Chinese excel in PR hype

PUBLISHED : Wednesday, 31 March, 1993, 12:00am
UPDATED : Wednesday, 31 March, 1993, 12:00am


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THE razzamatazz surrounding one of China's most ambitious new developments proved it was now a match for anyone in the publicity stakes.

The opening of the Beverly Villas sales office in Guangzhou at the weekend resembled an American presidential rally.

Thousands of fascinated locals came to see the site of the new suburban estate, while a marching band played enthusiastically throughout the extravaganza.

One lucky home buyer won a black Lexus 400 car in a lucky draw.

Finally, the dozens of photographers were treated to their umpteenth photo opportunity when a host of models were wheeled in to pose.

Guangdong's vice-governor, Mr Liu Weiming, was part of the VIP contingent lending its support to the project.

Each guest was given a souvenir tracksuit emblazoned with the project's name on the back before they left.

All of the hoopla was for the unveiling of a sales office. What it is going to be like when the houses are actually built is beyond comprehension.

One local woman said: ''Nothing like this has ever happened here before. We all just came along to see what it's like.'' More than 200 villas and apartments are being developed jointly by Guang Fa Real Estate company and Hongkong Golden Horse International.

Building work has not started yet but sales agent China Land Property said almost 60 per cent of the first phase units were sold in the first week of marketing.

A golf course, tennis court, hotel and swimming pool will be included in the project.