Covering an extensive area, The Hills has been built into a top low-carbon community in Panyu, Guangzhou. It was the only property in China to receive UN Habitat Best Practice Award in 2009.
The project combines both residential and commercial properties and integrates town-houses, villas, high-rise flats, office buildings, shopping streets, hotels and service apartments, offering an ‘eco-friendly’ living environment with residential, commercial and shopping facilities all within five minutes' walk.
The agency said its solid experience and creative expertise in property marketing, as well as true understanding of The Hills project's brand appeal, are the key factors for winning this property account.
Publicis Guangzhou won two other property accounts in Guangzhou last summer, New World Read Estate and GT Land Plaza.
SC Low, General Manager of Publicis Guangzhou, commented: “Partnering with CMPD on building the marketing campaign for The Hills project is particularly meaningful. 'Living a green life for a better Earth' will become one of the key concepts that both Publicis and CMPD embrace when we work together to develop this project.”
Ogilvy Black Arc was the incumbent creative agency, while the client does its media buying in-house. Extensive print and OOH campaigns are currently undergoing in Guangzhou to highlight the major selling points of this complex: green and eco-friendly living.
China Merchants Property Development (CMPD), headquarted in Shenzhen, is a listed arm of China Merchants Group and one of the three core business units of the group. Established in 1984, CMPD is one of the first property development companies in the mainland.
