Hong Kong shopping mall Lee Gardens, which houses international luxury retail names and fine dining venues, has launched a new thematic campaign.
"Shoppers who visit Lee Gardens are well-educated, have a sharp shopping sense and enjoy life's pleasures to the full. This campaign is a salute to them," said Keith Ho, executive creative director, Grey Worldwide Hong Kong.
'The Etiquette of Lee Gardens' campaign uses print, outdoor and ambient advertising. Each of the ads addresses a different aspect of the shopping centre: lifestyle, fashion, dining and kids.
"We sought to create aspirational communication for our target shoppers to come and visit Lee Gardens," said Diana Kwok, marketing manager of Hysan Development, the mall's developer.