Favorview Palace previously worked with a local Guangzhou-based agency.
Despite the global financial crisis, property market trends in Guangzhou and Shenzhen suggest an upturn in April and May. Favorview Palace recorded Rmb $1.8 billion (US$263 million) in turnover during in the first half of 2009.
Anthony Yeung, MD of McCann Erickson Guangzhou, said: “The client is doing well in term of sales, thanks to the property speculation craze which returned in Q1 this year. This is a welcome surprise considering the recession".
Yeung noted the client wants to move away from traditional “flamboyant” and “hedonistic” property ads in Guangzhou and work with a 4As agency to build a longer-term brand status. The brand’s positioning will focus on cultural heritage and illustrate the apartments as “inheritable mansions in a close-knit community.”
McCann will work on strategy, brand-building and creative. Favorview conducts its media planning and buying in-house.
This is the second property client that McCann-Erickson Guangzhou has worked on after scooping Star River Property’s account in early 2008.
Despite the global financial crisis, property market trends in Guangzhou and Shenzhen suggest an upturn in April and May. Favorview Palace recorded Rmb $1.8 billion (US$263 million) in turnover during in the first half of 2009.
Anthony Yeung, MD of McCann Erickson Guangzhou, said: “The client is doing well in term of sales, thanks to the property speculation craze which returned in Q1 this year. This is a welcome surprise considering the recession".
Yeung noted the client wants to move away from traditional “flamboyant” and “hedonistic” property ads in Guangzhou and work with a 4As agency to build a longer-term brand status. The brand’s positioning will focus on cultural heritage and illustrate the apartments as “inheritable mansions in a close-knit community.”
McCann will work on strategy, brand-building and creative. Favorview conducts its media planning and buying in-house.
This is the second property client that McCann-Erickson Guangzhou has worked on after scooping Star River Property’s account in early 2008.
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