Cinnabon Hong Kong Launch
Cinnabon®, the iconic bakery and purveyor of cinnamon rolls founded in Seattle in 1985, opens its first store in Hong Kong in February 2020 in Olympian City.
We created a comprehensive launch strategy for Cinnabon. In pre-launch period, we arranged marketing interviews to talk about its branding and aroma marketing strategy and sent media teaser to alert.
As the opening date is close to Lunar New Year, we further organized a media preview event inviting lifestyle and F&B media and influencers in town for tasting and gifting. Separate profile interviews are arranged in order to provide specific background information of this latest brand to Hong Kong.
More than 160 coverages are generated with key media such as Eat and Travel Weekly, U Magazine, Weekend Weekly, Presslogic Holiday, SCMP, Ming Pao Weekly and POPBEE etc.
SCMP, 12 Feb 2020
U Magazine, 13 Feb 2020