Harbour City unveils festive campaign to drive footfall

Harbour City has introduced a festive campaign by transforming its Ocean Terminal Forecourt into the unicorn merry-go-round fairyland, to drive footfall to the mall amidst the retail sales recovery in Hong Kong.

Available from 17 November 2022 to 2 January 2023, the festive celebration campaign is under the theme of “UniChristmas”, featuring four unicorns with unique personalities, which Dreamy Bubble represent dreams; Harmony Ocean represents harmony; Jolly Trinity represents happiness; and Twinkle Skylar represents treasures to guide visitors through the venue and send their blessings to everyone.Jolly Trinity greets visitors at the entrance as they enter the fairyland from the illuminated 10-meter-tall Christmas tree. A total of 18 unicorns wander between six sets of specially designed merry-go-rounds and over 40 glittering Christmas trees. 

This comes as Hong Kong’s retail sales have been recovering since the relaxations of covid restrictions. According to the latest figures released by the Census and Statistics Department, Hong Kong’s retail sales in September have edged up slightly by 0.2% compared with the same month in 2021.

“Christmas is one of the most celebrated holidays and peak periods for consumption in Hong Kong. The relaxation of a number of social-distancing rules, including extending dine-in hours for restaurants and the per-table capacity limit, will encourage more people to celebrate Christmas outside and shop for gifts. This Christmas, Harbour City has resumed the scale of our promotional celebrations to pre-pandemic levels, we expect the foot traffic at Harbour City this Christmas will have a 5-10% YoY growth.” said Yen Leng, executive director of Wharf Estates. 

Furthermore, visitors can access an exclusive charity photography zone by donation to take photos with the Christmas lights. The venue consists of more than 10 Christmas trees hanging in the air and placed on both sides of the ladder of dreams with hundreds of sparkling stars hanging from the ceiling, with the biggest installation located at Ocean Terminal main entrance staircase.

In addition to outdoor decorations,  a pop-up store is opened for the charity sale of various unicorn-themed merchandise such as collectible cards, mystery boxes of scented ornaments, bathrobes and plush toys.Harbour City has also partnered with Appolo ice-cream to launch an exclusive unicorn-themed fruit yogurt at Tsim Sha Tsui Star Ferry Pier. The classic American children’s show Sesame Street will be brought to the mall to join in the festive mood. Unicorn-themed food will also be served at designated food and beverage outlets in Harbour City. 

MARKETING-INTERACTIVE has reached out to Harbour City for further information.

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