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1、Promotional CampaignsPromotional Campaigns Integrated Communication Plan for the Launch of the St. George Building Prepared for : Allied Properties (HK) Ltd. Promotional CampaignsPromotional Campaigns Agenda Introduction and Strategy10min Creative 45min PR Program15min Interactive Program10min Media
2、 Plan10min TOTAL90MIN Promotional CampaignsPromotional Campaigns Agency Task To create an ever-lasting value for the St.George Building and a successful sales record ! Promotional CampaignsPromotional Campaigns Property Market Update Satisfactory results of land auction reflected confidence regain.
3、According to the Land Registration, there were over 58,800 property transaction of HK$150 billion in the first half of 1999. 4% increase in number of transactions and 3% drop in terms of value, as compared with the second half of 1998. It indicated that most of the transactions were from middle-to-l
4、ow segment. Promotional CampaignsPromotional Campaigns Property Market Update (contd) The average value of a transaction was HK$2.56million in the first half of 1999. There was a drop of 8.24% as compared with the second half of 1998. Promotional CampaignsPromotional Campaigns Competitive Framework
5、Districts: Kadoorie Hill vs the Peak Repulse Bay Kau To Shan Our edges: Common Prestige value of living in a fashionable districts + Niche: Convenient city center location Promotional CampaignsPromotional Campaigns Competitive Framework (contd) The St. George Building vs Traditional houses at Kadoor
6、ie Hill : Additional elements: modern new contemporary superb hotel-styled management “home-office” facilities advanced facilities in gym ie sun light indoor swimming pool a Jaguar . Promotional CampaignsPromotional Campaigns Potential Target Group Demographics Aged 35 or above, married couples with
7、 kids High income group. Probably are the businessmen , senior executives, professionals and entrepreneurs. Even property investors. Promotional CampaignsPromotional Campaigns Potential Target Groups Psychographics : Educated Intellectual Open-minded Had achievement in life. Appreciate high value pr
8、oduct not only in terms of cash value but in true value. Look for quality stuffs and know how to enjoy life. Have avant-garde taste. Promotional CampaignsPromotional Campaigns Potential Target Groups Not up-starts. They are truly affluent people and exposed to the world. Believe in Location , Locati
9、on , Location Family oriented - they are the next generation of the elite class of the society, so they are especially conscious about the future development of their next generation. Promotional CampaignsPromotional Campaigns Anything behind St.George Building ? Promotional CampaignsPromotional Cam
10、paigns Intangible Values. Western Stylish Cultural Honorable Heritage Promotional CampaignsPromotional Campaigns Tangible Values. 360 panoramic view Best school network Carpark Ratio 1:1.5 Rare tranquility and greenery in the heart of Kowloon. Special luxury package Large units sizes 2000 - 3000 sq.
11、ft Prestigeous & convenient location at Kadoorie Hill Promotional CampaignsPromotional Campaigns Core Values St. George Building Modern outlook Superb mgt service Indoor swimming pool Large flats Advanced club facilities Training programs with famous trainers Tall Jaguar Kadoorie Hill Prestige Herit
12、age Greenery Honorable Stylish Convenience Panoramic view Promotional CampaignsPromotional Campaigns Selling Strategy Price is not a key issue. Value (of living comfort, of convenience, of investment) is everything Best support to Genuine Value: LOCATION, LOCATION, LOCATION KADOORIE HILL + MODERN CO
13、NTEMPORARY LIVING Promotional CampaignsPromotional Campaigns Our Proposition St. George Building sets the highest standard of prestigious ideal home for a new generation on Kadoorie Hill. (The Tregunter on the uncomparable Kadoorie Hill.) Promotional CampaignsPromotional Campaigns 360 Communication
14、Strategy TVC Radio Advertorial / Wrapper Print Ad Outdoor Billboard VCD/ Sales Video/ Brochure PR Interactive Programs Promotional CampaignsPromotional Campaigns Public Relations Activities for St. George Building Promotional CampaignsPromotional Campaigns PR Objectives To support advertising in com
15、municating Kadoorie Hill as the oasis of Kowloon - a place well recognised to house the rich and famous, in the past, now and in the future To create momentum and interest in the property before the launch To create noise and traffic for the launch Promotional CampaignsPromotional Campaigns Public R
16、elations Approach Building Prestige Rational Experimental Interactive Promotional CampaignsPromotional Campaigns Pre-launch Programmes to build prestige for Kadoorie Hill & St. George Building Promotional CampaignsPromotional Campaigns “Kadoorie Hill Walk For A Million” 加多利山名人慈善百萬行 An event involving millionaires for a charity walk on Kadoorie Hil
