The Financial Times has 'wrapped' , Two ifc, in the world's biggest newspaper. The wrap aims to raise the profile of Hong Kong's newest skyscraper, whilst highlighting the Financial Times' recently launched Asia edition.
The building wrap is the first of its kind in Hong Kong, using over 20,000 square metres of mesh-style fabric. The installation process involves eighteen professional climbers scaling the building spiderman-style, using 9 kilometres of rope. The wrap at a height of 400 metres, covers fifty floors of the building, on the North and East sides. The wrap is a total of 226 metres from top to bottom, which is taller than all but a handful of Europe's highest skyscrapers.
The idea for the newspaper wrap was conceived by Mediaedge:cia HK, whilst project management was handled by BrandWrap. Doremus Hong Kong - the FT's incumbent advertising agency - led the creative charge. The creative for the wrap reflects the 'wrapped' theme of the recent marketing campaign to launch the FT's Asia edition. Other partners for the project include Sun Hung Kai Properties Ltd, the developer consortium for Two ifc and the MTR Corporation. Cathay Pacific and HSBC are advertising on the wrap itself.
Su-Mei Thompson, Commercial Director for the FT in Asia, said : "We are delighted to be involved in this very exciting project. The wrap is the world's biggest newspaper and provides a great opportunity to promote our new Asia edition in a creative and impactful way."
Victor So, Executive Director of Sun Hung Kai Properties, added : "The project provided a very exciting marketing opportunity for us to promote Two ifc. The Financial Times, as one of our first tenants, was an ideal partner and we're delighted with the result."
Further details on www.FTbigwrap.com
Notes to Editors - Project team
BrandWrap was started in 2002 as a specialised project management company, involved in 'wrapping' high-profile structures and commercial buildings in Asia Pacific with large installations for marketing and promotional purposes.
Part of the Omnicom Group, Doremus is the incumbent advertising agency for the Financial Times. Doremus boasts an award-winning team, with offices in New York, San Francisco, London, Frankfurt, Sao Paulo and Hong Kong.
The FT is one of the world's leading business information brands, internationally recognised for its authoritative, accurate, and incisive news, comment and analysis. The FT's Asia edition was launch in September 2003.
One of the top five global media communications specialists, employing 4,000 people across 80 countries. Part of the WPP Group, one of the world's largest communications groups, the company develops, manages and implements national, regional and global communications solutions for its clients.
MegaPrint is a leading print shop in Hong Kong, producing high quality advertising signage (indoor and outdoor) for many major brands, as well as banners for real estate developers.
MTR Corporation Ltd
The MTR Corporation came into operation in June 2000, to succeed the Mass Transit Railway Corporation which was established in 1975. Besides railway operations, the Corporation is also actively involved in the development of key residential and commercial projects above existing stations and along new line extensions, as well other commercial activities associated with the railway. The MTR Corporation property portfolio includes the International Finance Centre, which incorporates the Two ifc building.
Arup is a leading international engineering consultancy. The company has been involved in the development of Two ifc from its inception, as master project managers and consultants for the building's cladding work. Arup employs more than 6,500 people worldwide, and has an annual turnover exceeding £280m (US$470m).
Sun Hung Kai Properties Ltd
SHKP is one of Hong Kong's largest developers of premium-quality property. The company's core business is the development of property for sale and investment. SHKP also has in-house expertise in land acquisition, architecture, construction, engineering sales and marketing and property management. The company is part of the ifc development consortium, which includes Henderson Land Development Co Ltd, The Hong Kong and China Gas Company Ltd and Sun Chung Estate Co. Ltd.
Two ifc on the Central waterfront has 88 floors and stands 420 meters tall, making it the tallest building in Hong Kong and one of the five tallest in the world. It is part of the 4.7 million square foot ifc complex which is set to become the leading business and leisure arena in Hong Kong, re-defining Central district.
Vertigo is the leading rope access provider in Australasia. Established twelve years ago, the company operates to IRATA (UK based international rope access trade association) standards of training and operation. In-house expertise ensures that the highest levels of safety are maintained at all times. Vertigo will offer operational support including engineering, fabrication and equipment and has significant experience in height-related maintenance and installation projects including the installation of large banners in exposed locations.
Hong Kong: Katy Hemmings, Financial Times, + 852 2905 5535 or firstname.lastname@example.org
London: Joanna Manning-Cooper, Financial Times, +44 (0) 207 873 4447 or Joanna.email@example.com