Ogilvy & Mather Hong Kong, which won the advertising brief last year, is scheduled to launch a corporate image campaign later this year.
O&M business director, Gladys Wong, said: "The campaign is to communicate CMRE's commitment to make homes to which people feel they belong to; it's more than just building houses. It certainly goes beyond communication at a property project level."
She said CMRE was aware that it needed to sharpen its brand profile ahead of its national expansion. Without a stronger image, CMRE believed it would have to compete at the product level at a time when a booming market was reducing differences between one project and the next,Wong added.
