Shanghai, China, November 25, 2009 --(PR.com
)-- Hines “Discover California” Campaign enables California Place in Shanghai to sell out in two weeks.
Ortus Group, a leading integrated marketing communications agency in Shanghai, played a key role in the successful launch of a new residential property in Shanghai, selling out 482 of 484 apartments of its’ Shanghai New Jiangwan Project—California Place Phase I, in less than two weeks since it opened for sale. Ortus’ “Discover California” campaign created strong awareness for the property resulting in a line of over 800 people forming on the eve of the sales launch.
Hines new residential development in Shanghai, called California Place, offers a “California living” style to complement the cosmopolitan lifestyle that Shanghai residents desire.
To promote the property ahead of its launch, Ortus developed a campaign centering on educating potential buyers on a California style of living. The “Discover California” campaign managed to achieve unprecedented results in creating awareness in Shanghai about the launch of California Place and also to showcase the sights, culture and lifestyle of California. The overwhelming response can be attributed to the integrated nature of the campaign which combined PR, events and advertising to deliver the solution that achieved the maximum impact.
To generate publicity, Ortus created a website as a platform for visitors to attempt a short quiz based on “California Living”. Visitors to the website had an opportunity to win a trip to California to experience first-hand, all that California has to offer. Through the quiz, participants were able to understand the Californian lifestyle with the ultimate prize being a trip to California itself. This online campaign succeeded in generating interest and focused the attention on California Place which mirrors the style of living in California. Three winners were picked in a lucky draw at an event to celebrate the successful launch of California Place.
An integral part of the Discover California campaign was the launch of Hines California Place Marketing Center, in May 2009 which provided the opportunity for Hines to showcase the property to potential buyers. The for the event, attended by various prominent national and international media generated more than RMB 2 million worth of media coverage for California Place.
“We specialize in developing integrated marketing communications solutions for our clients and the integrated nature of this campaign managed to create a huge impact on the publicity for Hines and for California Place,” commented Catherine Hu, General Manager of Ortus. “We are proud of our achievements in helping Hines to exceed their marketing objectives.”
In 2009, Ortus PR and Ortus Events were awarded the task of organizing the launch of Hines California Place Marketing Center, as well as creating a PR campaign to create awareness for California Place. For Ortus PR, the scope of responsibilities includes proposing and implementing all public relations activities such as the drafting of press materials, and press conference management as well as the design and conceptualizing of the “Discover California” website. Ortus Events were in charge of planning, executing as well as managing the Launch of the Marketing Center.
About Ortus PR & Ortus Events
Ortus Public Relations is a full-service public relations agency that delivers cost-effective and measurable results for our clients in the China market through creative PR initiatives, both strategically and tactically. Ortus Public Relations is a member of Ortus Group.
Ortus Events is a total-solutions provider for event-based communications campaigns in China. From strategic positioning of events to creative concept planning, production execution and implementation and on-site or crisis management, our team of professionals delivers smooth and hassle-free events. Ortus Events is a member of Ortus Group.
A provider of integrated marketing communications (IMC) services in China, Ortus Group consists of four independent agencies: Ortus Advertising, Ortus Public Relations, Ortus Events and Archiive. With the different areas of specialization, we are able to deliver creative, effective, and intelligent solutions that will make your brand rise above the competition. For more information, please visit our website at: www.ortusgroup.biz
For more information:
Ortus Group Shanghai
Tel.:+86 21 6380 6338 ext. 640
Fax: +86 21 6380 6554