Texon splashes brand blitz across outdoor network

<p>HONG KONG: Texon International has rolled out an irreverent and </p><p>edgy brand campaign, which makes extensive use of its new pan-Hong Kong </p><p>outdoor network. </p><p><BR><BR> </p><p>Its chief executive Shirley Dirkin said the outdoor operator is spending </p><p>another HKdollars 1 million (USdollars 128,000) outside its network to </p><p>run the campaign in print. </p><p><BR><BR> </p><p>The decision to use its network has been driven by the growing incidence </p><p>of direct client approaches Texon has received in the past 12 months </p><p>since the deal with Kowloon Motor Bus (KMB) allows it to start offering </p><p>pan-Hong Kong coverage. </p><p><BR><BR> </p><p>Dirkin added: "We are using our shelters to reach a diverse group of </p><p>marketing managers, from ones sitting in the industrial areas in Kowloon </p><p>to those sitting in Central." </p><p><BR><BR> </p><p>M&C Saatchi developed the bilingual campaign which, Dirkin said, </p><p>reinforces the message that Texon offers advertisers greater impact for </p><p>the different target markets they need to reach. </p><p><BR><BR> </p><p>Three executions have been created, each one addressing a local target </p><p>audience - teen couples, mahjong-playing housewives and mid-20s office </p><p>ladies. </p><p><BR><BR> </p><p>The twist in the campaign is the contrasting characteristic of each </p><p>audience - the family-oriented housewife wants to run off with screen </p><p>idol Chow Yun Fat; the office lady who has a PhD and enjoys Hello Kitty </p><p>merchandise; and teens who want to marry, have kids yet remain young, </p><p>free and single. </p><p><BR><BR> </p><p>"This campaign is about putting a personality and flesh to our image and </p><p>is an evolution of the campaigns we have run since rebranding Texon in </p><p>1998," said Dirkin. </p><p><BR><BR> </p><p>Three bursts of the campaign are planned before year-end. </p><p><BR><BR> </p><p>According to Dirkin, Texon has been able to go after a number of </p><p>first-time clients such as supermarket chain Wellcome, as well as </p><p>expanding into categories such as real estate, consumer goods, movies </p><p>and compact discs since it grew its network from 2,000 to about 3,500 </p><p>bus panels through last year's KMB deal. </p><p><BR><BR> </p>