Hong Kong SkyMart gets brand make over

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The Airport Authority (AA) has embarked on a campaign to make Hong Kong International airport?s (HKIA) retail mall Hong Kong SkyMart more competitive with the city?s downtown stores. 

The HK$5m ($641,000) promotion will include a one-minute TV commercial, print advertisements in local newspapers and inflight magazines plus exposure in transit media, airlines and hotels.  SkyMart?s new logo and theme ?Take the energy of Hong Kong with you?, which reflects the mall?s combination of local and international branded merchandise as well as local flavour, will be used throughout the airport?s passenger terminal. 

It was also announced that over the next three years 8,300sq m (89,300sq ft) of new retail stores, restaurants, cafés and other attractions are to be introduced at the airport. New attractions to be launched this summer include coffee counters, showers and napping areas, mini-cinema and massage facilities. Web-based services including a pre-order shopping service are also planned.

Commenting on the rebranding campaign, AA commercial director Hans Bakker said: ?By adopting a higher profile we want to get the message across that because of Hong Kong SkyMart and many other attractions, HKIA is a destination in its own right...At HKIA we have over 150 world class retail outlets which puts Hong Kong SkyMart on a par with some of the city?s premier shopping malls.?