Y&R wins West Tower creative

The West Tower complex will be among the ten highest buildings in the world, with a height of 432 metres. It will house a shopping mall, offices for mainly finance-related multi-national companies and a Four Seasons Hotel. West Tower is due to open in time for the 2010 Asian Games, where Guangzhou is the host city.

Y&R will be responsible for all brand strategy and communications for West Tower, the first marketing campaign will roll out at the end of this year.

“We believe the client appreciated our creative strategy and planning,” said Michael Xia, general manager of Y&R Guangzhou. “The experience of Y&R Taiwan in handling the creative account for Taipei 101 also played a significant part for us in winning the account.”

“Our challenge now is how to run the various marketing campaigns in the critical timeframes that suit the parties involved, such as the tenants and the Government departments for the Asia Games,” he added.

The Southern China real estate developer Yuexiu Group owns the West Tower property project, and New World Development has won the bid for the land to build the East Tower section of the Guangzhou Twin Towers.