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Purpose – Using the HKUST Learning Commons as a case study, this paper seeks to reveal a number of insights on how to effectively engage different user groups within the university. Design/methodology/approach – The case study focuses on the user-group engagement process, highlighting the promotion plan and factors that enhance the user-group engagement. Findings – Two positive outcomes of the engagement were identified: the diversity of learning activities in the Learning Commons, and the elevated image of the library and librarians. Practical implications – The experience at HKUST reported in this paper highlights the need for libraries moving to the new "commons" service model to actively promote the facilities by engaging different user groups. The process itself is a necessary component to the success of the new service and facilities. Originality/value – The case study uses the user engagement framework to steer the promotion effort. The outcomes of the process have long-term implications for the image and identity of libraries, and subsequently enhance the library's potential in fund raising and resource allocation. [ABSTRACT FROM AUTHOR]