The campaign, positioning Times Square as a dynamic shopping destination with an extensive range of quality retailers and dining experiences, also highlights the addition of 48 new tenants by the end of the year.
The 'You are what you eat' campaign includes a TVC developed by CTWCM Advertising, which uses a humorous approach to the idea of Times Square being about beautiful people, shopping and dining. The TVC appears on the giant TV wall at the mall as well as on local Chinese channels of TVB and ATV. The campaign includes an outdoor component placed at strategic points in the mall. "What we want the audience to get is that Times Square has a good atmosphere; its trendy and its casual," said KC Tsang, the agency's partner and CD.
The addition of new retail outlets follows the renovation of the basement arcade which links to the MTR. New tenants include jeweller Chow Tai Fook, outdoor sports brands The North Face and Billabong as well as others in the personal care, books, casual wear, leather goods and food categories.
HK mall plays up new tenant mix in retail face-off
Ten-year-old Times Square has rolled out a new campaign to rejuvenate its branding at a time when it faces new as well as newly-upgraded competitors both in its backyard and elsewhere in the city.