According to PR Communications managing director Eric Chan, Cheung Kong is keen to move away from the traditional property launch:
"We have to create a brand for Cairnhill Crest and sell the 'intangibles' associated with such an upmarket development, not the hard-sell push such as convenient location, price per square foot, facilities and services, etc," Chan said.
He added that PR Communications' extensive experience in representing such fashion brands as Mont Blanc and Louis Vuitton played a key role in winning the business.
PR Communications will hold a launch event and a publicity drive targeted at lifestyle media.
PR Comms to push Cairnhill Crest as a 'fashion brand'
Hong Kong's Cheung Kong Holdings has appointed PR Communications to position its new development, Cairnhill Crest, as a fashion brand.