What if a hotel brand became your favorite travel inspo account?
Park Hotel Group set out to do just that - transforming its social media into a vibrant hub for modern travellers. Think hidden gems, local secrets, and seasonal moments worth the detour.
With wanderlust driving engagement online, we helped the brand craft a fresh identity: an informed travel enthusiast serving smart tips and inspiring content, one scroll at a time.
The Brief
To position Park Hotel Group as a prominent voice in the travel industry, the goal was to craft a digital presence that speaks to today’s curious, experience-driven travellers. That meant going beyond traditional hotel content to deliver a steady stream of engaging, destination-rich posts - from must-visit local attractions and hidden gems to timely seasonal happenings.
Our Strategy
We collaborated closely with the Park Hotel Group team to develop an original social media identity, both visually and in tone of voice, that reflects the brand’s knowledge, wanderlust, and charm. Content was structured across key pillars:
Local Attractions - must-see sights and culture highlights
Hidden Gems - off-the-beaten-path discoveries
Seasonal Occasions - timely travel ideas and events
This refreshed direction helped Park Hotel Group stand out in a crowded social space, engaging audiences with relevant and informative content while reinforcing the brand’s lifestyle appeal.
What We Achieved
A comparative look at two periods shows consistent growth and increased engagement:
Oct 2022 - Apr 2023
Facebook Organic Reach: 169,174
Facebook Engagements: 18,475
Instagram Organic Reach: 24,299
Instagram Engagements: 1,520
May - Sept 2023
Facebook Organic Reach: 200,157
Facebook Engagements: 16,817
Instagram Organic Reach: 25,356
Instagram Engagements: 2,124
Notably, during May to September 2023, the brand experienced:
94.4% increase in Facebook page likes
124.8% increase in Instagram followers
With a clear voice, inspired visuals, and a content strategy rooted in real-world relevance, Park Hotel Group’s evolving social media presence is now a platform that both informs and inspires - inviting travellers to explore more, stay curious, and journey well.
Strategic communication has the power to bring cultural initiatives to life and connect meaningfully with diverse audiences. Our collaboration with the KL Chinatown Festival is a testament to that — a vibrant community event where we drove awareness, sparked engagement, and helped bring people together in celebration.
Our mission was clear: to develop an extensive communications plan and generate significant buzz around the KL Chinatown Festival, leveraging PR and social media efforts to boost audience engagement and festival attendance.
The Challenge: Bringing a Historic Heart to Life
The brief presented a compelling challenge: how to revitalize a historical and cultural landmark like Chinatown in Kuala Lumpur, ensuring it resonated with contemporary audiences while honoring its rich heritage. We needed to:
Generate Buzz: Create widespread excitement and anticipation for the festival.
Drive Engagement: Foster meaningful interactions with potential attendees online and offline.
Boost Attendance: Translate interest into physical presence at the festival.
Our Strategic Approach: A Fusion of Old and New
To overcome these challenges and achieve our ambitious goals, we deployed a multi-faceted strategy focused on dynamic content and live event coverage:
Driving Awareness, Talkability & Engagement: We focused on creating compelling narratives and visual content that highlighted the unique fusion of old and new at the Chinatown Festival.
Real-Time Social Media Coverage: During the festival, we provided constant, real-time updates and coverage to capture the energy and excitement of the event.
Key Activation Spotlights: We strategically highlighted key activations, including:
Unifi KariPop Market
Connor's Stout Porter
Workshops @ REXKL
Cultural Walks This involved vendor spotlights, behind-the-scenes footage, and live updates to give a comprehensive look at the festival's offerings.
Bringing it to life through:
Media Engagement + Interviews: Securing prominent features and interviews in key media outlets.
Social Content Strategy and Creative Development Press Release: Crafting engaging social media content and impactful press releases to disseminate information effectively.
Phenomenal Results That Speak Volumes:
Our integrated approach yielded exceptional results, significantly exceeding expectations and solidifying the KL Chinatown Festival's presence as a must-attend event:
What We Achieved:
3,025,023M reach
148,052K engagements
3,989,755M impressions
15K+ festival attendees
Social Media Performance:
580 social media posts were created throughout the campaign period.
3,136 total community growth
243 total conversations
33,144 total post interactions
2,407 total link clicks
Featured In...
149 pieces of coverage
Secured features in prominent publications such as The Sun, Elle, BFM, KL Foodie, Says, The Star, and Lumi News.
Generated over RM4M+ in PR value.
These outstanding figures underscore the effectiveness of our comprehensive communication strategy, which not only generated immense buzz but also successfully drove attendance and positioned the KL Chinatown Festival as a vibrant and essential cultural event.
Partner with Mad Hat for Your Next Success Story
The KL Chinatown Festival campaign is a prime example of Mad Hat Asia's expertise in crafting compelling narratives, executing multi-faceted communication strategies, and delivering tangible results for our clients. We are dedicated to helping brands and initiatives elevate their presence, amplify their message, and achieve their objectives.
Contact us today to learn how we can help you achieve your goals.
At Mad Hat Asia, we believe that brands have the power to shape conversations and spark meaningful change. In conjunction with International Women’s Day 2025, we partnered with KPJ Healthcare Berhad to champion a message close to many hearts - women's health.
The Brief
Raise awareness about KPJ’s ongoing commitment to women's wellness.
Drive interest and uptake for their Buy 1 Free 1 Health Screening promotion.
We wanted to create a campaign that not only promoted a healthcare service but also reminded women to prioritize their well-being.
How We Brought It to Life
To bring this campaign to life, we focused on a three-pronged strategy anchored by strong content, relatable personalities, and digital amplification:
💡 Creative Content Development
We crafted original, platform-native content that was equal parts entertaining and educational—designed to spark reflection while remaining highly shareable.
🤝 Influencer Collaborations
We partnered with creators Ceddy and Dr. Soo Wincci, who brought authenticity and humour to the campaign, helping us frame health checkups as both urgent and relatable.
The Content Strategy
We rolled out a mix of owned and influencer-led content, each tailored to spark conversation and raise awareness in a fun yet meaningful way:
Thanks to a sharp strategy and collaborative execution, the campaign gained significant traction:
160,704 Total Reach
223,000 Total Views
3,434 Total Likes
61 Total Comments
458 Shares & Saves
From engagement to awareness, our goal was to spark interest and inspire action — and the results reflect just that.
The Mad Hat Touch
This campaign proved that even serious topics can be communicated with warmth, creativity, and relevance. By tapping into cultural cues, everyday experiences, and platform-specific formats, we turned a health screening promo into something relatable, shareable, and most importantly — impactful.
Let’s Make Meaningful Stories Together If you’re looking to create campaigns that connect deeply and perform meaningfully, reach out to us. Let’s make your next story one worth telling — and sharing.
