Towngas looks to shore up 'relevance' in HK

<P>Towngas has launched its first branding campaign in a decade, marking a shift in its strategy of recent years.</P> <P>Prior to the new 'Passion for life' campaign, Towngas focused on product and business initiative campaigns. These ran alongside a number of activities revolving around promotions for the elderly, the young and the under-privileged. Towngas has been put under increasing pressure by fellow utilities suppliers Hongkong Electric and China Light & Power; the campaign is aimed at retaining its relevance among customers.</P> <P>Developed by FCB, with PHD handling media planning and buying, the push is being led by TV, with print and outdoor executions supporting the campaign. The spot utilises the iconic Towngas blue flame, and shows a variety of consumers in everyday situations passing the flame between them.</P> <P>"The flame represents Towngas and it is also the symbol for people's passion," said Wong Sau Ying, head of corporate communications, Towngas. "We felt that we really wanted to try and cover all walks of life when talking to our customers." </P> <P>The first phase of the campaign is expected to run for about six weeks until the end of October.</P>