Company: MTR The Wai
Company Description: MTR The Wai Mall Grand Opening
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - New Product or Service Launch
 Nomination Title: MTR The Wai Mall Opening
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Launch Date: Jul 22, 2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 196 words used.
Situation Analysis
Tai Wai has undergone rapid urbanization since 1980s, gradually transforming into a central hub for the New Territories with its extensive railway and transport connections. However, the community a lacked large-scale shopping mall. As such, MTR Corporation has built a shopping mall atop Tai Wai Station to serve the community with new retail and recreational options.
Challenges
Fierce Retail Market in HK: Aside from Shenzhen's malls, New Territories boasts more than 50 malls ranging from budget to luxury. Just one stop from The Wai, New Town Plaza, at 139,400 sqm, has been Hong Kong's largest retail space for 40 years. Redefining Retail: Online shopping and global delivery have shifted consumer habits, along with a rise in environmental, cultural, and community awareness. Therefore, The Wai must offer more than a typical mall experience to satisfy modern consumers eager for novelty and excitement in the post-social distancing era.
Objectives
1) Become the talk-of-town destination for Hong Kong residents
2) Stimulate local visitation amongst young families and nearby residents
3) Drive sales for tenants within The Wai
4) Brand build The Wai as a community hub that cares about the wellbeing of those around the property
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 205 words used.
The Wai opened in Summer 2023: this perfect opening time came when Hong Kong is relieved of all social-distancing restrictions; both HK and Mainland Chinese residents’ insatiable thirst on retail and entertainment was at an all-time high. Everyone had a high anticipation for new retail destinations despite COVID-19.
The Wai’s timely opening pairs perfectly with its location. In line with mall operator MTR
Corporation’s strategy “Keep Cities Moving”, The Wai’s address above MTR Tai Wai Station means it touches populous districts in both Kowloon Peninsula and the New Territories all within a 30-minute radius.
To tackle the key challenge of offering an all-new retail experience that meets and exceeds Hong Kongers’ expectations and to overcome its myriad objectives, The Wai truly capitalised on its double advantages of a timely opening and a perfect location via a holistic communication strategy:
1. Create excitement and buzz at the pre-opening stage
2. Establish rapport with the community with a thematic train; a photography exhibition so to become a brand that is more than just a retail outlet, but a hub that cares about its community members.
3. Create sustained excitement and brand ongoing festive campaigns to sustain interests to the new landmark and to spark excitement amongst locals
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 251 words used.
Preopening Eye-catching visual campaigns with the tagline of “The Wai We Live”were placed across prominent public areas in May and June.To counter negative press during the construction phase, reputable media personnel and district councilors published articles detailing the potential and positive change The Wai will bring.
Opening The Wai joined hands with Hong Kong Design Institute in a limited-edition “The Wai We Live”themed train to spread the vibrant heritage, art, and culture of Tai Wai through neighbourhood-inspired illustrations on train compartments. The train was launched alongside a historic photography exhibition and a resident art programme.On the soft opening date on 22 July, bespoke media and KOL tours were conducted that all concluded at the entrance, where swarms of excited weekend shoppers were “released” from the front gates to get a first taste of this all-new retail landmark. This became the million-dollar shot of the campaign.
Sustaining A series of campaigns were held from August to December – spanning milestone holidays like Mid-Autumn Festival, Halloween, Christmas; CNY – specifically tailored for nearby residents and young families. These events were promoted and coordinated through The Wai’s social media pages.
ResultsThe Wai become the“Most Discussed Topic on Google in 2023”.A total of 988 items of media coverage were recorded, including print, online, social media and app coverage, amounting to 2 million-plus eyeballs reached and 140k engagement, which totals to HK$ 39 million ($38,887,914) in equivalent media value, and amounting to HK$ 117 million ($116,663,742)in equivalent PR value
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 16 words used.
Please see supporting reference as attached file name: Stevie IBA Awards Supporting Materials_The Wai Mall Opening
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