Hongkong Land Destination branding

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Hongkong Land is one of Hong Kong’s oldest and most respected property developers and property managers, with iconic properties in the Central district of Hong Kong Island. While this area has traditionally been considered the pre-eminent location for a business address, it has recently face increased competition from new developments.

To promote the benefits of living, working, shopping and dining in Central, Hongkong Land wanted to create renewed interest in the area drawing people, prospective tenants to Central.

What was required? A brochure? New sales materials? Something bigger, bolder and different was called for – something that the marketplace had not seen before.

In 1999, The Brand Union was commissioned to give expression to a new concept brand called “Central”.

Owing to Hongkong Land’s historical prominence in the Central district of Hong Kong Island, the proposition was that by building a positive identity around “Central”, it would in effect support the extensive interests of Hongkong Land, i.e. all their properties – retail and commercial. So, the equation was to link or own the district, such that people would think Hongkong Land equals Central equals Hongkong Land.

By taking this route, it would clearly set Hongkong Land apart in an industry that is known primarily for communications featuring glossy brochures and hyperbole.

Preceding the development of this branding strategy, Hongkong Land had been making many changes to improve the overall environment in and around their properties in Central.

Changes included:

• New-look Landmark – prestigious shopping concourse and office towers
• Refurbishment of Prince’s Building – retail and commercial building
• Chater House opening in 2002 – a new building that will dominate the centre of Central
• Improved bridge network linking the properties
• Multiple new flagship store openings of world-class luxury brands
• Entertainment programs enlivening the retail environments
• Variety and quality of restaurants and clubs; Starbucks, MAX Concepts
• Exchange Square Podium refurbishment

We were tasked to make “Central” the undisputed centre by giving it an attractive visual identity and personality that would reflect these changes, and promote Central’s status as the financial district and home to the world’s leading fashion names in Hong Kong.

Central is hotter than ever. It is the cosmopolitan heart of Hong Kong – a fusion of vitality and life. The fifth Avenue of the Far East. Alive day and night with shoppers and executives at work and play. Central is the centre for all things new and exciting.

It's where Hong Kong gets its buzz.

After exploring a number of routes for a symbol, we moved towards a branding device comprising logotype only. Our support for doing so can be found in the "company of brands" which are located within Hongkong Land's own retail portfolio. Most of the prominent luxury brands consist of logotype only. Examples: Gucci, Fendi, Escada. The Central signature is used on all communication materials featuring the retail and commercial properties within the Hongkong Land portfolio, linked together with Hongkong Land's own logomark as an endorsement.

Hongkong Land's Central was then visually brought to life through a communications campaign using TVC, print and outdoor advertising.

Sophisticated black and white imagery was used to create an individual look that was used throughout all the communications channels.

The core campaign was also supported throughout the year with tactical promotions that follow the same distinct style.

The Central brand is now seven years old. The communications campaign evolves each season and continues to attract attention with its dramatic outdoor advertising displays. The 2007 communications platform asks the question: "Are you Central?"