�YOHO Town � Transforming Residential Property into a Lifestyle Brand� marketing campaign by Sun Hung Kai Real Estate Agency Ltd won the Gold Prize of the HKMA/TVB Award for Marketing Excellence 2004. It was commended as a top class marketing campaign which had achieved excellent results through brand building.

In addition to Sun Hung Kai Real Estate Agency Ltd, other winners include:

(* The order of presentation of the campaigns receiving the same award is based on the alphabetical order of the company name.)

Dr The Hon David K P Li GBS JP, Chairman of The Hong Kong Management Association presented the trophies and certificates at the Award Presentation Luncheon this afternoon (Monday, 18 October 2004). The Award Presentation Ceremony also featured the keynote address on �The Importance of Understanding Viewer Needs in Developing Popular TV Programmes� by Mr Norman Leung GBS JP, Executive Deputy Chairman, Television Broadcasts Ltd.

This unique Award on marketing, organized by the Association since 1985 and sponsored by Television Broadcasts Ltd since 1989, is looking for a well-integrated marketing programme which comprises meticulous market research, well-organized promotional work, good public relations, highly original concepts and strategies, accurate results forecasting and efficient administration.

This year, a total of 34 marketing campaigns entered the competition. Commenting on the winners this year, the Panel of Judges noted that all the six finalist campaigns took place after Hong Kong went through the agony of SARS. These challenges ignited all the creative cells of the finalists who came up with very unique campaigns that were proven to be very successful. All six cases showed a thorough understanding of the market situations, target customers� profile and orientations, and had clear brand objectives and creative use of media budget. The finalists were also good at evaluating results against the targeting and brand objectives apart from absolute sales. As a whole, the six finalists were all exemplification of what professional marketing could achieve and made wonders for businesses.

The marketing planning of �YOHO Town � Transforming Residential Property into a Lifestyle Brand� was holistic. Instead of launching a sales-driven campaign commonly adopted by other property developers, Sun Hung Kai Real Estate Agency Ltd, riding on the power of marketing, successfully developed YOHO Town into a much sought after lifestyle property brand amongst the younger generation home buyers. The concept of �Building Homes with a Heart� represented a breakthrough strategy to rebuild consumer confidence in property investment in the face of an adverse economic climate. Novel and consistent brand personalities were well projected in various marketing mediums. The marketing strategies were very original, creative and well-integrated into other PR and on-site events.

�Swire Homes� Distinctive New Living � The Orchards� was regarded as a well-planned and perfectly integrated programme which had successfully created a market niche through product differentiation. The programme objectives were clearly defined through thorough market research. The company had a strong determination to establish The Orchards as the premium residence in the area amidst a very old and unattractive neighbourhood. The marketing strategies were tightly integrated with all the 4Ps superbly executed and enabled the company to achieve impressive results. The communication programme was focused and carefully designed to enable the developer to sell not just brick and mortar but also a healthy and stylish living experience.

�Launch of a New Brand: VAGO with Insolia � The Painless Hi-heels� was commended as a well-executed and highly cost-effective campaign fully utilizing the latest technology to develop a breakthrough product to capture an untapped market demand for stylish yet comfortable high heel shoes. The launch of VAGO as a brand was supported by a detailed analysis of the market and an intelligent appraisal of the socio-cultural and economic factors. The refreshing advertising concept, linking high-heel shoes with sports, was particularly impactful and highly relevant to the consumer needs. The results of the programme were phenomenal, as indicated by the high brand awareness, excellent sales achievement and the interests generated among overseas companies.

�Fairwood Re-branding� was recognized as a bold and all-rounded campaign which had successfully enhanced the company�s competitiveness in a dynamic Chinese fast food market through brand upgrading and rejuvenation. Fairwood had a strong determination to turnaround its brand image and to rebuild a loyal customer base. The implementation of a rich and varied set of marketing strategies, such as the launch of a refreshing new corporate identity, the creation of newly designed flagship stores, the offer of signature dishes and use of celebrity at TV commercials, were useful in creating a young and vibrant image and projecting Fairwood as a happy eating place.

�The Launch of 3� was commended as a well-planned, thorough and comprehensive marketing programme which enabled the company to meet the challenge of launching a first-of-its-kind and trend-setting product/service entailing a lifestyle change in a mass scale. The product launch was supported by a clear understanding of the market and a detailed customer segmentation study. The creative communication programmes were effective in arousing curiosity of potential customers to try out the new product/service which very quickly became talk of the town. The pricing strategy was simplified to make it more consumer-friendly while the distribution channels were maximized within the parent company subsidiaries.

�Regalia Bay� was commended as a highly creative and cost effective programme using an unorthodox approach of media partnership to gain market awareness. A two-pronged marketing approach was adopted and proved to be effective in targeting at the highest income market through direct marketing promotion and projecting Regalia Bay among the general public as the indisputably prestigious address in town and a dream of everyone. The �ride-on� tactic of using the television series was a cost effective approach of gaining visibility and building mass market awareness.

The Panel of Judges this year included: Mrs Doreen Chan, President & Chief Executive Officer, CITIC Ka Wah Bank Ltd; Mr Allan Chiang JP, Postmaster General, Hongkong Post; Ms Caroline Mak, Chief Executive Officer, Greater China, The Dairy Farm Company Ltd � Mannings; Mr Perry Mak, Publisher & Group Managing Director, Hong Kong Economic Times Ltd; Mr David Mong, Managing Director, Shun Hing Electronic Trading Co Ltd; and Ms Magdalena Wong, Managing Director, Oracle Market Research.

The Board of Examiners comprised members of the Marketing Awards Organizing Committee 2004 and the Marketing Management Committee 2003/04. They included: Mr S K Cheong, (Chairman) General Manager-Broadcasting, Television Broadcasts Ltd; Professor T S Chan, Associate Vice President, 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 C H Fan, Managing Director, Synergis Holdings Ltd; Mr Adolf Ho, Managing Director, Greater China, Campbell Soup Asia Ltd; Mr Sam Lam, Chief Executive Officer, A-World Group; Mr Andrew Lee, Managing Director, Grey Global Group; Mr Michael Lee, Managing Director, Hysan Development Co Ltd; Ms Annie Leung, Managing Director, Longman Hong Kong Education; 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 Louis Tong, Senior Advisor, Consumer Research 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..

The Corporate Sponsors included: Campbell Soup Asia Ltd, CLP Power Hong Kong Ltd, EURO RSCG Hong Kong, ExxonMobil Hong Kong Limited, Grey Worldwide, Hang Fung Gold Technology Group, CSL, The Hong Kong and China Gas Company Limited, Hysan Development Co Ltd, Kowloon-Canton Railway Corporation, Longman Hong Kong Education, Morning Star Travel Service Ltd, PCCW Ltd, and Synergis Management Services Ltd

For more information, please visit the website of the Association at www.hkma.org.hk/award.

(A list of past award winners is attached.)

For press enquiries, please contact Ms Titania Woo (Tel: 2774 8580 / Email: titaniawoo@hkma.org.hk) or Mr Simon Chung (Tel: 2774 8581 / Email: simonchung@hkma.org.hk) or Ms Wing So (Tel:2774 8579 / Email: wingso@hkma.org.hk)