Hong Kong, December 7, 2011 – Despite the government’s cooling measures on Hong Kong’s red hot property market, flat prices saw a 13 percent rise in the first 9 months of 2011, and luxury new developments have seen continued demand from discerning buyers eager to snap up a bargain in the recent weeks of market softening.
Against this backdrop, SCMP Marketing Services have been rapidly building a reputation for expertise in the conceptualisation and production of prestigious showcase books for the premium property segment.
In September, the team produced an elegant book for Nan Fung Group’s high-end Happy Valley residence, The Winfield. Sino Land also commissioned books for two of its new luxury developments, One Mayfair and Providence Bay.
All three books focus on an ‘inspired lifestyle’ approach to give prospective buyers a more compelling and aspirational story behind the property designs and benefits.
For the Winfield development in Happy Valley, the book’s theme capitalises on the heritage and exclusivity of living in a unique property conversion within Hong Kong’s long established horse-racing district. The remodeled ex-government building boasts exceptionally spacious apartments, plus stunning views of the Happy Valley racecourse. SCMP Marketing Services’ book “A World Apart”, developed with the concept of juxtaposing visions of the old and new Happy Valley district where East meets West, serves to give a sense of heritage, exclusivity and rare opportunity to prospective buyers.
The Sino Land book for One Mayfair, an ultra-high end development in Kowloon Tong, was also given the aspirational lifestyle treatment. One Mayfair’s no-expense spared design is reflected in the book, which conveys an affluent and privileged lifestyle in the heart of an historically significant elite residential area in Hong Kong.
The book showcases the lifestyle in One Mayfair by reflecting on that of London’s Mayfair, a borough steeped in history, and associated with royalty, prestige and wealth. The property itself is not short of lifestyle touches fit for a Hong Kong king: walk-in wardrobes, marble floors and outdoor dining areas, plus top brand fixtures including Sub-zero, Bulthaup, Kohler, Miele, Gaggenau and Villeroy & Boch..
The other book produced for Sino Land also captures the essence of the property’s unique attributes. The Providence Bay development, which was designed by architects Foster+Partners, makes the most of the designer legacy that comes with buying an apartment created by the team responsible for designing Hong Kong’s Chek Lap Kok airport, the iconic HSBC tower in Central and the new Wembley Stadium in London.
Before embarking on the development of the Providence Bay book, the SCMP Marketing Services team conducted a study of Foster+Partners’ world famous architectural projects. Leveraging their experienced editorial team, SCMP Marketing Services were able to gain deeper insights by conducting interviews with Foster+Partners to understand the wisdom and rationale behind each project.
Sylvia Lee, Head of SCMP Marketing Services, commented: “It’s both a pleasure and a privilege to be appointed to showcase these developments. Each of them represent major landmarks in the high end property market in Hong Kong, and are clearly architectural projects designed for the very best living standards. For many investors and discerning buyers, their first encounter with these projects will be through our books, so it is a great vote of confidence to be appointed for our expertise in property showcase book design.” Previous successful custom publishing projects prepared by the SCMP Marketing Services team included the Behind the Brand Book for elegant beauty brand ClÃ© de Peau BeautÃ©.
About SCMP Marketing Services
A division of South China Morning Post Publishers Ltd, SCMP Marketing services was established to support the needs of advertisers seeking a more grounded and results driven approach to marketing. Leveraging the connections and experience of the media group, SCMP Marketing Services provides a fully integrated marketing solution, from creative and concept development, to digital and traditional media placement, promotions and events management, custom publishing and more.
About SCMP Group Ltd and South China Morning Post
SCMP Group Limited (SEHK: 583) is a leading newspaper and magazine publisher in Asia. Its flagship publication, South China Morning Post, is Hong Kong’s world renowned English language newspaper and has the city’s most affluent and influential readership. First published in 1903, the newspaper has developed an enviable reputation for authoritative, influential and independent reporting on Hong Kong, China and the rest of Asia. Available in print, iPad™ and online through scmp.com and e-reader editions, South China Morning Post reaches a global audience with daily breaking news, insightful analysis and opinion, multimedia articles and interactive forums. Striving to maintain the highest standards among the world’s quality newspapers, the South China Morning Post receives constant international recognition. It received 60 awards in 2010 for excellence in editorial, marketing and technical capability. Other publication titles of the Group include the Sunday Morning Post, the Chinese editions of Cosmopolitan, Harper’s Bazaar and CosmoGirl! magazines. For more information, please visit us at www.scmpgroup.com.
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