The investment trust has taken over the authority's retail and car park inventory.
Accordingly, he first stage of the campaign, developed by DDB, targets ordinary citizens, aiming at creating a positive outlook to The Link's shopping malls and car parks, which have been a major part of many people's lives, said Derek Wong, assistant creative director of DDB.
The agency used a wide-ranging group of models in the ad to relate better to the target audience, many of whom grew up in Government housing estates.
In the TVC, the crowd releases orange balloons, which sail upwards, creating a bright atmosphere, while introducing the company as one that merits trust.
"Probably more than half of the population grew up in housing estates, therefore they have a strong affinity towards them. Giving the management rights of the shopping malls and car parks to an unknown company may cause concern and discomfort from the citizen's point of view. The Link recognises what it is managing is part of ordinary folks, and we want to create an optimistic atmosphere," explained Wong.
The Link has adopted a brand positioning of a forward-moving management company, working towards improvement of the quality of premises, added Debora Chatwin, managing director of Enterprise IG, which created the branding. At the same time, the branding is also "simple and clean" to ensure the public feels familiar and comfortable with the new offering.
Apart from advertising, a website has also been developed by XM Hong Kong. XM director Susana Tsui said that The Link site targets both potential investors and ordinary citizens who are interested in knowing more about the company.
Meanwhile, Citigate has been charged with handling PR for The Link.
The investment trust, established for the IPO, is expected to raise more than HK$20 billion (US$2.5 billion) for the Housing Authority (Media, September 24).