Niseko Japan eyes affluent Asians

Ogilvy beat M&C Saatchi, Bang and Lloyd Northover to the account for Annupuri Land, which is developing the resort and residence project in Hokkaido.

The Hong Kong team will develop a campaign targeting affluent people in Hong Kong and other Asia-Pacific markets. The resort, which will feature an 80-room hotel plus 150 homes, opens in 2010, though sales of the residential properties will start in the fourth quarter of 2008.

Gladys Wong , general manager of Ogilvy & Mather Hong Kong, said the client was looking for an agency that had handled this type of project before. “Our experience in high-end property projects is one of our valuable assets,” she said.

Wong added that Hokkaido was already a very popular travel destination for people from Hong Kong.
“Our challenges are to consolidate the brand strategy and positioning, following which we will develop the marketing and communication materials for the launch and create a strong impact in Hong Kong,” she said.