Press Releases

Six Outstanding Campaigns Shortlisted for Final Round of the 2004 Marketing Award

8/9/2004


Six outstanding marketing campaigns have been selected for the final judging of the HKMA/TVB Award for Marketing Excellence 2004 organized by The Hong Kong Management Association and sponsored by Television Broadcasts Ltd. They are:

"Fairwood Re-branding"
Fairwood Holdings Limited

"The Launch of 3"
Hutchison Telecommunications (HK) Ltd

"Launch of a New Brand: VAGO with Insolia – Painless Hi-Heels"
Ossia Marketing (HK) Co Ltd

"Regalia Bay"
Regal Estate Agents Limited

"YOHO Town – Transforming Residential Property into a Lifestyle Brand"
Sun Hung Kai Real Estate Agency Ltd

"Swire Homes' Distinctive New Living – The Orchards"
Swire Properties Ltd

Organized by The Hong Kong Management Association since 1985, this prestigious Marketing Award aims to give recognition to outstanding marketers in Hong Kong and their campaigns as a means to upgrade the standards of marketing profession. The Award has been sponsored by Television Broadcasts Ltd since 1989.

This year the Award has attracted 34 quality entries from a wide spectrum of industries such as airlines, banking and finance, entertainment, food & beverage, health care,
hotel, information technology, manufacturing, properties, public utilities, retail, telecommunications, voluntary bodies and so forth.

All the participating companies are required to submit a five-page write-up summarizing the objectives, strategies and results of their marketing programmes. A Board of Examiners combining the Marketing Management Committee and the Marketing Awards Organizing Committee will then shortlist the six most outstanding campaigns for final presentation. The judging will be based on a number of criteria including well-defined objectives, effective use of market research, and development of the product/service to meet market needs, integrated and well-organized communications programmes, effective distribution channels, originality, efficient administration and finally achievement of the planned results.

The Final Judging will be held on Saturday, 4 September 2004 at the Association during which the judges will then decide on the Gold, Silver and Bronze Prize winners as well as the three Certificate of Merit recipients.

Award Seminar
Marketing professionals in Hong Kong will have the opportunity to benchmark these outstanding marketing practices at an Award Seminar during which the six finalists will share the rationale, marketing strategies, and results of their successful marketing campaigns. Details will be as follows.

Date: Wednesday, 15 September 2004
Time: 2:00pm – 6:00pm
Venue: Theatre II, Level 2
Hong Kong Convention & Exhibition Centre
1 Harbour Road
Wanchai
Hong Kong

Award Presentation Luncheon
All the results of the Award will be officially announced at a Prize Presentation Luncheon. The Guest Speaker for the Luncheon will be Mr Normal Leung Nai Pang GBS JP, Executive Deputy Chairman, Television Broadcasts Limited. During the event, Mr Leung will deliver a speech on the dynamics of the television market and the way forward for Hong Kong's TV industry. He will share his ideas and views on the challenges and opportunities facing a market that is increasingly strongly affected by technology and global players. It is also a market that will be influenced by the economic integration of Hong Kong and China.

Date: Monday, 18 October 2004
Time: 12:00noon – 2:30pm
Venue: Grand Ballroom
Conrad Hong Kong Hotel
Pacific Place, 88 Queensway
Hong Kong

The Board of Examiners this year include: Mr S K Cheong, General Manager - Broadcasting, Television Broadcasts Ltd; Professor T S Chan, Associate Vice President, President Office, Lingnan University; Mr Cheang Yoon Hoong, Managing Director, Morning Star Resources Ltd; Mr Tony Cheung, Vice President, Consumer Market, Wharf T & T Ltd; Mr Antony Chow, Executive Vice President, Grand China, Euro RSCG Group Grand China; Mr Fan Cheuk Hung, Managing Director, Synergis Management Services Ltd; Mr Adolf Ho, Managing Director – Greater China, Campbell Soup Asia Ltd; Mr James Kwan, Executive Director & Chief Operating Officer, The Hong Kong and China Gas Co Ltd; Ms Marisa Kwok, Managing Director, Commercial Group, PCCW Ltd; Mr Sam Lam, Chief Executive Officer, A-World China; Mr Andrew Lee, Managing Director, Grey Worldwide; Mr Michael Lee, Managing Director, Hysan Development Co Ltd; Ms Annie Leung, Managing Director, Longman Hong Kong Education; Mr Louis Tong, Senior Advisor, Consumer Search Hong Kong Ltd; Mr Robert Young, Director, Yip's Chemical Holdings Ltd and Mr Titus H K Yu, Agency Manager, The Prudential Assurance Co Ltd.

