KTGA - Kick The Gong Around

My responsibilities

Background
I worked as Digital Communications Manager at Kick the Gong Around (KTGA), a boutique event agency in Shanghai, which was founded by two expats with a passion for creating immersive “narrative environments”. Rather than traditional events, KTGA created large-scale themed markets and seasonal festivals where design, food, culture, music and entertainment came together to create a distinctive atmosphere.

Insight
The challenge was to build anticipation around these events in a digital landscape dominated by WeChat, while avoiding the tone of conventional event advertising. With dozens of vendors, installations, workshops and activities to discover, there was plenty to communicate, but simply listing what would be there would not capture the spirit of the events. I saw the content as an extension of the experience itself: each post and newsletter could become a small editorial exploration of the event's theme, using cultural references, stories and details to spark curiosity and make people want to be there.

Execution
I developed the content strategy and marketing timeline for each major event, managing content across the company's website, WeChat account and newsletter. I wrote and curated editorial-style posts that introduced audiences to the themes and experiences they could discover at the events, creating a steady stream of content leading up to each event. The approach helped build anticipation, giving the audience a sense of the world they were about to enter, and turning the communication itself into part of the KTGA experience.

All image credits © KTGA