'Card trick' introduced

GoCart will today launch a postcard advertising service it claims provides an effective medium for businesses, charities and services to contact difficult-to-reach consumers.

The company has placed 50 postcard racks in various bars, restaurants and movie theatres around Hong Kong. Each rack holds 12 cards and features advertising for consumer products, restaurants, beverages and charities.

For a minimum $18,000 per month, advertisers receive 10,000 cards which are printed and distributed by GoCart. Advertisers have to supply the artwork and, for each month they continue the service, they receive a discount.

A three-month print run costs $48,600 for 30,000 cards, including a 10 per cent discount.

Luna Hoffmeyer, co-owner of the company, said the displays were different from existing postcard racks in Hong Kong as they were stylish stainless steel displays which were based on a proven concept from Europe.

The first month's run would include cards from Channel [V], Universal Records, Durex, Benetton, BC Magazine and New York Fitness.