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Company & Industry |
Staff Development | | Marketing &
Branding
Legend of the white horse
2003 : The series started off with a white horse "pacing the
meadows" to describe how the market emerged from the doldrums
of 2003.
2008 : Then the horse galloped right up to the cliff and stopped.
That is the scene to depict that the Group expressed doubt over
the sustainability of the market before the onset of the global
financial crisis in 2008.
2009 : Then the white horse grew wings and surfed through the tidal
wave, signifying the market recovering from the financial tsunami.
2010 : In the series produced for 2010, the white horse galloped
high in the sky, symbolising that the Group was full of confidence
in the property market in 2010.
From 2010 and onwards : The image of Midland Holdings is now associated
with the different postures of the white horse in the TVC.
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Miss Angela Wong,
Deputy Chairman of Midland Holdings said, "Midland's Legend
of the White Horse television commercial series tell the ups
and downs of the Hong Kong property market. In good times and
bad times, the Group can use the flying white horse image to
reinforce its leading position in the industry. This, we believe,
will be a definite advantage when it comes to recruiting new
blood and attracting new clientele." |
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Multi-pronged marketing efforts
Besides television commercials, image advertisements in magazines
and large-scale property seminars,Midland Realty also sponsored
Television Broadcasting Limitedˇ¦s production of a new series of
ˇ§Living Upˇ¨ infotainment program. In addition, our sponsorship of
the ˇ§Midland Holdings Cup Race Dayˇ¨ also became a popular social
event among celebrities in the city. Increased brand recognition
had helped boost sales in the segment of big-ticket transaction.
Midland Raceday
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Following the sponsorship for the race day
in 2004, 2005, 2009 and 2010, the group sponsored the event
in 2011 for the fifth time. The event is an extension of our
flagship marketing program - the Legend of White Horse. The
high turnout of city celebrities and renowned investors bore
testimony to recognition of our outstanding in the industry
and the community.
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First Invest, Then Invest
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Recognizing the importance of property market
education, the Group always encourages homebuyers and homeowners
to do more preparatory work before entering into home transactions.
For instance, in March 2011, the group held the biggest property
seminar in Hong Kong which attracted an audience of 1800.
Then the group stepped up its effort and joined force with
Hong Kong Open University to launch the first training program
for real estate professionals - "Midland Real Estate
Professional Development Project" in Hong Kong.
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