HONG KONG Hongkong Land is targeting 'spenderellas' via a new Christmas advertising campaign that bids to boost spending in the Central district.
The campaign features illustrations by Graham Baker Smith, with Shya-La-La and MindShare handling creative and media, respectively.
"(Smith's) vast illustration experience in children's books combined with the art direction from Shya-La-La Production has resulted in a magical and festive atmosphere for Central," said Hongkong Land executive director of commercial property, Raymond Chow. "The core campaign elements for this year include showing Christmas to be fun and inspirational, so the festive season is 'llustrated" at Central - the ultimate luxury Christmas shopping mecca in Hong Kong."
The illustrations incorporate a series of original, whimsical visuals, running at four Central destinations.
- Alexandra House, Chater House, Prince's Building and the Landmark.