The agency will provide Star River Properties with brand strategy, creative services, above-the-line production, and events planning for its phase five residential property development, along with the launch campaign for its phase six development and a development on the Star river peninsula in Guangzhou.
“The client used a local agency before and it’s the first time they are using an international agency,” said McCann Guangzhou group account director Szeman Cheng. “It hopes to try a different advertising approach for these high-end properties, which target a well-heeled clientele.”
Star River property was founded in 1994, and has kicked off a nationwide development plan via new projects located in Shanghai, Beijing and Taiyuan in 2008.