Fluid appointed agency of record for Hong Kong's Lan Kwai Fong brand

Fluid will orchestrate a 360-degree creative campaign for Lan Kwai Fong Entertainments (LKFE) inclusive of branding, conceptual advertising, digital and traditional marketing, and social media.

The campaign will relaunch A了lan Zeman’s Lan Kwai Fong brand in line with this year's renovation of the New California Tower in the entertainment district.

The Lan Kwai Fong brand will also be expanded into several key cities in mainland China, including Chengdu in Sichuan and Haikou in Hainan Island.

Marking the first stage of the campaign, Fluid has launched the new website that "has been conceived to bring to life Lan Kwai Fong’s personality as a local brand and to ensure its touchpoints appeal to today’s online audience", according to the agency's managing director, Andrew Au.

Au stated that the LKFE digital platform "employs a forward-thinking mobile approach...that is adaptable not only to different devices and user preferences, but to the future growth and demands for LKFE as a business”.

An LKFE loyalty programme that offers membership benefits is being developed simultaneously.