Evergrande in $40m newspaper buy

Hong Kong - Chinese property group Evergrande Realestate has dropped between $30 million and $40 million into the local newspaper sector in the past two days to promote its luxury Evergrande City residence.

Today and yesterday Evergrande has advertisements running in every major local newspaper including MetroPop, Apple Daily, the South China Morning Post, The Standard and the Hong Kong Daily News, each taking around 14 full page ads per day.

Industry sources told Marketing there was no media agency involved in the buy, with Evergrande opting to negotiate the huge campaign internally.

Senior media buyers said the two-day campaign would have cost between $30 million and $40 million.