April 2008
Rubicon Communications and Time Out International announce that the first issue of Time Out Hong Kong Magazine will hit the shelves on April 23, 2008. Leo Burnett and Arc Hong Kong have joined hands to create a unique integrated campaign, “Keep Fresh”, to build buzz around the launch, consisting of website, viral clips, outdoor, and in-store, and culminating in a launch party on the evening of the 23rd.
"All of us at Time Out Hong Kong are thrilled to be working with a dynamic and visionary agency like Leo Burnett," says Desiree Au, Publisher of Time Out Hong Kong Magazine. "Not only did the creative team go the extra mile in strategizing and executing a unique, refreshing concept for branding a new magazine, their infectious enthusiasm for the project has attracted top talents in the region, from photography, to film and styling."
As people rarely voluntarily engage in advertising messages while surfing the web, the creative team at Leo Burnett recognized the need to capture their attention with startling visuals and unexpected entertainment value. Via unusual viral clips that lead to a “Keep Fresh” website (www.keepfresh.com.hk), they utilize the digital landscape to attract their target audience, aiming to draw them to Time Out Hong Kong’s official website (www.timeout.com.hk). Combining this with strategically placed outdoor and in-store advertisements, the campaign is designed to catch the busy people of Hong Kong off guard, reaching and amusing them when they least expect it. The idea behind the campaign is simple: Time Out Hong Kong is the quintessential source on keeping you fresh, offering a myriad of fresh views and articles for all your senses.
“We want to create real buzz for the magazine launch, reflecting Time Out’s true edge with the work” said Victor Manggunio, Group Creative Director at Leo Burnett Hong Kong. “And the work is eye-poppingly good.”
Says Time Out Hong Kong’s Editor, Paul Kay: "I am especially impressed with Leo Burnett's ability to get to the core values of a brand. We want to take a fresh approach to our editorial and Leo Burnett's Keep Fresh concept plays into this on multiple levels."
Presented in Time Out’s tried-and-true easy to navigate format, Time Out Hong Kong endeavours to highlight the depths of existing entertainment options in the city, as well as provide fiercely independent reporting on cultural and civic issues. It will appeal to local residents and visitors alike, and will bring a new perspective to everything it covers, from Arts and Entertainment, to books and kids.
Being the most trusted international source of city information, Time Out intends to be the first thing the hard working people of Hong Kong turn to when they have their time off. The fortnightly magazine will be available at high end book retailers, supermarkets and newsstands, as well as selected five star hotels, coffee shops, and cultural and entertainment venues in Hong Kong and Macau.
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