Standard Chartered celebrates LFC’s HK tour with citywide campaign

As the long-standing partner and sponsor of Liverpool Football Club (LFC), Standard Chartered has launched a citywide campaign to raise awareness of the team's upcoming Hong Kong tour and the Standard Chartered Trophy, while reinforcing the strong partnership between the two parties.

Also known as “LFC activation”, the campaign centres around the theme “Now is our time”, underscoring the robust partnership the two parties have built and how they continue to inspire each other towards greater achievements, a spokesperson from Standard Chartered told MARKETING-INTERACTIVE. “We are proud to highlight our shared success, particularly the recent Premier League victory.”

Targeting LFC fans and the wider Hong Kong public, the bank has secured extensive out-of-home (OOH) coverage across the city, including at Sino Plaza, Hong Kong station, Lok Ma Chau station, and the high speed rail station.

It has also leveraged digital advertising at key locations such as the arrivals digital edge at Hong Kong International Airport (HKIA), alongside digital networks at bus and tram shelters, and MTR digital countdown displays.

Developed in collaboration with creative agency Leo Burnett Hong Kong and media agency Dentsu Hong Kong, the spokesperson added that the campaign’s return on investment (ROI) will be measured through brand awareness, the association between Standard Chartered and LFC, public engagement with OOH activations, and social listening.

Mary Huen, CEO, Hong Kong and Greater China and North Asia, Standard Chartered, said: “As the main club partner for LFC for the past 15 seasons, Standard Chartered is proud to bring the Reds back to Hong Kong again for a series of events after their last visit in 2017. We are excited to offer local football fans an extraordinary opportunity to cheer on the Premier League Champions at the world-class Kai Tak Stadium."

"The Standard Chartered Trophy will feature young beneficiaries from our community partner and clients’ children as mascots, highlighting our commitment to empowering youth. The events unite our communities through sports, creating money-can’t-buy experiences and reinforcing Standard Chartered’s dedication to making a positive impact on the community through our strategic partnerships," she added. 

Don't miss: Liverpool hosts open training session ahead of HK friendly against AC Milan

LFC touched down in the city on Monday, marking Liverpool FC’s first appearance in the city in eight years, with the team last playing in Hong Kong in 2017. During their stay, the team will balance training commitments with commercial obligations, further strengthening their ties to the region.

Additionally, Standard Chartered is hosting a week of activities for various stakeholders, including exclusive meet-and-greets with Liverpool FC legends, soccer clinics for children to develop their skills, and a leadership breakfast featuring insights from CEO Billy Hogan.

The celebration continued with an open training session yesterday (24 July), welcoming thousands of colleagues and community friends, alongside the public, to watch Liverpool FC prepare for the match. 

The team will then face AC Milan in a friendly on Saturday at 7:30 pm. AC Milan is expected to arrive in Hong Kong on Thursday afternoon. After the match, Liverpool will travel to Japan to play Yokohama F. Marinos on 30 July.

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