Created by Ogilvy & Mather Hong Kong, the campaign plays on the duality of the question, 'Are you Central', which can apply either to personality or geographic location to build on the district's established reputation as the place to discover what's new in fashion and lifestyle experiences. "If you're central to your family or job, you know it," said Ross Brown, OgilvyOne director of client services. "Similarly, if you know Hong Kong, you know that Central is the place where the best things happen.
"If you're Central, you know what the place is about, and if you're not, you can aspire to it," Brown added.
At Media's press time, the group launched the campaign's second phase following a two-week teaser period, during which the question was posed. Elements of the newly-opened Landmark Mandarin Oriental hotel are featured in the new work -- details of a seat from its Amber restaurant, while another shows a drink from its Mo bar.
"It's Hongkong Land's way of saying thank you for being a tenant and that we would like to support you -- you're part of a bigger geography and better things happen in Central," Brown added, saying the new creative was deliberately generic but at the same time evocative of Central's upscale offer. Along with the hotel's opening, this month also saw iconic British retailer Harvey Nichols launch its first Asian store in the same complex as the Landmark Mandarin.
Phyllis Leung, Central's brand manager, said the campaign brief was to reinforce the district's status as Hong Kong's leading fashion and lifestyle destination. "We have had very good response to the (teaser) campaign from people who work and play in Central and understand the feeling," she said.
Hongkong Land's Central portfolio is home to more than 250 high-end brands, including Asian flagship stores of Dior, Celine and Fendi, with Louis Vuitton's fourth 'global concept store' opening later in the year.
