| Abstract | Cheung Kong (Holdings) Ltd picked up the gold prize at the Hong Kong Management Association (HKMA)/Television Broadcasts Ltd (TVB) Award for Marketing Excellence 1995, for its "Kingswood Villas Metamorphosis" campaign, devised by Bozell Hong Kong. The success was attributed to the use of a full range of marketing tools and research in identifying the needs of its target market, including an innovative sampling technique, the use of television to access prospects for its direct marketing staff and a series of special events tailored to attract visitors and familiarise them with the product. |
|---|
