Hongkong Land goes outdoor to plug Xmas

The Ogilvy-developed campaign -- 'Christmas deserves nothing less' -- takes a humorous look at how far shoppers will go to create a unique Christmas experience. "The thinking is that most people who have everything go the extra mile to create a unique experience for themselves and their family at Christmas. These are (consumers) with an international mindset," said Phyllis Leung, Hongkong Land's brand manager for Central. "Last year, the campaign was driven by print and largely DM. This year, the strategy is to develop an overall brand campaign. It will run throughout December." Hongkong Land, Central's largest property developer, has Alexander House, Prince's Building, Chater House and The Landmark in its property portfolio. The group developed the Central brand about five years ago. Hongkong Land also plans to roll out a Christmas booklet, which will be designed in-house. The book will be mailed to 10,000 people on Hongkong Land's database and distributed at Cenrtal retail outlets. According to Leung, the mailer features 100 products exclusively available at luxury brand name stores in Central, as well as articles written by local personalities. "These people will share their Christmas memories and offer advice for entertaining during the holiday (season)," Leung added.