Grey vows to avoid clichéd luxury images for new residential property project

Grey Group Hong Kong won the account after a two-round pitch against O&M, and a few local agencies late last year. There was no media pitch, but the client is in the process of deciding on a media agency for the project.

The residential development is located along the waterfront at Tung Chung and comprises nine towers with more than 1,400 units. It covers over 1.4 million square feet and is expected to be completed by the end of 2014. 

Raymond Lai, deputy general manager of the property department of Nan Fung Development, said: "Seeing the potential of Tung Chung as a strategic location with hundreds of billions of infrastructure facilities including the Airport, Asia Expo and the future Hong Kong-Zhuhai-Macau Bridge, Nan Fung believes that Tung Chung is going to be Hong Kong’s future gateway city, and we need an advertising agency like Grey to translate our vision through first-class communications."

In the property sector, Grey has previously worked on Pacific Century Premium Developments’ luxury Bel-Air residential development and Hong Kong Land’s Serenade in Tai Hang Road.

Danny Mok, the agency's CEO, pointed out that many property ads in Hong Kong have overused clichéd luxury images and that it was time to evolve and "bring a refreshingly different creative angle to promote the quality lifestyle in this new residential project".

Mok added that Tung Chung, which has not had a new large residential property project for the past eight years, is a ‘hidden gem’ in Hong Kong, due to its closeness to natural greenery, vibrant international community, 30-minute journey to Central and proximity to the airport.