Powerland AG: POWERLAND Employs New Marketing Strategy
(firmenpresse) - Powerland AG / Key word(s): Enterprise/
Powerland AG: POWERLAND Employs New Marketing Strategy
DGAP-Media / 20.10.2011 / 12:39
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POWERLAND Employs New Marketing Strategy
The image campaign kicks off during September 2011 at 30 Chinese airports
Frankfurt am Main, 20.10.2011 - POWERLAND AG (Prime Standard / ISIN
DE000PLD5558), leading Chinese manufacturer of exclusive luxury handbags
and leather goods, and listed on the Frankfurt Stock Exchange since April
2011, is focusing its marketing strategy and start a new image campaign at
China's 30 largest airports in autumn.
Prior to its IPO, POWERLAND AG had focused its marketing activities on
increasing the company's brand awareness in China. During the years 2008 -
2010, the company placed its primary marketing focus on classic TV
advertising. In light of the brand awareness, POWERLAND has already
achieved in China, it has now decided to re-focus its marketing strategy.
Since its IPO; the company has been in an upgrading phase as part of which
the distributions and sales network is to be expanded and the popularity of
its brand within the core target group of the fast-growing Chinese middle
class - and in particular successful business women - is to be further
increased. Accordingly, POWERLAND will in future concentrate its media
budget primarily on so-called 'precision media' at China's largest
airports. 'Focusing our marketing strategy symbolizes a new phase in the
development of POWERLAND's brand with the goal of further increasing brand
popularity,' explained POWERLAND CEO, Mr. Shunyuan Guo. The company plans
to spend up to 60% of its marketing budget in the coming years on airport
media (including advertisements in airline magazines).
Advertisements at Chinese airports are a particularly efficient and
targeted marketing instrument when the goal is to reach customers in the
upper middle class. This group now comprises 43% of Chinese passenger
volume. Chinese airports see approximately 380 to 400 million passengers
annually. According to a study from aircraft manufacturer Airbus, the
average passenger volume will grow at a 7.2% annual rate during the next
two decades. For this reason, POWERLAND is placing its focus on precisely
targeted outreach to its core target group at China's 30 largest airports.
The new image campaign is based on a classic presentation of the newest
handbag collection. POWERLAND's design philosophy was developed in close
collaboration with the Turchi design studio from Italy and is based on a
combination of Italian tradition and style in conjunction with an oriental
aesthetic and elements of modern Chinese fashion. In addition, POWERLAND
has engaged Chinese top model Michelle Lee as the face of its campaign. The
former Miss China particularly embodies the image of the successful Chinese
businesswoman with Western influences.
POWERLAND is working together with AirMedia Group, the leading company
offering digital media at Chinese airports, in connection with its
out-of-home airport advertising. In addition to classic light boxes and
LED-billboards, POWERLAND is employing the latest advertising technology,
digital TV-screens, to present its image campaign. In addition to
advertisements and TV spots at the airports, the campaign includes
full-page ads in the on-board magazines of leading Chinese airlines such as
Air China, China Eastern, China Southern etc.
Contact:
HFN Kommunikation GmbH
Karl Friedrich Brenner
PR for POWERLAND
phone: +49 / 6196 / 77 641-10
E-Mail: kfbrenner(at)hfn.de
About POWERLAND
POWERLAND is a leading Chinese producer of fashionable luggage and bags
with a main focus on high-quality luxury women's handbags made of genuine
leather. POWERLAND operates two business segments - a luxury segment under
the POWERLAND brand and a casual segment under the Sotto brand. POWERLAND's
operating subsidiaries are located in Fujian province and Guangdong
province in China.
For additional information please refer to www.POWERLAND.ag
End of Media Release
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20.10.2011 Dissemination of a Press Release, transmitted by DGAP - a
company of EquityStory AG.
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Language: English
Company: Powerland AG
Lyoner Straße 14
60528 Frankfurt am Main
Germany
Phone: +49 172 - 67 49 792
Fax: +49 6196 - 777 99 66
E-mail: info(at)powerland.ag
Internet: www.powerland.ag
ISIN: DE000PLD5558
WKN: PLD555
Listed: Regulierter Markt in Frankfurt (Prime Standard);
Freiverkehr in Berlin, Düsseldorf, Hamburg, München,
Stuttgart
End of News DGAP-Media
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