世界盃2026（7月11-19日）作為今年體壇焦點盛事，市務推廣和宣傳經理當然上年就開始磨拳擦掌準備好抽水黐金糠。然而在香港這個細小市場的觀眾又有何特色，你能如何對症下藥，踢場靚波？本文結合 GWI 全球調查，分享一下香港業內視野： 1. 數碼粉絲 在香港，留意世界盃的最大群人就是網民，而非足球運動迷。他們為中產的三十至五十歲群組，收入足以每年跟着網紅 Reel 推介去 1-3 次海外旅遊，也有只看社交媒體呃 Like 帖當作新聞、資訊和知識來源的大眾，以及希望自己成為網紅就不用再聽老闆話的年輕一代。 對於這群網絡慣性使用者，以「潮流」「熱話」為噱頭的社交媒體和 KOL 活動就適合不過。遊戲化帖子、IG 送禮、FB 付費廣告、人氣 YouTuber 為主角繕稿──這些沒多大新意的，就是最好的。你也可以為他們打造一個網上世界盃──製作一些即場實時短片，方便其實也不算太熱愛足球的他們「第一時間」得知賽情和賽果以刷好存在感。要多點互動？可以設計一些無聊易明的投票帖。聯乘著名運動員，在 IG 放一個「Add Yours」Story 系列，回顧他們職業生涯

The tragedy that happened in Tai Po earlier was heart-breaking and it became global news all over the world overnight. Hundreds of lives and thousands of families were affected. The whole society was mourning for the loss and the fragility of humans. Countless events were cancelled over that weekend and there were many more were following. While most event cancellation/postponement were out of grief to the loss, some involved practical reasons such as resources, feasibility,

What was the talk-of-the-town sport in the last 6 months in Hong Kong? It must be football, no room for discussion. Since the epic victory (first win in 29 years) against Team China by 2:1 in the pre-AFC Asian Cup close-door friendly and entry to the final stage of Asian Cup GS (albeit losing 0:1 vs Iran), the Hong Kong National Football Team has gained a lot of attention and fans support. A good hundred of fans had flown to Qatar to watch the game in person, chanted all

Lo and behold, the upcoming trends of advertising, marketing and promotion might not be what you’ve thought to know – we are not talking about AI, bots, cybercurrency, VR or blockchain. Rethink "Hidden" ROI: If you ask why 'waste' money in branding, look at the likes of BMW Berlin Marathon Now we’ve bitten the bullet through the post-pandemic transition. While the media is obsessed in gimmicky taglines about how innovations threaten human beings and work life, here are some r

Now Showing: Yello Documentary Best Event Team: behind Hong Kong Masters 2022 . Synopsis The Hong Kong Masters 2022 was held 6-9 October last year, during a time full of uncertainty and uncontrollables. Yello was the team behind the world record-breaking event. How did a 20-strong crew plan for a 9,000 audience event, in just 120 days? How did the team tackle a crisis that could have led to a plain cancellation of the event? Welcome to Yello finesse.

今年是Yello成立15周年。2016年，我們第一次衝出香港，大膽嘗試於海外成立分公司，地點選取在東南亞體育重鎮新加坡，希望促進體育文化的協同和交流，為港、星兩地客戶帶來裨益。轉眼7年，體育文化在整個亞洲地區蓬勃發展，而追求精益求精的Yello，今年視線落了在中東地區。 從剛圓滿舉辦不久的世界盃可以看到，中東國家和人們都熱愛體育，對體育文化交流和體育盛事有着強烈渴求。Yello憑藉15年紮根香港經驗，以及7年海外拓展經驗，在2023年這個疫後剛回復正常時刻，再次大膽踏出前進的腳步，放眼世界，於中東體育重鎮杜拜，成立Yello第三個據點。 我們將秉承Yello精神，繼續將體育文化旅遊提升到更廣闊層面，為Yello客戶提供一個更廣闊的平台，讓企業與品牌都能掌握國際化體育盛事的潮流及機遇，同時促進國際化的體育文化交流。 Yello! Dubai Established in 2008, Yello celebrates our 15th anniversary this year, with a big step forward: Yello Duba

📯 Yello is pleased to be named as one of the Best PR Agencies in Hong Kong at Happy Hongkonger! 🎊 Happy Hongkonger is a review-based listing website of best service providers and vendors in Hong Kong. Yello was selected according to the following criteria: Experience – PR agencies who have had years of experience in the industry, as this usually translates to quality of work and number of customers served. Range of Services – PR agencies with numerous services to make s

經歷整整三年「疫」轉各行各業、全球重新「洗牌」的一場危機後，今天我們為大家歸納 2023 年的推廣和營銷趨勢。 （1）七大吃香產品及服務優勢不再 疫情改變全人類生活模式，促使對某些產品及服務的需求大增，但當疫情緩和又會出現新常態。根據行銷研究公司 IntoTheMinds ，七類本來受惠的 commodity 於 2023 年銷量將回落，包括電腦、電玩、書籍、電商、到府送貨服務、DIY 產品，以及家用器材（如健身、裝修、廚具等改善「家中」生活質素的用品）。這些產品及服務的需求，本因人們長時間逗留家中而衍生，現在人們「重出江湖」，加上疫情期間因恐慌購買而過量積存，新銷情自然並不樂觀。 （2）元宇宙和NFT？真正重要的是創意和人性 大家搞清 metaverse（元宇宙）和 NFT（非同質化代幣）是什麼了嗎？各大品牌如 LV 和 adidas 等率先參一腳，就連信用卡迎新禮品也有NFT，一大群連 blockchain（區塊鏈）也不太明白的消費者被迫「硬食」新概念，結果就是屢傳NFT泡沫的消息。對於針對 Gen Z 數碼一代的 marketer 來說，以

Sports KOL Marketing has never been this everywhere. Let us explain what, why and how it is. With the scattered and fragmented platforms, channels and media for gathering information by different generations, KOL has become the ‘universal key’ for marketing people when it comes to promotional campaigns. No matter what you are promoting, more often than not you will have a list of KOLs or micro-KOLs that you would like to use - and it only gets even more often when the top ath

While the world is still tackling covid-19, precautious changes are already on their way in the sports scene. So what else will happen? Here are my 10 predictions in the post-Covid-19 sports marketing field: TV and Online viewership will gain more weight than ticket sales. Only half of the seats will be available for sales for world-class events, including the World Cup and Olympics. Higher ratio of closed door tournaments will be organised. More 3D match viewing options and

What's the effectiveness on suspending sports event on slowing down the COVID-19 transmission?

A crisis is not, or not yet, a disaster. If handled properly and timely, a crisis could sometimes turn into an opportunity.