Trio adds passion to property
Article Abstract:
Henderson Land Development Co., Capital Artists Ltd. and Coca-Cola Co. introduced the new $12.9-million Red Passion promotional campaign. The three companies' Red Passion promotional campaign seeks to entice Hong Kong consumers' preference for bargains on real-estate properties in an effort to encourage the public to buy more compact discs and drink more soft drink products. Consumers can participate in the televised raffle draws, which offer properties as prizes, by availing of an entry coupon when they purchase the Refreshing Thoughts CD single or when they visit the show apartments of Henderson. They can also take part in the raffle promotion by sending in ten bottle caps or can tabs of Coca-Cola.
Comment:
Introduces the new $12.9-mil Red Passion promotional campaign
Publication Name: The Asian Wall Street Journal Weekly
Subject: Business, international
ISSN: 0191-0132
Year: 1998
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Entertainment has appeal; retailer tries flash to put fun into shopping
Article Abstract:
The booming Indian city of Bangalore is the site of a modern shopping center project known as Kemp Fort. Operated by the Kemp Chain of Stores and run by its managing partner Ravi Melwani, the mall uses entertainment-oriented marketing campaigns to persuade parents with children to come in and shop. This child-centered approach, which Melwani believes is the key to Kemp Fort's success, apparently works because it gives members of the extended family a reason to visit the complex ever so often, allowing the store to build up much-needed traffic.
Publication Name: The Asian Wall Street Journal Weekly
Subject: Business, international
ISSN: 0191-0132
Year: 1999
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