Hysan Development owns Lee Gardens One and Two, Leighton Centre, Lee Theatre and AXA and Sunning Plazas.
The company has tasked local creative shop Kitchen with developing a new positioning for the Hysan Avenue brand. Consisting of a series of print advertisements, supported by outdoor and online, the campaign - which was unveiled this month - revolves around the tagline ‘Spoil yourself around Hysan Avenue’.
The company has tasked local creative shop Kitchen with developing a new positioning for the Hysan Avenue brand. Consisting of a series of print advertisements, supported by outdoor and online, the campaign - which was unveiled this month - revolves around the tagline ‘Spoil yourself around Hysan Avenue’.
“Hysan Avenue is where haute couture comes together with an urban, high-street feel,” said Catherine Ng, head of marketing, Hysan Development. “Most of our customers are locals and business travellers. Unlike Central or Pacific Place, Causeway Bay is very vibrant day and night — it’s the most dynamic part of Hong Kong.”
Aimed at communicating the area’s choice attributes, one creative execution shows a man at a restaurant, with several waiters dressed in different uniforms lining up to present him with their menu. In another, a stylishly-dressed boy watches a fashion parade, with the line ‘Grow Up. Fashion is not only for adults.’
MindShare handled media planning and buying for the thematic campaign, which is expected to run for at least the next 12 months.
