HONG KONG – Desigual, the Spanish causal wear brand, has launched a new collection inspired by Cirque du Soleil to promote the upcoming Michael Jackson’s Immortal World Tour, which stops in Hong Kong 23 to 25 August at the Asia-World Expo.
The campaign includes a new collection of Cirque du Soleil-inspired garments. The company is also using Jackson’s concert visuals as its window display, and will be handing out one free concert ticket with each purchase valued at HK$3288 and over. Both Desigual and Cirque de Soleil are doing social media marketing drives on Facebook and Weibo.
A spokesperson from the marketing team of Desigual Asia’s Hong Kong office told Campaign Asia-Pacific, that they were collaborating with the Canadian entertainment company because they both shared the same culture and style by being positive, colourful and energetic.
>As a new brand in Hong Kong, Desigual has opened its stand-alone store in New Town Plaza in Shatin only on 1 May, with a brand slogan: “Be Different”. Unlike their counterparts Abercrombie & Fitch, GAP and H&M, the company did not carry out a big launch campaign, explaining that “we need to slowly educate our customers to our colourful and gypsy-inspired clothes collections, which stand out.”
Apart from Cirque du Soleil, Desigual has been running ongoing collaborations with French fashion designer Christian Lacriox, as well as Disney.
As reported on 8 August, Budweiser is sponsoring Cirque du Soleil’s Michael Jackson The Immortal World Tour, as part of its ‘Made for Music’ global marketing campaign.
{ SOURCE: Campaign Asia }
