Hong Kong’s Landmark mall is repositioning itself with what it describes as a groundbreaking year-long marketing and image campaign.
“A Year of Wisdom” explores the power wisdom has to enrich lives, and aims to take customers on a journey of discovery embracing knowledge, teaching and sharing.
A departure from traditional mall marketing, the campaign seeks to engage and resonate with customers in defining aspects of wisdom within the context of Landmark as the arbitrator of style, taste and sophistication.
Landmark will invite customers to experience wisdom through a series of creative initiatives throughout the year underlining the luxury retail brand’s diversity of offerings and experiences.
Inspirational definitions of wisdom will be presented in various forms, from weekly satirical “Wisdom is…” illustrations by Hong Kong cartoonist Harry Harrison to thought-provoking contributions in words, pictures and engagements, and involving inspirational leaders in society.

Creative interpretations of wisdom’s many values will be presented in a series of vignettes shot by New York fashion photographer Pamela Hanson.
To mark the upcoming Chinese New Year there will be a celebration of shared family wisdom in the form of an artisanal market, a curation of products for the family reunion feast by Hong Kong heritage brands, all traditionally made for generations.
“Landmark’s A Year of Wisdom campaign represents a real first – a year-long proposition – and a radical departure from traditional mall marketing,” says Hongkong Land head of retail David Martin.
The campaign embraces print and digital channels, engaging customers with a special A Year of Wisdom section on the shopping centre’s website. There will also be regular updates and inspired postings on the Landmark Facebook page, its Sina Weibo account and Instagram channel.