Mission Hills tees off for branding revamp

MISSION HILLS   LEO BURNETT ARC   SAATCHI & SAATCHI

Hong Kong - Mission Hills has appointed Leo Burnett Arc Hong Kong to create a brand identity for the resort targeting a growing golf tourism market locally and internationally.

Philipp Darjes, assistant director of communications & brand management for Mission Hills Group, said the company has repositioned its brand as a premier golf club that owns the future of golf.

Darjes said it has tweaked its tagline to play on the theme of "limitless", which will be used across its respective business units from retail, spa to resort.

He explained the rationale behind using limitless to mean the sheer size of Mission Hills, the opportunities and challenges that the brand offers for the golfer and to broaden and redefine the golf lifestyle. 

Darjes said TV will be the key channel to deploy this branding campaign in November this year to tap on the broadcast of the tournaments on the various golf channels and in Asia on ESPN, Now TV, ATV as well as the China Golf Channel. 

Ben Stobart, general manager for Leo Burnett Arc Hong Kong, said many Chinese local brands are currently trying to understand how to take their proposition to a wider international market and looks forward to help Mission Hills attain its rightful position on the world's sporting stage.

To coincide with the branding initiative, Darjes said the company has also worked with Razorfish to revamp its website aimed at tying the theme of limitless and associating it with all its business units under a common brand identity. 

Leo Burnett Arc said it won the project in a pitch that included Saatchi & Saatchi Guangzhou.

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