The push aims to promote improved facilities available at the HKCEC when its second expansion and facelift is complete by early 2009.
The ads are both tactical and image building: one focuses on the expansion itself, while the other features the tagline "Outstanding in every way in the centre of Hong Kong". "Our brief is to reinforce Hong Kong as a great exhibition destination, tapping potential customers in Asia-Pacific (by promoting) the excellent transportation system and city life," said Simon Squibb, MD of Fluid Design & Marketing, which created the campaign.
The ads will run in titles such as Exhibition World, Trade-show Week and m+a Report, in Europe and North America.
