Event Marketing and Promotion - a Hospitality Event for Sa Sa Anniversary Dinner

Event Marketing & Management

A Hospitality Event for Sa Sa Anniversary Dinner  

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By Emily Yiu

Executive Summary

Sa Sa International Holdings Limited ("Sa Sa") is a leading cosmetics retailing group in Asia since 1978. Being one of the largest sole agents in cosmetics in Hong Kong, Sa Sa represents over 100 international beauty brands in Asia. The business includes Hong Kong & Macau, Mainland China, Singapore, Malaysia and Taiwan Region.

This year is the 35th anniversary of Sa Sa International. We are going to hold a spectacular gala event on 28th April at The Mira Hong Kong. The name of the party is “Manifest Beauty of Life” highlighted the mission of Sa Sa to help people to make their life beautiful.

As the biggest sole agents in cosmetics in Hong Kong, we must attach importance to the anniversary dinner. We wish we can bring a hospitality experience through our anniversary to gratitude our honorable guests. [pic 2]

Background and Situation Analysis

The grand gala party will be held on 28th April at the ballroom of the Mira Hong Kong. The party will have a cocktail time start at 6:30p.m and the dinner will start at 8p.pm. It will attend around 600 people and they are our business partner representatives, key account and agents, some senior employees and a number of most important customers. All the attendees are our distinguished guest. So we wish we can share our happiness to them make them to have a memorable night.

Moreover, we would to invite the ambassador of Sa Sa, Kate Tsui, and a of the group’s licensing brands, to celebrate with us such as Rain Li, Jessica C, Vincci Cheuk, Miki Yeung, Vanessa Yeung, Mr. & Mrs. Brandon Chau. At the same time, we will introduce the officially announced Ms. Vivian Chow to become the new ambassador, whom with an ever young and pretty, kind-hearted image coincides perfectly match with Sa Sa’s brand mission of “making life beautiful”.

By using the SWOT approach to analysis the event, the strength of the event is that we can show to our guests that how success we are in the past. Then we can give a reason for our stakeholders keep supporting us. However, the weakness of the event is our organizer not a professional. Besides, the opportunity of the event is, it is a good way to have a communication with our guests and the threat is the problem of the weather. This is the biggest problem to affect the audiences will come or not.

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Marketing Objectives

“Our guests enjoy and satisfaction of the hospitality event and they will continues to support Sa Sa. “ is the objective of our event.

This time we will organize a grand gala event to celebrate Sa Sa’s birthday. We are going to invite around 600 guests to attend our celebrate party. Sa Sa is an international company and the guests will come from different cities. So we must make sure the anniversary dinner is doing well and won let the guests down and disappointed.  

After we set up the committee team, we will separate the team member to different group and they will be responsible for different job, such as the financial, the event design, venue decoration and the administration. It can effectively to finish the work.

Aside from celebrate Sa Sa 35 anniversary year, we hope we can hospitality our guests and employee. Besides, it is the time for Sa Sa show how success in the past year. This can make our cooperate partner believe in Sa Sa’s ability. On the other hands, we will invite our important customers and senior employee, this is strength customer relationship and raise staff sense of belonging to our company. It is also beneficial for us to have a contact point to our customers and establish good image through this anniversary dinner.

Event Strategy

For providing an enjoyable and experiences event to our guests, we will use the “five senses” approach to analysis how can our event be rememberable.  

Smell Element

Since we hope the guests can know they are attending Sa Sa’s anniversary dinner, we would like to spray perfume in the venue. The brand of the perfume is our own brand “Sasatinnie” and the smells of the perfume must fresh and smell good.  Besides, it can let people feel ore own product. It is a way to promote our products.

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Vision Element

To carry through the image of Sa Sa, we would choose pink as the theme color of the event and using lace to make the venue become romantic and elegant. At the reception place, we will put a gigantic poster. [pic 5]We hope that when the guests entered the venue, they would know they are participating in Sa Sa’s anniversary dinner. About the hues and the brightness, we want to build a romantic environment, so that the lighting of the venue will not too bright. The hues of the light will be a warm color, like yellow.  

Taste Element

Our anniversary dinner will hold at the Mira Hong Kong and the meal is also provided by them. This time we choose the Chinese food for the dinner. Although we are now an international company, most of our guests are Chinese and we hope the dinner can let the foreign guest experience the traditional banquet. We are confident to the Mira Hong Kong can provide the delicious food to us. One of the food on the menu is “Steamed giant longevity buns”, it is the food that people will eat when birthday. That is the symbol of Sa Sa 35 birthday.

Touch Element

We will have emcee to lead the dinner from beginning till the end. The emcee will ask questions to the guests and product interaction with the guests. It can get the attention from the guests and increase the involvement. Besides, our guests can join the cosmetic show. As we would let the guest to decide which make-up artist is doing the best.  

Hearing element

During the dinner, the guest apart from hear the emcee, they also can listen to our new official ambassador, Ms. Vivian Chow to sing. Ms. Vivian Chow presents a new song specially written for Sa Sa 35th anniversary.