In pre-existing SJM campaigns, we identified a lack of understanding about media consumption and a tendency to assume customer needs and wants without proper evaluation. Without a core message or clarity of business objectives, it was hard to see what united the SJM marketing campaigns.
We began by aligning the project’s mission with a targeted campaign and harnessing the campaign goals into one focused message. Working closely with the PR department at SJM, Eloquence revamped the working process to tackle their marketing impasse. We took the lead in crafting the angle of the creative campaign to address different sides of art and culture, conducting analyses of customer requirements in order to broaden SJM’s reach. Blending an immersive marketing approach, we guided the team through offline and online opportunities. Over the eight-month-long duration, Eloquence handled day-to-day media relations, connecting with Hong Kong and Macau media to spread the buzz beyond borders. We also assisted with event management across the eight art exhibitions comprising Art Macao.
Overall, the campaign succeeded in cutting through a crowded industry in a novel way. We grew the customer base substantially through extensive outreach with media and VIP relations from both Hong Kong and Macau, resulting in renewed enthusiasm towards SJM as a patron of the arts beyond Art Macao.
By building new media relationships for SJM, the campaign achieved HK$3 million worth of advertising revenue across traditional TV broadcast coverage, 54 online articles in Hong Kong and mainland China, and 13 traditional print media pieces in the likes of Sing Tao, The Standard, Headline Daily, Tai Kung Po, Art Map, HK Commercial Daily, and Macau Lifestyle. The exhibition was a success, driving millions of visitors to the event and expanding the breadth and depth of SJM’s audience.