Jenny Chan 陳詠欣
Oct 3, 2013

Landmark seeks to calibrate shoppers to 4-in-1 luxury retail proposition

HONG KONG - Eleven agencies—namely 3 Screens, Carat, DraftFCB, FleishmanHillard, iProspect, Isobar, Omnicom Media Group, Pentagram, PHD, Tribal and SCMP Marketing Solutions—all had a hand in a new number-focused branding campaign for Hong Kong's Landmark shopping centres.

Landmark seeks to calibrate shoppers to 4-in-1 luxury retail proposition

Landmark has launched the major campaign to reinforce the luxury retail spot's rich diversity of offerings and remind shoppers that there are four (not one) shopping destinations under the Landmark brand.

The property portfolio in the Central area of Hong Kong includes four buildings: Landmark Atrium, Landmark Alexandra, Landmark Chater and Landmark Prince's.

The campaign visuals play around with numbers to show Landmark's attributes: '4 Buildings 1 Name', '3 Generations 1 Name', '9 Michelin Stars 1 Name', '20 Craftsmen, 1 Name'.

“The essence of the new campaign is not only to reinforce Landmark's heritage, prestige and sophistication, but also bring out Hong Kong shoppers’ memories of luxury shopping and aesthetic lifestyle experiences, which stand above all others since 1904,” said Raymond Chow, executive director of Hongkong Land, in a press release.

The campaign covers outdoor, print, and digital channels, together with a comprehensive online presence on the official website, Facebook page, Sina Weibo account, and an Instagram channel curated by Hong Kong fashion stylist Tina Leung.

In particular, print insertions were bought on Ming Pao and SCMP with special ‘heritage’ themed wrap covers—featuring old front pages from the 1960s, '70s and '80s.

The South China Morning Post, for example, provided its old logo used during the decade of the thematic front cover, and utilised old print production techniques to create wrap covers with the Landmark advertising gatefolded inside.

Landmark houses around 30 flagship stores of top-tier luxury brands, and 208 fine stores and restaurants overall.

Hongkong Land started to boost the Landmark brand back in March 2012. Landmark-related campaigns are meant to survive another decade, according to a past interview with David Martin, head of retail of Hongkong Land.

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