Lan Kwai Fong Entertainments has appointed Fluid to create a campaign for the Greater China region.
As agency of record, Fluid is tasked to create a campaign for LKFE inclusive of branding, advertising, digital and traditional marketing as well as social media, with a target to refresh the brand's image throughout Hong Kong and Greater China.
Marking the first stage of the campaign, Fluid has launched a new website for LKFE and is developing a loyalty programme in a bid to increase brand recognition.
The campaign will relaunch Allan Zeman's Lan Kwai Fong Entertainments, which will see a renovation of the New California Tower this year. The brand will also expand to several cities in mainland China this coming two years, including Chengdu and Haikou Hainan Island.
Lan Kwai Fong Group's food and beverages managing director Grant Baird said the new digital portal could do justice to the brand and global reputation as the first project of the rebranding campaign.
Andrew Au, Fluid's managing director, added the strategy, design and build of the new LKFE digital platform reflect a forward thinking approach.
"Through analysing user-behaviour and goals in comparison with business objectives, we were able to develop a responsive website structure that is adaptable not only to different devices and user preferences but to the future growth and demands for LKFE as a business," Au said.
The agency was appointed by the Lan Kwai Fong Association as its marketing agency for the dining and entertainment area in 2011.