Sun Hung Kai Properties Limited (SHKP) won a 30th Anniversary Award for Achievement in Marketing Excellence from the Hong Kong Management Association (HKMA), in recognition of the company's innovative marketing strategies that accentuate its commitment to developing premium properties.
The anniversary award is an honour of the HKMA / TVB Awards for Marketing Excellence, an industry event to commend companies and practitioners for outstanding marketing and also help elevate industry standards. SHKP has won many awards for projects since 2000, including recognition for YOHO Town, The Leighton Hill, Manhattan Hill, The Arch and apm. Both YOHO Town and The Leighton Hill won a gold. SHKP Deputy Managing Director Victor Lui said that SHKP were thrilled to receive the anniversary award recognizing the company's marketing strategies for residential projects and shopping malls. The distinction reflected the results of effort by sales and marketing teams. SHKP will continue developing premium properties and offering quality management and customer service to give homebuyers, residents and shoppers distinctive experiences. More exceptional marketing programmes will be introduced to draw people with fresh appeal. The following is an overview of SHKP's marketing of The Leighton Hill and YOHO Town, which both struck gold in the industry event.
The Leighton Hill in Happy Valley, which commands a sweeping view of the racecourse, is a signature, high-end SHKP residential development. The deluxe residence is widely praised for its advantageous location, exceptional views and fine materials and amenities, complemented by its elite aura. SHKP opened a Leighton Hill show flat that cost HK$50 million – the most expensive of its kind at the time – as part of its campaign to shape the image that drew media attention and extensive coverage. An illumination ceremony in relation to its publicity campaign was held at a hotel to give people a feel of The Leighton Hill's opulence with palatial-style garden replete in lush greenery and distinctive clubhouse of impressive grandeur. The Leighton Hill went on the market in late 2000 during a sluggish economy, but still nearly 90% of the units were sold in three weeks. An effective market positioning and the creation of an identifiable image helped contribute to the success.
YOHO Town went on the market when Hong Kong was in the midst of SARs, but SHKP stayed with its goal of putting its Building Homes with Heart belief into practice and executing an effective marketing strategy to boost customer confidence in the property market. A project developed on the basis of the company's perspective of 'Sha Tin today is Yuen Long tomorrow', YOHO Town was marketed as a happy community catering to young buyers with discerning taste. Media in the campaign included bus stops, bus exteriors and television and print ads, along with exhibitions in SHKP malls and a lifestyle magazine specially designed for YOHO Town. Additional interest in YOHO Town was fueled by the development's value-added initiatives like YOHO Dine and YOHO Maid to provide residents with dinner express and cleaning service. The brand-building effort paid off and the market was so impressed by the exceptional life that YOHO Town was going to offer, and the campaign was acclaimed as a model of powerful marketing.