| Abstract | Cheung Kong (Holdings) faced a challenge to sell 6,000 apartment units at Kingswood Villas at a time when the property market was floundering under the burden of rising interest rates. In addition, Kingswood Villas was smarting from extremely adverse press reaction, poor public image and a surfeit of rival properties languishing unsold in the New Territories. Yet Cheung Kong, in conjunction with Bozell PR, came up with a marketing strategy to set a record in Hong Kong's property history. It also received industry recognition at the 1995 Hong Kong Management Association (HKMA) awards, where Cheung Kong picked up the gold prize for their "Kingswood Villas Metamorphosis" campaign. |
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