Page 28 - Sphere No.32 (Dec 2012)

26 Sphere 32
what makes robinson’s partnership with
chi-med unique is that it is not a short-lived
celebrity endorsement for a pre-existing product,
a tactic employed by many other brands and
that is familiar, to increasingly sophisticated,
consumers. in contrast, robinson was truly at
the heart of the formulation of his own branded
products and will continue to incorporate his
30-plus year reputation for style, quality and
attention to detail in asia into his line’s future
development and promotion. “Sen by Kim
robinson” (SbKr) will also deploy robinson’s
social networks of celebrity friends. This allowed
chi-med to win Sandy Lam as the face of SbKr.
Sandy not only represents and transports the
brand values (authentic, confident, natural) but
also elevates the brand equity, and incremental
media value.
Likewise, andy castillejos, general manager
at harbour plaza metropolis in hong Kong,
has collaborated with a team of hong Kong pop
stars and popular home décor store Francfranc
in a similar fashion to prepare a suite of hotel
rooms – designed entirely by the celebrities – in
celebration of the hotel’s 10th anniversary.
Led by Kelly chen, pop singer and actress,
the team of local celebrity designers comprises
Louis cheung, Vincy chan, rubberband, Steven
cheung, Stephanie cheng, hotcha, Jinny ng,
adason Lo and robynn & Kendy, each of whom
was responsible for decorating a room. They
were chosen by harbour plaza metropolis
because they are young, creative and unique,
qualities the hotel knows its customers value in
the design of their hotel rooms.
“From past experience, we know that
customer satisfaction is always increased when
well liked celebrities participate in the product
development process,” said castillejos. “however,
this project has been well received by the
celebrities, too, as they are actually leading the
design process as opposed to simply being our
brand’s spokespersons.”
although the end result – the finished rooms
– has been exactly what the hotel hoped for, the
process of coordinating not one but 10 celebrities
proved to be a challenge for castillejos, though it
was one worth overcoming.
“coordinating everyone’s schedules for site
visits, finding time for everyone to shop for
their supplies, directing the videographer and
photographer and scheduling the singers to
personally set up their designed rooms in a busy
hotel, was a real challenge,” said castillejos. “it
was well worth it, though, as we have already
received numerous inquiries as to the availability
and booking of these themed rooms. it seems
that they have created a product the public truly
looks forward to.”
one of the celebrity-designed rooms, Kelly
chen’s suite, went one step further than the
design process. Kelly took the initiative to donate
her proceeds from this harbour plaza metropolis
project to the Kelly chen children education
Fund. The hopes for this promotion are that the
hotel’s partnership with chen and her fellow
celebrities will positively impact people in need
in the local community.
Celebrities in
Mainland China,
Taiwan and Hong Kong
are casting their spells
in the promotions of
various companies in
the Hutchison family.