Upper-Level Buildings on the Golf Course: An Integrated Marketing Communication for the Construction of a Class Community An Integrated Marketing Communication for the Construction of a Class Community

Author: Hong He Advertising
Publisher:
Publish Date: 2005-01-01
Features: Moving beyond critiques of the architectural entity itself, "Wantong New World," "SOHO Modern City," and "CLASS Built on the Upper Levels of Guling" have actually become three monumental landmarks in the marketing history of Beijing's real estate market. In this sense, the compilation and publication of "CLASS·Built on the Upper Levels of Guling" hold profound significance. Because, it reflects a segment of Beijing's real estate market history. As history, its merits and demerits will be judged by future generations. This book is the first publicly published collection of over thirty projects undertaken by Hong He Communication since its establishment six years ago, and it is a project worth describing in greater detail. Its high sales performance (drawing crowds) and positive reputation (gaining praise) have been a highlight in Beijing's real estate, marketing, and advertising industries in recent years. Many projects either perform well in promotion but fail in sales, or vice versa. It is rare to achieve consistent system advantages across all stages, from concept, product positioning, design, implementation, to communication. This is precisely why the industry has been closely following CLASS.