CReATION: Commercial Press moves online to shed "traditional" image

The Commercial Press, one of the oldest publishers in Hong Kong and China, is changing with the times. The company recently set up an online bookshop, CP1897.com, to attract younger customers. A TVC, featuring the slogan "I have found it", was aired two months ago. According to Mr Ronnie Wong, the creator of the TVC, the Commercial Press has long been regarded as a "traditional" bookshop. This image, however, has failed to draw the young. In response, the publisher decided to give the business a new positioning and repackaging as a trendy, modern bookstore. The TVC featured young people. As Mr Wong explained, this was fitting because he believed it was mostly that age group, which surfed the 'Net frequently. It also complemented Commercial Press' innovative and fresh image. Mr Wong said the idea behind the TVC was that you could find whatever you wanted at the online bookshop. That's why you could hear the voice over repeat, "I have found 5,000 years", "I have found my image", "I have found the language of (film director) Wong Ka Wai", "I have found the passion", "I have found the economic trends" and "I have found the taste". The TVC was shot in Beijing, Hangzhou and Hong Kong. Mr Wong explained this was to match the voice-over with the scenery. For example, the background of the TVC illustrated Beijing when the voice over read, "I have found 5,000 years". And when the voice-over mentioned "I have found the language of Wong Ka Wai", the background switched to the famous Chungking Mansions in Tsim Sha Tsui, Hong Kong.

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