GOOD VIEW

TitleGOOD VIEW
BrandCHEUNG KONG (HOLDINGS)
Product / ServiceHOTELS
CategoryA02. Best Use of Magazines/Newspapers
EntrantTBWA\TEQUILA\HONG KONG, HONG KONG
Entrant Company:TBWA\TEQUILA\HONG KONG, HONG KONG
Advertising Agency:TBWA\TEQUILA\HONG KONG, HONG KONG

Credits

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

Results and Effectiveness

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.

Creative Execution

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."

Insights, Strategy and the Idea

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.