HK Resort Co concludes social media pitch for Discovery Bay

Hong Kong Resort Company has appointed local agency Zlashy to handle its social media remit for Discovery Bay, following a competitive pitch in February.  

In a conversation with MARKETING-INTERACTIVE, Charlotte Ho, general manager, branding and marketing, Discovery Bay, Hong Kong Resort Company, said Zlashy was chosen as its pitch for social media management truly resonates with the essence of the Discovery Bay brand.  

“Its innovative approach and deep understanding of our vision for a vibrant, community-driven destination stood out during the selection process. We’re confident that Zlashy’s expertise and passion will help us elevate our social media presence and strengthen our brand’s identity in today’s digital landscape,” she added.

Starting from June, the retainer contract will last for six months with the possibility of further extension depending on KPI and synergy developed.  

Under the new partnership, Zlashy is responsible for planning the social media strategy for the brand’s Facebook and Instagram pages; as well as creating bilingual content across the brand’s social platforms. 

Furthermore, it will be tasked at designing bi-monthly Facebook/Instagram social media games; providing advices on and managing Facebook/Instagram ad placements and spendings. It will also support brand awareness, target millennials/young couples, promote tenant campaigns, and propose Easter Egg Hunt and game ideas. 

"Social media is vital for marketing today. With our DB2.0 blueprint moving forward, we're focused on revitalising Discovery Bay. By collaborating with Zlashy, we aim to connect with a younger audience through engaging, informative, and dynamic content on our @VisitDiscoveryBay social media platforms,” she added.

Don Chan, co-founder, creative and experience design director of Zlashy, said, “Discovery Bay is a community celebrated for its lively spirit and diversity. We aim to craft content that resonates deeply and engages the community authentically. Our commitment extends beyond traditional content creation; we are dedicated to thinking outside the box, designing unique and innovative social media experiences that capture attention and inspire interaction. By using data analytics, we continually evolve our content to ensure it aligns with and elevates Discovery Bay’s branding, thus creating a dynamic online presence that mirrors the vibrancy of the community itself.”

Don't miss: HK Resort Company picks new agency to handle Discovery Bay's social media biz

This comes after the brand ended its one-year partnership with local agency Rabbit Studio. Last year, Discovery Bay refreshed its brand image by strengthening its brand appeal as a preferred destination for living and leisure enjoyment as well as engaging stakeholders to reinforce the unique positioning of a truly international community.

To enhance the brand image, a new tagline for the campaign - “Live to Discover”, was created with a video and three key visuals. The video delivered the key brand message while showcasing the diversity of Discovery Bay, covering its culture, activities and offerings through an upbeat and fun tone and at the same time highlighting its stylish entertainment and diversified community.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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