It Sure Was Nice of Shui On to Give Us These Great Marketing Gigs!
Hugely successful Hong Kong real estate developer Shui On Land officially launched their latest mixed-use mega-project, ChongqingTiandi with a launch party at the Langham Xintiandi hotel in Shanghai yesterday. Cameras flashed, speeches were given and Champagne flowed. All of the trimmings to go with the debut of an important project by a major company in the industry.
Unfortunately, the Hong Kong-listed developer of the landmark Xintiandi project, despite investing hundreds of millions, if not billions of RMB in this real estate development, and after going to the trouble of inviting in their own words, “the public, domestic and international enterprises and media” to the event, apparently couldn’t afford a decent press release.
Here’s the first paragraph of the company’s statement, as published on PR Newswire:
Shui On Land Limited, the Shui On Group’s flagship property development company in Mainland China, launched Commercial Cluster of Chongqing Tiandi to the public, domestic and international enterprises and media, at Langham Hotel, Shanghai. Senior executives from Shui On Land introduced the features of the Commercial Cluster of Chongqing Tiandi, which is positioned to be the contemporary service centre for international commerce and world enterprises. The office space in the Commercial Cluster occupies 800,000 square metres, adequate to accommodate a thousand of large-scale companies. In the first phase, a total office space of 130,000 square metres will be leased to the enterprise tenants global wise.
“Commercial Cluster?”
“accommodate a thousand of large-scale companies?”
“enterprise tenants global wise?”
After spending all that cash on the construction and the party, couldn’t they have hired a decent PR company? Or has the property crunch in China become so severe that real estate companies have laid off all of their marketing staff and replaced them with graduates from the Shanghai School for the Linguistically Challenged?
I just hope that the same guys writing the press materials weren’t preparing canapes for the event or there may have been a few upset stomachs around Shanghai last night.
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