Anti-theft travel gear Pacsafe has appointed Golin its PR and digital agency in Hong Kong. The Interpublic Group-owned agency will be tasked with developing and implementing a multi-channel communications programme aimed at increasing awareness and brand love.
Campaign development began in May this year as Pacsafe launched its first stand-alone store in Hong Kong. The programme spans all Golin’s PR, digital and content offerings. In the campaign, Golin will also be responsible for using proprietary relevance tools to understand, listen to and interact socially with Pacsafe’s target audience at the right time under this campaign.
“The beauty of travel marketing is the wealth of stories that emerge from diverse characters and their adventures,” said Simon MacGregor, vise president of marketing for Pacsafe. “We were impressed with Golin’s approach to creative story-telling which will help Pacsafe bring to life the narratives that define our brand and continued innovations in technology, and inspire our audience – regardless of if they’re embarking on an intrepid adventure, traveling for work or a family holiday, or simply navigating the busy streets of Hong Kong.”
Jane Morgan, managing director, Golin Hong Kong, added that working with Pacsafe is a natural fit because both companies have an adventurous spirit and a deep love of travel. “Our role is to make the brand relevant in Hong Kong and eventually the rest of Asia,” she said.