PATA Grand and Gold Award 2012 Winners
PATA Grand and Gold Award 2012 Winners
PATA Grand and Gold Award 2012 Winners
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Marketing MediaPublic Relations CampaignMadame Tussauds Hong Kong, Supported byOgilvy Public Ralations, Hong Kongwww.madametussauds.com/HongKong/en/Default.aspxwww.madametussauds.com/HongKong/en/OurFigures/Character/McDullMadameMak.aspxThe Madame Tussauds attraction has been in Hong Kong for over a decade. To keep attractingvisitors to visit, Madame Tussauds had to come up with a unique angle to win the hearts <strong>and</strong> mindsof visiting parents, as well as their children.For Madame Tussauds, they have found that visitors tend to be mostly from mainl<strong>and</strong> China lookingfor something different for the whole family to enjoy. Madame Tussauds needed to br<strong>and</strong> a newfigure that is well loved by people from Greater China. To this end, Madame Tussauds unveiled theworld’s first wax doubles of cartoon characters McDull <strong>and</strong> his mother Madame Mak. McDull, themuch-loved animated piglet acts as the ambassador for HKTB’s Quality Tourism Services (QTS)scheme <strong>and</strong> is widely known in Greater China <strong>and</strong> beyond.Madame Tussauds <strong>and</strong> Ogilvy Public Relations, its PR agency rolled out an online/offlineengagement programme which revolved around McDull <strong>and</strong> Madame Mak to generatedesired buzz among media <strong>and</strong> the community in Hong Kong <strong>and</strong> mainl<strong>and</strong> China,which included showing the making of McDull <strong>and</strong> Madame Mak photos <strong>and</strong> video to mediabefore the official launch. To officially launch the event, Alice Mak, the creator of McDull,joined HKTB Chairman James Tien <strong>and</strong> award-winning actress-cum-celebrity mother, S<strong>and</strong>ra Ng,to unveil the wax figures of McDull <strong>and</strong> Madame Mak.To sustain momentum following the launch, event videos <strong>and</strong> posts were shared in the attraction’swebsite, YouTube, Facebook <strong>and</strong> on weibo to further boost the viral impact. The campaign resultedto a surge in visitor numbers for Madame Tussauds Hong Kong.“A truly effective PR campaign – a good example of thinking out of the box” - Judge’s comment