'European' flair to appeal to buyers of Pacifica Phase II

HONG KONG: Cheung Kong Holdings has launched a TV commercial developed by Market Catalyst to promote a new development, Pacifica Phase II.

The commercial, shot in Paris, presents images of a 'European lifestyle' in a bid to appeal to its middle-class target market.

According to Market Catalyst chief operation officer Davie Mok, Pacifica Phase II provides facilities with European design; thus, the advertising strategy and execution was based on this factor.

"The property market is recovering and prices are rising. We wanted an 'aspirational' image, with a totally fresh look to reflect the quality and price justification for Pacifica Phase II," said Mok.

The TV spot is supported by a pre-launch teaser TVC, a series of print ads, outdoor ads and radio ads.

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