Crystal Jade Chinese New Year Celebration
Client Name
Softlogic Holdings PLC
Brand
Crystal Jade
Industry
Hospitality and Restaurant
Location
One Galle Face, Colombo, Sri Lanka
Year
2024
Activation Theme
Chinese New Year, Emphasizing the Dragon
Background
Crystal Jade, a MICHELIN Star awarded Chinese restaurant franchise, is celebrated for its authentic Chinese cuisine. Located in the bustling One Galle Face Mall in Colombo, this exclusive outlet aims to attract high-profile patrons with a taste for luxury and traditional Chinese dining, where the average cost per head surpasses USD 100.
Client Brief
The goal was to stir excitement within One Galle Face Mall, promote the top-floor location of Crystal Jade, and foster brand connection through an immersive experience that highlighted the restaurant's authentic Chinese heritage. Targeting affluent individuals and families, particularly the Chinese community during their New Year celebrations, was paramount.
Concept and Strategy
The event was centered around the vibrant and auspicious Chinese Dragon, a symbol of strength and good fortune in Chinese culture. Complementing this was a model dressed in traditional Chinese attire, who interacted with visitors, enhancing the festive atmosphere. This strategic pairing was designed to captivate shoppers and create memorable interactions.
Execution
The activation unfolded with a dynamic dragon dance that weaved through the mall's levels, drawing shoppers' attention with its colorful spectacle and rhythmic traditional music. The model, in her elegant red dress adorned with floral motifs, handed out promotional materials and engaged directly with potential patrons, offering discount vouchers for the restaurant. These interactions were not only about promoting the restaurant but also about educating the audience on the rich cultural heritage that Crystal Jade represents.
Visuals and Interaction
Photographs from the event show the model and the dragon at various key points throughout the mall, including the entrance of the restaurant and amidst the crowd, which varied from intrigued children to engaged adults. The visuals captured the essence of the celebration—vibrant reds and the palpable excitement of the audience, with many capturing the moment on their mobile phones, thus amplifying social media exposure.
Results
The activation achieved significant traction in terms of foot traffic and social media engagement. The use of traditional elements, combined with interactive marketing, significantly boosted brand recognition. The restaurant saw an increase in visits, particularly from the vouchers distributed during the event, which translated into higher sales in the following month.
Conclusion
The Crystal Jade Chinese New Year activation exemplifies how traditional cultural elements can be seamlessly integrated into modern marketing strategies to enhance brand engagement and visibility. By creating an authentic and interactive experience, Crystal Jade not only celebrated a significant cultural event but also solidified its presence as a top dining destination within a competitive market.