Launching Opus Hong Kong
GHC’s plan was designed to sustain anticipation and interest in OPUS Hong Kong from the initial announcement to opening, through a well-timed series of landmark events during the completion process.
The objective was to create a truly unique opening for Swire Properties’ iconic OPUS HONG KONG - Frank Gehry’s first residential project in Asia. In its spectacular Peak location, overlooking a breathtaking panorama of Hong Kong and surrounded by lush greenery, OPUS HONG KONG set a new benchmark for luxury living in Asia and has since become some of the most prized and expensive real-estate in the world.
GHC Asia developed tailor-made itineraries for all key media. Arranging helicopter tours for journalists and photographers to showcase the building from key angles and scheduled a series of one-on-one and group interviews with the key players.
Planning & Execution
‘Out of the Box’ Exhibition:
GHC coordinated the initial soft launch of OPUS HONG KONG through an exhibition of Frank Gehry’s world famous works entitled “Outside the Box”GHC organized a press conference, press program for key international titles and a launch event with key opinion leaders from Hong Kong and overseas.Building Media Launch:
Marking the official completion of the building, GHC coordinated OPUS HONG KONG’s much-anticipated media launch and first viewing, in conjunction with a visit to Hong Kong by architect Frank GehryTargeting top tier international media, the launch included press release distribution, a helicopter viewing, building tour and press conference.A series of one-on-one interviews with Frank Gehry and Martin Cubbon, Swire Properties’ Chief Executive.Show Apartment Launch:
With OPUS HONG KONG now available on the market, GHC coordinated the unveiling of OPUS HONG KONG’s first show apartment, featuring interiors by celebrated international design firm Yabu Pushelberg.The launch comprised a press conference and viewing of the show apartment, in addition to one-on-one / group interviews with Yabu Pushelberg and Martin Cubbon and photo shoots.
Effectiveness / Results
GHC achieved 407 pieces of coverage in total
The PR campaign generated a total advertising value equivalent reaching over HK$9,129,481
High priority TV coverage and print features achieved included:
20-minute interview with Anna Coren for “Talk Asia” – CNN International
5-minute interview with Susan Li for “First Up” – Bloomberg TV
2-page feature in Asia Wall Street Journal’s Weekend Journal
6-page feature in Hong Kong Tatler and other regional issues
1 Cover story and 6-page feature in SCMP’s Money Magazine