Mall campaign salutes 'aspirational' shoppers in Hong Kong

<P>Hong Kong shopping mall Lee Gardens, which houses international luxury retail names and fine dining venues, has launched a new thematic campaign.</P> <P>"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. </P> <P>'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. </P> <P>"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.</P>