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The Parklinks Bridge served as centerstage last November 26, 2023 as Filipino band Lola Amour headlined the “Take It To The Bridge” campaign’s first-ever run, bringing their “Raining in Manila Tour Finale” to the Parklinks estate.
This event marked the emergence of Parklinks’ goal to position its iconic bridge as the new hub of dynamic events, uniting the communities of Pasig City and Quezon City.
The campaign was born from a vision to transform Parklinks Bridge into a vibrant destination for entertainment and community engagement. Beyond being a physical structure, the bridge is also a symbol of creativity and connection. The free concert, as part of the campaign, sought to not only promote brand awareness but also to celebrate the local music scene.
Parklinks partnered up with Warner Music to provide a fresh take on music festivals and concerts locally. The latter then proposed to hold Lola Amour’s tour finale at the Parklinks Bridge, even bringing renowned comedian Michael V. as a guest and four other local front act bands and soloists Arthur Miguel, Dilaw, JikaMarie, and Of Mercury to perform. These performers would then be central to the success of the pioneer Take It To The Bridge concert.
With over 1,300 attendees present and as the venue reached its capacity, Parklinks even innovated its green, open spaces as they provided attendees the opportunity to enjoy the concert within another vicinity of the estate, dubbing them as “Team Park.”
Concertgoers were treated to an immersive and unique experience during the event as the bridge lights complemented the music, synchronizing to Lola Amour’s most popular songs, “Fallen” and “Raining in Manila.”
This event was made possible by forging strategic partnerships. Warner Music not only provided discounts for Lola Amour’s talent fee, but also sponsored additional talent fees totaling to PHP 1.37M. Philips and Signify sponsored the cost of the mesmerizing light programming by Lythaus, which further elevated the event. LT Group, who has a 50% stake in Parklinks, also extended sponsorships in the form of food and beverage concessionaires for the event.
The event made headlines in notable publications such as Billboard Philippines, GMA Entertainment, Bandwagon Asia, and SPOT.ph, highlighting the performances and Parklinks Bridge’s rise as a premier entertainment center.
On social media, Parklinks’ following soared, with a striking 602% increase on Facebook and an 85.8% rise on Instagram. The campaign also made waves on newer and trendier platforms such as TikTok, Threads, and X. Fans of the featured artists were key to these numbers and growth, as they actively engaged with the content. This online success sets the foundation for Parklinks’ future event marketing initiatives.
Attendees also provided overwhelmingly positive feedback, with many sharing satisfaction with the well-organized event. Remarkably, Warner Music expressed interest in organizing a music festival at Parklinks in 2024, indicating the event’s success in positioning the bridge as a thriving cultural hub.
This pioneer run of the Take It To The Bridge campaign achieved and even surpassed its goal of positioning Parklinks Bridge as the go-to destination of outdoor music and entertainment events, paving the way for more functions in the future.
Nomination Title: Parklinks Bridge Lights Up with Entertainment
