Named Ngong Ping 360, the cable car ride is the city's newest tourist attraction. It targets mainland tourists and local families. Still under construction, the attraction -- based on Lantau Island, west of Hong Kong -- combines a 5.7 kilometre cable car ride from Tung Chung with a cultural village and the Tian Tan Big Buddha, the world's largest seated, outdoor bronze statue.
M&C Saatchi was tasked with developing the logo, positioning and brand development after prevailing in a multi-agency tender last October. The name 'Ngong Ping 360' was selected to highlight the 'scenic journey' as a 'journey of discovery'. According to Susan Tse, director of sales and marketing Skyrail-ITM Hong Kong, the name 'Ngong Ping' was chosen because of the area's cultural heritage.
The '360' part of the name conveys the idea of panoramic views, while at the same time, figuratively expressing the idea of a completed journey. "The journey itself may change your life," she said.