TASK
Live Nation was set to launch TIDES, a brand-new, mid-sized live music venue in Hong Kong. Our task was to make a big splash with the announcement and position the venue as a game-changer for the city's music and event scene, while also addressing potential concerns like noise pollution.
EXECUTION
We adopted a three-phased approach to maximize impact and control the narrative.
Phase 1: The Big Reveal. We crafted an embargoed announcement release and coordinated media interviews with key local news and business publications to ensure a coordinated, high-impact launch on a single day.
Phase 2: Controlled Media Preview. Following the initial announcement, we hosted a media preview to generate a second wave of coverage. This allowed us to highlight the venue's unique features—like its integrated production capabilities and state-of-the-art artist support areas—and proactively address concerns by communicating key messages about its design and positive impact on the industry.
Phase 3: The Grand Opening. We invited top-tier media, influential KOLs, socialites, and key business partners to be the first to experience the venue together. The event was met with overwhelming enthusiasm, with guests expressing excitement both during and after the celebration.
RESULTS
This strategic approach successfully launched the venue with massive momentum and sustained media interest:
Over 500 pieces of coverage were generated with 200M+ circulation across 5 months
Pre-launch efforts included a strategically timed announcement release that generated 200+ pieces of media coverage and exclusive on-site tours for 13 top-tier journalists, building anticipation
For the launch event, PLUG managed to invite 265 guests (including media and KOLs), resulting in an additional 330+ pieces of coverage. An intimate Media Round Table also further secured high-value editorial placements.
