SATELLITE & CABLE: Hong Kong sees red with Virgin's Star Ferry

<p>The partnership between media specialist Optimum Media Direction </p><p>and advertising agency TBWA to transform a traditional green and white </p><p>Star Ferry in Hong Kong and paint it in the bright red colours of Virgin </p><p>Airlines won a Certificate of Excellence in the Best Use of Media </p><p>category at the 1999 Agency of the Year Awards, organised annually by </p><p>MEDIA magazine. </p><p><BR><BR> </p><p>Virgin Airlines makes extensive use of outdoor advertising in markets </p><p>outside Hong Kong and the client had always been frustrated over the </p><p>limited outdoor opportunities other than neon signs and bus sides. </p><p><BR><BR> </p><p>The strategy was to create a big event for Virgin in Hong Kong to </p><p>coincide with the launch of Virgin's London-Shanghai service. </p><p><BR><BR> </p><p>The launch in Shanghai was later toned down, but the high-profile event </p><p>in Hong Kong went ahead. </p><p><BR><BR> </p><p>This was largely because the client fell in love with the idea - the </p><p>turning point was when a mock-up was shown to the client, which had been </p><p>produced by TBWA Hong Kong's creative department. </p><p><BR><BR> </p><p>In Hong Kong, the ferry was booked for a minimum period of six months - </p><p>and was the first time in the territory's history that a Star Ferry has </p><p>appeared in any colour other than green and white. </p><p><BR><BR> </p><p>The striking yet cost-effective idea generated considerable publicity, </p><p>with widespread newspaper and television coverage and was used for </p><p>promotional purposes by the Hong Kong Tourist Association. </p><p><BR><BR> </p><p>The campaign was extremely cost-effective, particularly given the wide </p><p>amount of press coverage which it generated, both in local and regional </p><p>media - the ferry was featured on CNN and CNBC, for example. </p><p><BR><BR> </p><p>The ferry has become a part of Hong Kong daily life, and OMD said the </p><p>success of the campaign demonstrated that "the simplest ideas are the </p><p>best". </p><p><BR><BR> </p><p>- This ongoing National Geographic Showcase series features selected </p><p>material from winners and other entries in the Best Use of Media </p><p>category in MEDIA's Agency of the Year Awards 1999. </p><p><BR><BR> </p>