The multimillion-dollar Tung Chung-Ngong Ping cable car project handed the assignment to M&C Saatchi following a multi-agency tender in October.
David Clare, general manager of Skyrail ITM, the Cairns-based company managing the Lantau island project, confirmed M&C had been appointed, but said it was too early to discuss its marketing communications activities. M&C's task is expected to include development of a logo, positioning, brand architecture and collaterals in the initial marketing communications phase of the project, which is due to open in 2006.
The development includes a 5.7km cable car link as well as a themed tourism village, which is being built at the Ngong Ping end, site of an existing attraction, a giant Buddha statute, said to be the world's largest.
Skyrail, a specialist operator of cable car systems and tourist attractions such as Sydney's Taronga Sky Safari, was hired by the project's developer, Hong Kong's Mass Transit Railway Corporation to manage the attraction. Home to Chek Lap Kok Airport, the upcoming Disneyland and an exhibition centre, Lantau has been earmarked for development as a major travel and tourism hub.
M&C scoops job to brand new HK tourism offering
M&C Saatchi has scooped the brief to create a brand identity and positioning for a tourism attraction on an island off Hong Kong.