香港英文房产提案 房地产业

香港英文房产提案 房地产业 Promotional CampaignsIntegrated Communication Plan for the Launch of the St. George Building Prepared for : Allied Properties HK Ltd. Promotional Campaigns Agenda Introduction and Strategy 10min Creative 45min PR Program 15min Interactive Program 10min Media Plan 10min TOTAL 90MIN Promotional Campaigns Agency Task To create an ever-lasting value for the St.George Building and a successful sales record Promotional Campaigns Property Market Update Satisfactory results of land auction reflected confidence regain. According to the Land Registration there were over 58800 property transaction of HK150 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-low segment. Promotional CampaignsProperty Market Update cont’d The average value of a transaction was HK2.56million in the first half of 1999. There was a drop of 8.24 as compared with the second half of 1998. Promotional Campaigns Competitive Framework 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 Campaigns Competitive Framework cont’d The St. George Building vs Traditional houses at Kadoorie 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 Campaigns Potential Target Group Demographics Aged 35 or above married couples with kids High income group. Probably are the businessmen senior executives professionals and entrepreneurs. Even property investors. Promotional Campaigns Potential Target Groups Psychographics : Educated Intellectual Open-minded Had achievement in life. Appreciate high value product 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 Campaigns Potential Target Groups Not up-starts. They are truly affluent people and exposed to the world. Believe in Location Location 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 CampaignsAnything behindSt.George Building Promotional Campaigns Intangible Values... Western HeritageStylish Honorable Cultural Promotional Campaigns Tangible Values... 360 panoramic view Carpark Ratio Best school network 1:1.5 Rare tranquility and Special luxury packagegreenery in the heart of Kowloon. Prestigeous convenient Large units sizes location at Kadoorie Hill 2000 - 3000 sq.ft Promotional Campaigns Core Values Kadoorie Hill Prestige Panoramic view Jaguar Superb mgt Modern outlook serviceConvenience Tall St. George Building Indoor Heritage swimming pool Training programs with famous trainers Large flats Stylish Advanced club facilities Greenery Honorable Promotional 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 CONTEMPORARY LIVING Promotional Campaigns Our PropositionSt. George Building sets the highest standard ofprestigious ideal home for a new generation on KadoorieHill. The Tregunter on the uncomparable Kadoorie Hill. Promotional Campaigns 360 Communication Strategy TVC Interactive Print Ad Programs Advertorial / PR WrapperVCD/ Sales Video/ Radio Brochure Outdoor Billboard Promotional CampaignsPublic Relations Activities for St. George Building Promotional Campaigns PR Objectives To support advertising in communicating 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 Campaigns