Currently, the Lee Gardens targets upscale shoppers and Caroline Centre appeals to mid-range customers.
"It will become a bigger complex with more choice," said Geoff Naus, executive creative director and chairman of McCann-Erickson Guangming Hong Kong, which won the account from incumbent Bates. The agency's task is to increase traffic into the properties and build anticipation of the new shopping experience. Esther Gouw, Hysan marketing manager, said of McCann's recommendation: "It allows us to transition from our current positioning and grow our customer base exponentially after the redevelopment."
Naus added: "We're working on a sustaining campaign, which will morph into something bigger at a later stage."