2025

NYX Awards - 2025 Gold Winner Winner: Lee Tung Avenue Management Company Limited

Dazzling Christmas

Entrant Company

Lee Tung Avenue Management Company Limited

Category

Strategic Campaign / Event Campaign

Client's Name

Lee Tung Avenue Management Company Limited

Country / Region

Hong Kong SAR

Experience Level

Other

World-class, awe-inspiring festive art display
Teaming up with GLOBALL Concept, an award-winning festive light specialist from Belgium, we presented breathtaking installations that reinterpreted Belgium’s beautiful tradition of lace making through modern lighting technology. The centrepiece comprised a gigantic 27-metre-long hanging light arch and an eight-metre-high Christmas tree adorned with over 1,000 exquisite baubles, woven like Bruges lace, complemented by light decorations in shapes of Christmas wreaths and trees along our iconic pedestrian walkway. These elegant creations transformed the avenue into a dream-like European-style Christmas town, inviting visitors into a mesmerising experience found only at LTA.
Strategic collaboration with Consulate General of Belgium
We proactively approached Hong Kong’s Belgian CG to become a partner of Belgian Days, an annual event by the CG to promote Belgian culture. Thanks to its partner status, we could line up performances by classical Belgian musicians and a well-known Belgian magician, and a fabulous charity art event themed on the Belgian cartoon The Smurfs. It also organised a meet-and-greet event with Sinterklaas, the legendary figure from whom the Santa Claus character originated, allowing the public to experience Western Christmas traditions firsthand. The collaboration was a win-win, deepening understanding of Belgian culture in Hong Kong while enriching and elevating our Christmas campaign.
An all-enveloping European Christmas experience
We staged multiple events to evoke a quintessential European Christmas atmosphere. It brought back over 50 sessions of outdoor snow show, which has become a great hit over the past years for the romantic vibes it created and the splendid, truly one-of-a-kind experience it offered with the avenue’s installation art. A glamorous masquerade ball on Christmas day generated great anticipation with the promise of an occasion to dress up and amazing entertainment, and turned out to be an exquisite celebration. Nearly 30 sessions of street performances including Christmas carols and dance shows made passers-by slow down their steps despite their busy lives to take in the joyfulness of the season, and a pop-up charity market featuring delicacies, workshops and shopping further bolstered the community spirit.

2025
Video
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Entrant Company

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Category

Video / Multi-level Marketing

Country / Region

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Entrant Company

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Category

Marketing Campaign / Cause Marketing Excellence

Country / Region

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Entrant Company

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Category

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Country / Region

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Integrated Marketing
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winner
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Entrant Company

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Category

Integrated Marketing / Omnichannel Marketing

Country / Region

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