(List of previous winners attached)
* * * * * * * * * * * * * * * * * * * * * * * * *
Issued by The Hong Kong Management Association on 31 August 2004.
For press enquiries, please contact Ms Titania Woo (Tel: 2774 8580/ Email: titaniawoo@hkma.org.hk) or Ms Sharon Keung (Tel: 2774 8581/ Email: sharonkeung@hkma.org.hk)
HKMA/TVB AWARD FOR MARKETING EXCELLENCE
LIST OF PAST AWARD WINNERS
2003
2003 One2Free SMS Lovers
The Power of Love - The Power of Music
Ocean Park Halloween Bash 2002
(GOLD)
(SILVER)
(BRONZE)
2002
The Making of RoadShow
Cathay Pacific - The World's Biggest Welcome Silver
See You at Cafe de Coral Bronze
An Exceptional Community for An Exceptional Childhood - Discovery Bay Siena One Marketing Campaign
(GOLD)
(SILVER)
(BRONZE)
(BRONZE)

2001
The Leighton Hill - Home to the New Aristocracy
Orangeworld - A World Where Your Fantasy Takes Flight
Ribena Mobile the Ultimate Breakthrough
(GOLD)
(SILVER)
(BRONZE)
2000
SUNDAY Independence Day
Ocean Shores - Live the Good Life, Live at the Best
The Creative Positioning of 5-7 Seater Mazda
Premacy Capsule V
(GOLD)
(SILVER)
(BRONZE)
1999
A Sentimental Journey
Tierra Verde - Breaking Through A Bleak Market
Panadol Cold & Flu Campaign
(GOLD)
(SILVER)
(BRONZE)
1998
Lipton Ming Han Ching Tea Bags
The Launch of 5th C Jewellery Consultant Service -
A New Dimension in Diamond Marketing
Dai Pai Dong - Passion of Hong Kong
(GOLD)
(SILVER)

(BRONZE)
1997
The Launch of One2Free
Shell Supercharged 881 Friends of the Road
Product Launch of Lee Kum Kee Seasoned Soy Souce
for Seafood in 1996
(GOLD)
(SILVER)
(BRONZE)
1995
The Kingswood Villas Metamorphosis
Standard Chartered Credit Card Real Life Privilege
Launching of HMV Superstores: Music at its Best
(GOLD)
(SILVER)
(BRONZE)
1994
Kalm's A Gift from the Heart Marketing Campaign
All I Want for Christmas is Pacific Place
City Telecom Campaign 1994
(GOLD)
(SILVER)
(BRONZE)
1993
Dairy Farm Hi Calcium Milk
Taipan Snowy Mooncake
Hongkong Telecom CSL 1010 Digital Launch
(GOLD)
(SILVER)
(BRONZE)
1992
Recruit
K Swiss Sports Shoes
MTR Customer Service Campaign
(GOLD)
(SILVER)
(BRONZE)

1991

Just Gold Concept
IKEA Show-Flat Campaign
Mazda 121 Campaign
(GOLD)
(SILVER)
(BRONZE)
1990
Hong Kong Economic Times Circulation Driven Campaign
1989
Fujicolor Circle Campaign
Standard Chartered Bank's Mortgage Plus Enhancement Programme
1988
1988 First Pacific Bank CCU Deposit Campaign
1987
American Express Card
Fotomax Video Club
1986
Jade VTR Package
Three Grains Rice
1985
Cafe de Coral
Exchange Square
Mitsubishi 4 Seater Taxi