Glitz, glamour and cast of thousands as beverly hills comes to town
If there is anything that can help the sale of the Beverly Hills, Henderson Land will do it.
The Lee Shau-kee property flagship brought in Miss Universe 2005 Natalie Glebova and some fung shui masters to help sell the high-end project in Tai Po. Henderson even flew reporters to Paris. For some reason, the advertising for a property named after an area in Los Angeles features a horse-drawn carriage parked outside the Versailles palace, close to the French capital. The campaign carries the slogan: 'A Fairy-Tale Story.'
The campaign even spilled into, if it was not inspired by, the Lee family's real life. Newspaper headlines picked up the slogan to celebrate the wedding last month of the chairman's second son, deputy chairman Martin Lee Ka-shing, with model Cathy Tsui.
The Beverley Hills campaign reflects a change over the past 21/2 years in the marketing strategy of what was once one of Hong Kong's most traditional developers.
The new approach has become evident since the company moved to flash new headquarters in the IFC2 building that dominates the Hong Kong harbour and which are a far cry from Worldwide House, where Lai See can till recall signing his first purchase contract with the company a decade ago.