Jing An Kerry Centre chooses IPG as marketing communications partner

The agencies will be responsible for developing a fully integrated marketing communications programme commencing in the second half of 2011 and continuing through the property’s grand opening in late 2012 and beyond.

The Jing An Kerry Centre is an integrated development in the key business and expatriate-friendly district of Jing An district in Shanghai. The large-scale development of 450,000 square metres consists of prime retail, offices, residences and the Jing An Shangri-La Hotel. It is slated to open in the 4th quarter of 2012.

“As Jing An Kerry Centre enters into an advanced stage of content development, we wish to strengthen marketing communications to articulate our brand positioning and effectively engage stakeholders across the board,” said Norman Chan, senior commercial director at Kerry Properties, which owns the Jing An Kerry Centre.

The IPG agencies will work closely with Jing An Kerry Centre’s marketing and communications team to maximise synergy to build a distinctive 'area brand'. Their primary brief is to develop a fully integrated marketing communications programme for business audiences, prospective retail partners and consumers in Shanghai in the run-up to opening of Jing An Kerry Centre and beyond. They will also support the development of the district as a 'destination landmark' in the heart of Shanghai.

This is the first such project for this type of collaboration, although each of the IPG agencies has previous experience with property clients such as Swire Properties, Sun Hung Kai, Sinoland, Wing Tai Asia and Shui On.