The Transformative Power of Partnerships 

As the AIA Carnival celebrates its 10th Birthday, and the Hong Kong Observation Wheel and AIA Vitality Park secure another 5-year extension, Great Entertainment Group continues to champion collaboration and innovation, demonstrating how strategic partnerships can elevate an event into an iconic experience. 

A Decade of Collaboration: Building on Trust 

Since its inception in 2014, the AIA Carnival has grown into one of Hong Kong’s most recognised annual events, shaped by strong, long-term partnerships with some of the world’s most respected brands. At the heart of its success is its decade-long partnership with AIA, the title sponsor. This enduring relationship is built on trust, shared vision, and adaptability. Over the years, they have collaboratively introduced innovative experiences that resonate with audiences and reflect AIA’s ethos to promote “Healthier, Longer, Better Lives”. From launching the Hong Kong Observation Wheel and AIA Vitality Park in 2017 to co-creating the AIA Vitality Hub in 2022, and expanding their AIA Carnival sponsorship in 2024 to include their new high-net-worth brand, AIA Alta, as the title sponsor of The World Circus, this partnership between AIA and GEG continues to evolve. 

Curating a Partnership Ecosystem 

Beyond AIA, the AIA Carnival has built a diverse network of partners, including UBS, Cathay, Coca-Cola, lankwaifong.com, The LEGO Group, Trip.com, The Sandbox, and Mercedes, alongside 100+ additional commercial partners, and more than 300 community partners. These collaborations extend beyond sponsorship, enhancing the event’s scale, audience engagement, and creative activations. Successful partnerships are not just transactional but transformational, ensuring alignment in values and a shared commitment to delivering meaningful experiences and achieving impactful results.

Innovative Engagement: Beyond Sponsorship

The AIA Carnival’s partnerships focus on active participation rather than passive branding. Key highlights include: 

•    AIA Alta: By securing naming rights to The World Circus, AIA elevated their brand positioning, offering premium experiences for their high-net-worth members. These include a custom-designed VIP lounge, exclusive show buy-outs, and celebrity-hosted events, further reinforcing AIA Alta’s prestige, while aligning with broader brand objectives. 

•    LEGO®: Shifting from a retail-focused activation last year, LEGO® embraced a community-driven approach with the LEGO® Build Competition in 2024/25. This initiative engages children aged 8-14 in weekly themed challenges, with a focus on collaborative learning through play. The bonus “Family Day” event further fosters intergenerational bonding and reinforces its commitment to community engagement and education. See the video, here.
 
•    Mercedes-Benz: Elevating their role to a Proud Supporting Partner in 2024/25, Mercedes-Benz brought adventure to the AIA Carnival with a G-Class scaling an imitation snowy mountain, while their involvement in the Strongman & Strongwoman Competition at the Community Arena, where contestants were challenged to pull both the new G-500 and the electric Actros truck, reinforces the brand’s association with strength and endurance. Connecting with AIA Carnival guests of all ages, they also brought back the popular Mini-Driving School, where children can drive miniature Mercedes-Benz cars. See the video, here. 

•    Blue Girl: The reimagined Dai Pai Dong bar, supported by Blue Girl, a brand synonymous with the Hong Kong street food culture, brings a fresh perspective to a cherished Hong Kong tradition. By blending cultural nostalgia with contemporary appeal, this bespoke venue attracts new audiences to the AIA Carnival and positions Blue Girl as a brand that bridges tradition and modernity. See the video, here. 

Through strategic activations that transcend traditional sponsorship, these immersive branded, highly engaging, touch points, each amplified by the Partners’ marketing channels, extend the Carnival’s reach and engagement, reflecting GEG’s commitment to delivering value for partners, the event, guests, and the event itself.

Looking Ahead 

GEG’s decade-long collaboration with AIA and its growing Partner network highlights the power of strategic partnerships in delivering lasting impact and co-creating activations where brands connect meaningfully with audiences.  
The takeaway is clear: great partnerships are not just about logos and sponsorship dollars—they’re about building something extraordinary together.

Authored by Georgia Way, Great Entertainment Group Partner of The Marketing Society 
Published on 20 February 2025