The Hong Kong Observation Wheel
Under new management, The Hong Kong Observation Wheel benefited from a number of enhancements, including the creation of an active lifestyle hub providing free fitness and wellness classes for all to enjoy. Tickets were also reduced to an affordable HK$20.
With these improvements, the attraction was more accessible to both local and foreign visitors, elevating the Wheel to become an iconic world-class attraction.
Agenda Consulting was appointed the agency responsible for all marketing, communications and public relations for the Wheel and its events.
Services
- Campaign planning
- Digital marketing
- Event management
- Media buying
- Public relations
- Content production
Clear messaging
Agenda deployed a two-pronged strategy to meet the Wheel's objectives.
A comprehensive public relations plan was developed and supported by strategic media planning.
Carefully curated video content and high-quality imagery were used to showcase what the Wheel had to offer. The message was clear and inspiring. The harbour views and range of fitness classes helped to encourage attendees to visit the attraction and experience it for themselves.
Award winning results
The coordinated campaign achieved an astonishing response from the public, far exceeding its targets. Demand for the attraction was high and news about the reopening featured in several notable publications.
Within the first year, more than two million visitors rode the wheel, double the target of the previous operator. The fitness and wellness activities were also a hit. All classes were fully booked with attendance from over 6,800 participants.
The Wheel and AIA Vitality Park is become an established active lifestyle hub on the Central Harbourfront. It continues to expand its offering and also features other lifestyle events.
The relaunch campaign was recognised for masterful execution and was awarded Gold, the highest distinction, for four highly coveted marketing awards.
