September 08, 2006

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Grand Waterfronts

The marketing of Hong Kong property developments is a fascinating field, worthy of top flight study. The general rule is to avoid showing the flats themselves because they tend to be tiny rabbit-hutches, even the most high-end of developments. Instead you either focus on the view, the facilities, the exterior and/or get a celebrity to hawk it. As a case in point, Henderson's Grand Waterfront in Kowloon has been smothering the city with advertisements featuring Jennifer Hawkins, an Australian Miss Universe. The marketing people have shots of Miss Hawkins dressed in the appropriately glamourous style (albeit in the same dress in all the ads) and saying things like "As the new icon of 21st century luxury living dominating Victoria Harbour, Grand Waterfront captures the most majestic sea views" and "Being crowned Miss Universe before a worldwide audience of 800 million was a life-changing moment. I am honoured to be the face of Grand Waterfront, the new icon of 21st century luxury living" and "10 for perfection! The luxuriously-appointed Club@Harbour in Grand Waterfront with 10 exciting theme zones is a realm of indulgence perfectly tailored just for you and me."

Henderson are offering a free shuttle bus to take potential buyers to the developement. Naturally such an event requires luxury catering to go along with the luxury development...right? In the fine print of today's ad:

Premium catering from Starbucks and McDonald's available for show flat visitors tomorrow and on Sunday.
Who knew Macca's had a premium catering division? Do you fries with that?

If Miss Hawkins comes with the flat, then perhaps it's still worth the trip and the Big Mac.


Albeit in a different context, Hemlock today talks about a similar topic:

Yet there is one life form even more pitiable than the miserable wretches who will hand over wealth in exchange for the right to view a drab man with poor dress sense plod around a field trying to hit a ball into a hole. And that is – the Hong Kong, English-language advertising copywriter working on some tacky, overpriced consumer goods account. Like the forsaken and pathetic specimen responsible for making me want to be seen wearing the astoundingly ugly Zenith Defy Xtreme or Defy Classic…I would sooner gouge my own eyes out than run the risk of opening the newspaper and thinking, “that was my work.” The only consolation for the sorry copywriter must be that there is always someone worse off than yourself. Can the human race produce anything more heartbreaking than the person who looks at this ad and decides to buy one?

posted by Simon on 09.08.06 at 08:42 AM in the Hong Kong category.


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sounds like a "grand rort'n'affront" to me!

posted by: Brandon on 09.26.06 at 10:45 PM [permalink]

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