Ngong Ping 360 emerged victorious at the TDM Travel Trade Excellence Awards 2025 – Hong Kong, scoring wins in the Social Media Campaign of the Year – Hong Kong and Marketing Initiative of the Year – Hong Kong categories with its “100% DORAEMON & FRIENDS” event, which was strategically executed in the summer of 2024.
Festive launch
The event kicked off with a spectacular flash mob where nearly 1,500 people gathered to form Doraemon’s face. The participants wore Doraemon-themed outfits in blue, white, yellow, red, and black, forming an impressive human art mosaic depicting Doraemon’s iconic face. This event created eye-catching photos, successfully captured widespread attention and sparked public curiosity about the upcoming event.
The fever continued when the campaign officially launched. It featured exciting installations and interactive games, including a giant gashapon machine, a reenactment of Gian’s singing scene, limited-edition Doraemon sculptures at Ngong Ping Village, as well as a charitable element—the “100% Friends-Calling Bell” Adventure Package.
The social media campaign for the event was also launched in phases, with its pre-launch phase including mysterious teasers that piqued the interest of the guests, visuals like Doraemon’s iconic dorayaki placed in cable car cabins, and playful references to the character’s gadgets.
The campaign generated buzz and anticipation on social media, and it further gained momentum with singer-songwriter Terence Lam’s participation in the opening ceremony. Interactive online games also offered rewards like access to the opening ceremony and cable car tickets. After the launch, the campaign moved into a showcase phase and used professional models to highlight the interactive games and photogenic spots. Social media content was diversified across static posts, dynamic reels, and stories.
To expand the campaign’s reach even more, key opinion leaders (KOLs) specialising in family and lifestyle content were invited for an exclusive experience day. Influencers shared their personal interactions with the event, which provided authentic perspectives to their followers.
The campaign culminated with a short film released on Father’s Day, which conveyed a heartwarming message about how everyone has their own “Doraemon” – a supportive family member.
Ngong Ping 360 was able to keep the momentum going as it unveiled two major attractions one month after the launch. These are a collection of ten movie-themed Doraemon sculptures and the second phase of the “100% Friends-Calling Bell” Adventure Package—which sparked a new wave of interest amongst the public.
A fresh take on Doraemon
To set itself apart from previous Doraemon-themed events, Ngong Ping 360 introduced several unique elements, and amongst these are its specially designed cable cars. One of which featured 31 Doraemon figures in a full wrap design, whilst others showcased Doraemon in classic poses inside the cabins.
In addition to this, another key attraction was a 2.5-metre tall gashapon machine shaped like the “100% Friends-Calling Bell.” Visitors could play the gashapon game to win exclusive Doraemon-themed stationery featuring iconic gadgets like the “Anywhere Door” and “Time Cloth.”
Meanwhile, in the event’s “100% Friends-Calling Bell” Adventure Package, visitors can donate HK$50 and receive a mission game card and a special Dorayaki headband. Completing the mission would earn them a unique Doraemon bell-shaped crossbody bag.
The campaign generated a significant response, with a social media reach exceeding HK$4.9m and video views surpassing HK$3.8m. The extensive media coverage, with over 500 features, resulted in an estimated PR value of HK$31m. Commercially, quarterly pass sales saw a 33% year-on-year increase.
Overall, the event helped refresh Ngong Ping 360’s brand image. The “100% DORAEMON & FRIENDS” campaign demonstrated the brand’s versatility, showing that it could offer vibrant, playful experiences in addition to its historical attractions.
TDM Travel Trade Excellence Awards – Hong Kong is a premier awards programme presented by Travel Daily Media. It seeks to honour the pinnacle of excellence in Hong Kong’s travel industry, covering the best hotels, airports, cruise lines, tour operators, travel agencies, booking platforms, and travel technology.
The TDM Travel Trade Excellence Awards 2025 – Hong Kong is presented by Travel Daily Media. To view the full list of winners, click here. For more details, please contact Danica Avila at danica@charltonmediamail.com.
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