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Festival Walk - Best Non-Profit / Charity Fundraising Event

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Company: Festival Walk, Hong Kong
Company Division/Group: Mapletree Greater China Property Management Limited
Company Description: Festival Walk, a shopping mall situating at the heart of an extensive transport network in Hong Kong, offers over 200 international brands and boutiques in a relaxed sky-lit space targeting middle to upper affluence group. Since its opening in 1998, Festival Walk has been applauded by local shoppers and tourists alike for being one of Hong Kong’s leading shopping and entertainment destinations.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Non-Profit / Charity Fundraising Event

Nomination Title: “Christmas Secret Garden” at Festival Walk

The date on which this nominated production was first presented: 25 November 2016

Describe the nominated event's communications objectives and how it met those objectives, including the event's genesis, development, performance, and results to date (up to 525 words). TEXT REDACTED FOR PUBLICATION

Background

Building on the worldwide phenomenon of adult colouring books, Festival Walk – an upscale shopping mall in Hong Kong – collaborated with internationally renowned Secret Garden author Johanna Basford to launch an innovative campaign to raise awareness and funds for the Charles K. Kao (CKK) Foundation for Alzheimer’s Disease.

Professor Charles K. Kao, a Hong Kong born scientist, is widely renowned as the “Father of Fibre Optics” suffered from Alzheimer’s Disease after his retirement.

Having worked with Professor Kao to develop Hong Kong’s first fibre optic Christmas tree in 2010, the team at Festival Walk kept in close contact with the professor. Learning that art therapy played an important role in Professor Kao’s treatment, the mall hosted an exhibition of his paintings in 2015 to raise awareness about the Foundation and the benefits of art therapy.

In December 2016, Festival Walk took their support for the CKK Foundation to the next level by creating a secret winter wonderland featuring the world’s first life-sized 3D Christmas Secret Garden based on the creations of internationally acclaimed artist Johanna Basford – who published her first adult colouring book, Secret Garden, in 2013 – which quickly became a New York Times bestseller and sparked an adult colouring book phenomenon.

To celebrate the winter holidays, Festival Walk transformed Basford’s illustrations into a 3D Christmas extravaganza. Building on the holiday spirit of giving, Festival Walk also organized a charity campaign, appealing to shoppers’ generosity to support the Charles K. Kao (CKK) Foundation for Alzheimer’s Disease.

Activities - The festive charity campaign included:

Coloring Contest for donations to CKK Foundation for Alzheimer’s Disease
Festival Walk focused on “colouring” for this year’s charity activities, commissioning Basford to create several exclusive Christmas images, and inviting fans to participate in a Christmas colouring contest. Festival Walk donated HK$10 to the CKK Foundation for every submission.

Photos with Santa Claus
Shoppers who donated HK$80 or more to the CKK Foundation were invited to take photos with Santa in his Secret Garden Cottage.

CKK Foundation Charity Sales Programme
Festival Walk set up a charity sales booth selling Christmas gifts to raise funds for the CKK Foundation – giving shoppers the chance to show their support for Alzheimer’s patients during the holiday season.

Secret Treasure Hunt VR Game Zone
Shoppers who spent over HK$200 at the mall – or donated HK$20 or more to the CKK Foundation – were invited to unleash their inner explorer at our interactive virtual reality game zone.

CHALK it up for a good cause
In line with the Basford-inspired 3D colouring theme, the mall also collaborated with CHALKapella Tee to host a pop-up store, and donated HK$10 from every purchase to the CKK Foundation.

Results

-Through its charity campaign, Festival Walk raised significant sums of donations for the CKK Foundation.
-The Coloring Contest attracted keen participation with over 2,000 entries received.
-The campaign generated substantial media coverage through traditional print and electronic channels, and also created buzz on social networks.