HKBN Appoints Draftfcb Ahead of Major Rebranding
April 11 2012 - 7:17AM
Hong Kong Broadband Network Limited ("HKBN"), a wholly-owned
subsidiary of City Telecom (HK) Limited, (HKSE:1137) (Nasdaq:CTEL)
has officially appointed Draftfcb for its major rebranding campaign
following a competitive pitch against three other agencies.
Draftfcb will initially focus on communications strategy and
creative works for the rebranding of HKBN's Mega Theatre on Demand
packages in 2012 and help the company achieve ambitious business
goals—be the largest IP provider in Hong Kong by 2016
Bringing benefits and excitement for the public are always the
core purpose of HKBN. We are always looking to surprise the
public, not only with our service, but also with our new rebranding
campaign. The review of several agencies and the competitive
pitches was led by Mrs. Selina Chong, Chief Marketing Officer of
HKBN.
"Our pitch process was designed to highlight which agency
possessed the creativity, speed and integration of communications
to drive excitement about HKBN among consumers," said Mrs. Chong.
"Draftfcb demonstrated clear strategy, creative ideas and execution
capabilities across multiple media channels and was a clear
winner."
Iris Lo, Managing Director and Executive Creative Director of
Draftfcb, said, "Our ideas for accelerating interest and adoption
of the movie packages recognise that HKBN's customers are across
most demographics. We have designed communications for wide
consumer appeal, but with specific product-related messaging that
highlights the choice and quality of the packages as they become
available." She added, "We are delighted to win these assignments,
as Hong Kong Broadband Network is an exciting brand that demands
the highest quality strategies and creative work. We are looking
forward to working with their marketing team."
The appointment of Draftfcb has been featured by
Marketing-Interactive. The feature is available at:
Marketing-Interactive—http://www.marketing-interactive.com/news/31997
About City Telecom/ Hong Kong Broadband Network
Limited
Established in 1992, City Telecom (H.K.) Limited (HKSE:1137)
(Nasdaq:CTEL) provides integrated telecommunications services in
Hong Kong via its own self-built fiber network. City Telecom's
wholly-owned subsidiary, Hong Kong Broadband Network Limited
(HKBN), is the fastest growing broadband service provider in Hong
Kong. HKBN offers a diversified portfolio of innovative products
that service over 1,240,000 subscriptions for broadband, local
telephony and IP-TV. The Company has built a solid market position
with top-of-the-line applications and practices enabling its
substantial growth. The company takes great pride in developing its
over 3,000 Talent force into a competitive advantage. Additional
information on City Telecom can be found at
www.ctigroup.com.hk.
CONTACT: Corporate Communications
Jessie Cheng
Tel: +852 3145 4118
Fax: +852 2199 8372
Email: chengcm@ctihk.com
Investor Engagement
Peggy Chan
Tel: +852 3145 6068
Fax: +852 2199 8655
Email: investor_engagement@ctihk.com
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