Launched late last month, the two TV spots -- 'Panorama' and 'Spa residence' respectively -- aim to position the new development as the 'Gem of the city'. A third spot promoting the developer's 'Garden suite' will air once the initial burst has concluded.
"With years of successful development, the launch of Disneyland and massive transportation improvements, the new phase of Discovery Bay will leverage on this potential and position itself as 'Chianti, gem of the city'," said Mateo Chien, chief executive officer of Live-China, which handled the campaign. "Each TV spot is designed to highlight the uniqueness and scarcity of this development."
Shot and produced in Australia, the ads are expected to run for the next six months on terrestrial and cable TV. Set to upbeat music, the first spot offers consumers fleeting glimpses of stylishly-dressed talent amid bursts of light, with particular focus on the diamonds around a woman's neck. The second spot is much quieter in contrast, and uses a heavily-stylised water theme to draw a parallel with the 'Spa Residence', in which the bubbles are made to resemble diamonds.
Hong Kong Resort has allocated HK$30 million (US$3.8 million) for the entire advertising campaign, which also includes mass-media executions across print, advertorial and outdoor channels.
