Outdoor advertising
in Hong Kong
For anyone who has ever
visited Hong Kong the
strongest memory will
undoubtedly be the
enormous numbers of neon
signs and advertising
hoardings in the streets.
14
A modest billboard,
3.8 metres high and 7.5 metres
wide, in Gloucester Road.
Every shop, bar or restaurant has a
neon sign which preferably stands
out just that bit further than that of
its neighbour. The aim of it all being
to grab more attention. The mega-
sized neon signs and billboards
pictured on these pages are used by
the big companies.
Previously, the cigarette manufac
turers dominated Hong Kong's bill
board scene. But as from the middle
of this year the tobacco industry will
no longer be permitted to advertise
in Hong Kong. So the owners of bill
boards had to start looking for other
advertisers. Dennis Heijn is head of
the export office in Hong Kong:
"Those enormous billboards were
always very expensive but because of
the poor economic situation in Hong
Kong the rates charged for such big
billboards have now been reduced
and have become negotiable. Bill
boards are in fact becoming
increasingly important as an
advertising medium, as television is
declining in popularity."
Heineken feels the need to match
its big brand status by extending
visibility beyond the on-premise
environment. In terms of image, out
door advertising is also compatible
with the current positioning of
Heineken in Hong Kong: only big
brands can afford giant billboards.
"And that is important in Hong Kong:
being seen as a visibly big player in
the market."
In the Kowloon
district you can find
this respectably
sized billboard:
20 metres in height
and 36 metres in
width.
BIG
BIGGER
