BASECREATIVE

HKU Family Day

Planning an event to refocus Hong Kong on family

As a joint initiative of the Jockey Club’s Charities Trust and The University of Hong Kong’s School of Public Health, Family Day is a large-scale celebration of family cohesion. For an event with high-level backers, promotion would be necessary to reach the territory-wide expectations of the “FAMILY Project: A Jockey Club Initiative for a Harmonious Society.” Through event planning, marketing collateral key and opinion leaders, Base Creative sought to help Family Day achieve their lofty goal of motivating Hong Kong people to spend more quality time with their family members.

What we did

Serving as a celebration of family cohesion and as an opportunity to survey the public’s opinion of family for the FAMILY Project. To frame the event, Family Day was planned around the concept of the “3Hs – health, happiness and harmony” and events were planned accordingly. With a family-friendly logo, colors and branded atmosphere, the commercial, academic, social service and health sectors were unified with Hong Kong families through a meticulously planned and executed celebration of family fun.

Marketing Communications

Brand Activation

Marketing Communications

Exemplifying world-class creative design, we know that good design brings the best results especially when success is so reliant on being seen. Promotion for Family Day required a full array of offline and online designs, covering posters, postcards, souvenirs, booths, roadshows, website design, social media marketing, leaflets and brochures. Among the highlights were Guinness World Record-breaking 3Hs postcards and 50,000 Family Day 2017 Guidebooks. 

Brand Activation

For three months, Family Day rolled out three large-scale events focussed on the themes of “Shopping Fun,” “Express Your Love to Family” and “Fun Fair” at D·PARK Tsuen Wan. The objective of “Shopping Fun” was to encourage families to increase quality time and communication with family through shopping and dining together. Sponsored by a multitude of brands, retail shops and restaurants, Base Creative’s designed Guidebooks were distributed through magazines and roadshows across Hong Kong.

Familial gratitude and love were encouraged in the “Express Your Love to Family” event by recording their love for their family on the 3Hs postcards to be distributed to loved ones. A photo competition was scheduled to encourage family photos; the competition encouraged offline to online interaction, photos posted online could win prizes by how much engagement, or “likes,” they received. The fun of the event was used as an opportunity to encourage participation in surveys provided by the organizations involved.

Saving the showpiece for last, the “Fun Fair” event included the Guinness World Record ceremony, onstage performances, game booths and more – ending Family Day with a traditional celebration that could be enjoyed by the whole family.

Summary

HKU Family Day

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