Property giant ups 'exclusive' appeal

Hongkong Land has kicked off a new campaign titled 'Sparkle in Central', to promote the lifestyle elements of a number of retail locations through a series of invitation-only lifestyle workshops. Organised and hosted by several premium brands, including Adler, Piaget, Louis Vuitton and Tiffany & Co, the on-ground events feature some of the brands' top executives providing insights into their respective industries. Allen Adler, president of Adler Group, was scheduled to talk about the mining, cutting polishing, designing and crafting of gems and jewellery. "(We want) to reinforce Central as the premier luxury and lifestyle destination in Hong Kong, one that offers discerning Centralites an unrivalled choice of world-renowned and home-grown jewellery, watch and accessory brands to indulge in," said Raymond Chow, Hongkong Land executive director, commercial property. "The campaign aims to offer a service beyond the marketing of luxury products. Lifestyle workshops allow shoppers to get up close and personal with their favourite brands." Launched last week, the push is focused on "affluent, discerning, fashion-conscious shoppers", who are keen followers of fashion trends. Running alongside the workshops are a series of high-quality direct mail catalogues featuring premium brands and products from the latest collections.

by | 06/29/2006

Hongkong Land has kicked off a new campaign titled 'Sparkle in Central', to promote the lifestyle elements of a number of retail locations through a series of invitation-only lifestyle workshops.
 
Organised and hosted by several premium brands, including Adler, Piaget, Louis Vuitton and Tiffany & Co, the on-ground events feature some of the brands' top executives providing insights into their respective industries. Allen Adler, president of Adler Group, was scheduled to talk about the mining, cutting polishing, designing and crafting of gems and jewellery.

"(We want) to reinforce Central as the premier luxury and lifestyle destination in Hong Kong, one that offers discerning Centralites an unrivalled choice of world-renowned and home-grown jewellery, watch and accessory brands to indulge in," said Raymond Chow, Hongkong Land executive director, commercial property.

"The campaign aims to offer a service beyond the marketing of luxury products. Lifestyle workshops allow shoppers to get up close and personal with their favourite brands."

Launched last week, the push is focused on "affluent, discerning, fashion-conscious shoppers", who are keen followers of fashion trends.

Running alongside the workshops are a series of high-quality direct mail catalogues featuring premium brands and products from the latest collections.