Title | GOOD VIEW |
Brand | CHEUNG KONG (HOLDINGS) |
Product / Service | HOTELS |
Category | A02. Best Use of Magazines/Newspapers |
Entrant | TBWA\TEQUILA\HONG KONG, HONG KONG |
Entrant Company: | TBWA\TEQUILA\HONG KONG, HONG KONG |
Advertising Agency: | TBWA\TEQUILA\HONG KONG, HONG KONG |
Credits |
Name | Company | Position |
---|---|---|
Mark Ringer | TBWA\ Tequila\ Hong Kong | Executive Creative Director |
Kin Hui | TBWA\ Tequila\ Hong Kong | Creative Director |
Eric Cheung | TBWA\ Tequila\ Hong Kong | Account Director |
Priscilla Wong | TBWA\ Tequila\ Hong Kong | Senior Account Executive |
Patrick Mak | Wide Ocean | Production |
Six major newspapers used the fireworks as their cover story with each fireworks photograph framed within the window of our 'window bag'. To increase exposure, we also gave away newspapers at train stations. The result: Our client received over 900 calls for appointments to visit the property.
Every year, Hong Kong stages a dramatic fireworks display in the harbour. The following day, photographs of the fireworks are invariably on the front pages of all the newspapers. To take advantage of this, we created a special 'window bag' for the newspapers that would frame the fireworks inside our hotels' windows, as if you were looking at the actual view. The translated headline reads "Great views here, every year."
Our client wanted to showcase its hotels' waterfront locations and spectacular views of Hong Kong's famous harbour. Funds were limited, so our client instructed us to come up with an idea that could gain huge attention without a huge budget.