As Hong Kong’s very first luxury shopping destination, Landmark has always symbolised the people of Hong Kong’s quest for craftsmanship, perfection, and quality.
But the arrival of new shopping malls drove people to look for novelty and excitement in shopping experiences. Spontaneous awareness for Landmark remained low among its competitors.
The challenge for South China Morning Post was to create attention and to safeguard Landmark’s position as the iconic landmark and shopping destination that meant something to the generations of Hong Kongers.
To reflect Landmark Atrium’s 40 years of heritage with Hong Kong residents’ memories of the past 40 years by creating the “first newspapers that travelled through time” — vividly commemorating Hong Kong’s glorious days with the new generation of Hong Kongers and reconnecting the older generations with Landmark’s heritage.
SCMP republished an authentic front page exactly 42 years ago, with past archives of Hong Kong and Landmark’s most important milestones printed in vintage newspapers, bringing our readers back into the ‘70s, offering a different perspective of Landmark, the icon of Central in this unprecedented wrapper.
We broke the rule for our newspapers’ most sacred space — the headers! So Hong Kong Land took its logos back in time and truly created the first newspapers that traveled through time. For the first time, a luxury brand’s print ad fully took over newspapers’ front page news with its brand stories and heritage that meaningfully evoked pride for its shoppers.
In October, 2013, Landmark brought back fond memories and the stories traveled far beyond the print readership. Reader and local official comments included:
- “The paper encapsulated the key milestones and memories of our society, provoking nostalgia.”
- “The news is actually not as engaging as the ad …”
- “It demonstrates that with good expertise, mutual trust and creative mind, HK’s print advertising is still blossoming.”
More than advertising, Landmark connected modern Hong Kong to that of earlier generations and created a sense of connection to its property, heritage, and community.