Award: CAMPAIGN \ C25. Lifestyle/Travel (NEW)

To revitalise Ocean Park and Hong Kong tourism post-pandemic, “The Panda Wonders” campaign leveraged a historic milestone: the arrival of Jia Jia and De De, the first giant panda twins born in Hong Kong. The communication strategy transformed this event into a global cultural moment, shifting the narrative from a local attraction update to a symbol of hope and renewal.

Through a three-phased approach—Anticipation, Connection, and Momentum—the campaign humanised the twins as “cultural characters” using innovative digital platforms like the iPanda global hub. This strategy successfully converted global attention into measurable tourism growth. Between December 2025 and February 2026, the Park recorded a 21% increase in overseas arrivals, with long-haul markets surging by 60%. With 2,000 earned media placements and 12.8 million launch views, the campaign effectively re-established Ocean Park as a premier international destination.