Redwood delivers custom title for HK supermarket

<p>HONG KONG: Supermarket giant Park 'n' Shop has launched a custom </p><p>lifestyle magazine for its customers in Hong Kong and Macau through </p><p>Redwood Asia-Pacific. </p><p><BR><BR> </p><p>Targeted at its female customers, the bi-monthly ParknShop magazine has </p><p>an initial print run of 600,000 copies distributed through the chain's </p><p>200 stores in both cities. </p><p><BR><BR> </p><p>Customers receive a free copy with purchases of more than HK$100 </p><p>(US$13). </p><p><BR><BR> </p><p>Market observers said the move made better sense than simply rolling out </p><p>a television-brand campaign given the super-competitive trading </p><p>environment of the category. However, to announce the launch of the </p><p>magazine, the chain has rolled out a TV campaign through its agency DDB. </p><p>"We positioned the magazine for the smart, modern housewife to find </p><p>practical ideas and inspiration," said a spokesperson for Park 'n' </p><p>Shop. </p><p><BR><BR> </p><p>The company will rely on advertising to defray the cost of producing </p><p>arguably the biggest-distributed title in Hong Kong. </p><p><BR><BR> </p>