Research & Communication Lecture #6
We have participated in a seminar hosted by our guest speaker this lesson — Angie Chung from Lee Tung Avenue Management Company Limited. She has introduced the brand revamp project of the Lee Tung Avenue(利東街) to us, including the process and touch point adaptations.
Lee Tung Street was one of the iconic street that representing old Hong Kong cultural, it also known as the Wedding Card Street by worldwide. However, all interests of the street were reverted by the government since the end of 2005, and have been categorised into a part of the Urban Renewal Authority project. The demolition of Lee Tung Street was seen as a harm to the cultural heritage and damage of the Hong Kong traditions, which have caused many of the constraints during the planning and execution of the project of Lee Tung Avenue.
By walking us through the process of the urban renewal project, Angie has showcased the importance of research and analysis, also on how to adopt the right strategy into the new brand position. The new identity of Lee Tung Avenue was repositioned into a young-lifestyle approach, and aimed to become one of the new landmarks of Hong Kong.
The new Lee Tung Avenue were collaborated with a wide range of F&B, retails, and unique tenants mix — over 37% of the tenants are first-time stores in Hong Kong, and wishing to add the uniqueness to the new brand attitude.
In order to increase the brand awareness and attracting tourist, the team have been creating various of integrated campaign adopted with big data and machine learning. Such as a collaboration with Luke Jerram — Museum of the Moon, the wedding tour and The Spirit of Christmas etc.
Apart from showcasing the innovation and integration of the project, Angie also demonstrated how the brand strategy changed during the covid 19 periods, and how could they transfer audience interacted from offline to online(digital). A quick market adaptation was included into the new promotion strategy — creating digital friendly content & SNS, adding online store and home delivery options and create Live chat online to keep the brand current.
The seminar has inspired me a lot on communications and brand management in real cases, and the importance of strategy adaptation in different situation. The project — Lee Tung Avenue have reduced the noise and disagreement by twisting the position and during the brand development process. They also adjusted their promotion methods due to the changes of external environment and target audience segment.
It is possible to foresee that the project could become one of the iconic landmark of Hong Kong, if they would like to continue their investment on integrated campaigns and design innovation.
