PATA Grand and Gold Award 2012 Winners

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 and mindsof visiting parents, as well as their children.For Madame Tussauds, they have found that visitors tend to be mostly from mainland China lookingfor something different for the whole family to enjoy. Madame Tussauds needed to brand 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 and his mother Madame Mak. McDull, themuch-loved animated piglet acts as the ambassador for HKTB’s Quality Tourism Services (QTS)scheme and is widely known in Greater China and beyond.Madame Tussauds and Ogilvy Public Relations, its PR agency rolled out an online/offlineengagement programme which revolved around McDull and Madame Mak to generatedesired buzz among media and the community in Hong Kong and mainland China,which included showing the making of McDull and Madame Mak photos and video to mediabefore the official launch. To officially launch the event, Alice Mak, the creator of McDull,joined HKTB Chairman James Tien and award-winning actress-cum-celebrity mother, Sandra Ng,to unveil the wax figures of McDull and Madame Mak.To sustain momentum following the launch, event videos and posts were shared in the attraction’swebsite, YouTube, Facebook and 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