Shopping complex Harbour City has rolled out the latest burst in an extended branding campaign, which seeks to drive home the message that the complex has expanded.
Led by three TVCs, the campaign — developed by local creative boutique AllRights
Reserved — also includes print executions. One of the ads features an iconic shot of the Star Ferry, while another shows a rich woman at a dinner party admiring her luxury garments.
"We are targeting the middle to upper segment of consumers as we have created a whole new floor with over 15 luxurious brands, plus the addition of new and exclusive brands," said Karen Tam, Harbour City's manager, promotions and advertising. "We wanted to further reinforce the fact that Harbour Centre is the largest shopping mall in HK, and that we offer our customers the widest choice."
