The agency has been tasked to develop the marketing proposition and a fully integrated campaign, including TV, for the new development, which will be made up of luxury apartments, parks, a cultural and arts district, and a commercial and development area.
The new development, atop the MTR Austin Station, is a collaboration among Wheelock Properties, New World Development Company Limited and MTR Corporation Limited. It targets audience who are international and local investors and users who admire art and culture for more than enjoyment but as a lifestyle.
“We’re looking forward to not just helping attract buyers for this prime property, but also building an iconic landmark in Hong Kong,” said Iris Lo, managing director and executive creative director of Draftfcb in Hong Kong.
The campaign is being developed over the coming months for a launch scheduled this year.