Ngong Ping 360 emerged victorious at the TDM Travel Trade Excellence Awards 2025 – Hong Kong, securing wins in the categories of Social Media Campaign of the Year and Marketing Initiative of the Year with its 100% DORAEMON & FRIENDS event, 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. Participants donned Doraemon-themed outfits, creating an impressive human art mosaic that drew considerable attention.

Campaign Highlights

The marketing campaign included various installations and interactive games: a giant gashapon machine, limited-edition Doraemon sculptures, and a charitable element called the “100% Friends-Calling Bell” Adventure Package. The social media segment featured mysterious teasers and visual content, generating substantial buzz.

Notably, singer-songwriter Terence Lam participated in the opening ceremony, while online games offered rewards like access to the event and cable car tickets. The presence of key opinion leaders added an authentic touch to the campaign.

In June, a short film released on Father’s Day conveyed a heartwarming message, contributing to a brand image refresh for Ngong Ping 360. The campaign reached a significant audience, exceeding HK$4.9 million in social media impressions and garnering substantial media coverage with an estimated PR value of HK$31 million.

Conclusion

The 100% DORAEMON & FRIENDS initiative showcased the brand’s ability to offer vibrant and playful experiences, complementing its historical attractions. For more about the travel industry awards, visit TDM Travel Trade Excellence Awards – Hong Kong.