to a statement by Sino Malls, the motion picture is aims to provide a backdrop for people, whatever their nationalities, to take selfies for sending to their loved ones living in other parts of the world to convey their infinite longing. This move comes amidst the pandemic, where many citizens, expatriates and domestic helpers have not been able to return to their hometown these past two years due to the travel restrictions.

MARKETING-INTERACTIVE has reached out to Sino Malls for comment.

Separately, this year saw Tinder cleverly marry the Lunar New Year and Valentine's Day - given their close proximity - in a content marketing push that taps on the best of both worlds. Tinder collaborated with Fengshui astrologer Clement Lim from Kang Li Feng Shui to reveal what each Zodiac sign should look out for in 2022, along with tips inspiring each sign to embrace and awaken the “Tiger” within them, to improve their dating luck this festive season. At the same time, the dating platform partnered with foodpanda Singapore to offer users the pau-fect Valentine's Day this year. Consumers who match with foodpanda's mascot, Pau-Pau, on Tinder, will receive an exclusive SG$5 foodpanda voucher code that can be used across all foodpanda services - including restaurant delivery, pick-up, pandamart, and foodpanda shops. This activation is valid from 14 to 28 February and the voucher is valid until 31 March 2022.

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