Hong Kong SkyMart - A smarter way to shop

(HONG KONG, 23 June 1998) -- New airport users will enjoy one of the world's most exciting shopping experiences from July 6 onwards.

The first phase of retail licence awards was completed in September last year and the final stage of fit-out works for 30,000 square metres of shopping and restaurant facilities is now under way. At the same time the Airport Authority (AA) is embarking on a new phase of its consumer marketing.

To satisfy the needs of a highly diversified market at the airport, a well-balanced mix of retail shops and restaurants with an extensive range of merchandise and food and beverage choices has been strategically allocated in five zones in the passenger terminal to target different types of airport shoppers and provide each of them with easy access. Travellers from China and non-Asian passengers are as highly targeted as Asian travellers. For the first time, a Chinese gold shop, Chow Tai Fook Jewellery Co Ltd, is at the airport and so are stand-alone designer brand name boutiques such as Gucci, Ferragamo, Bally, Nina Ricci and Christian Dior.

From Cartier to The Disney Store, Georg Jenzen to Tie Rack, W H Smith Bookstore to Fortress, Grappa's to McDonald's, Oyster Bar to Wing Wah Cake Shop, the Authority has moved airport shopping away from last minute duty free destination souvenir shopping to become a part of the modern lifestyle. Shopping at the airport is now fun, exciting, full of surprises and yet with no over-pricing. Downtown pricing is an important aspect of our retail strategy and will constitute a major focus of the Authority's consumer marketing communications.

To provide a calm, restful experience prior to boarding a flight, passengers will be able to enjoy a relaxed shopping environment which takes full advantage of the transparent and user-friendly design of the passenger terminal building. Shop designers have generally adopted an "open-floor" approach. Customers are encouraged to see and interact directly with merchandise. To integrate with this approach, the Airport Authority has adopted a retail identity - "Hong Kong SkyMart", for the airport.

Mr Raymond Lai, AA Finance and Commercial Director said: "This new retail identity is an expression of the Airport Authority's vision. The sky concept is used because we are dealing with high flyers and the jet set. It also provides the platform for a vibrant business setting where the sky is the limit. Our 'Market in the Sky' is positioned to remove the physical and conceptual confines of a shopping mall and this name very neatly summarises the vigour and excitement that the new airport shopping experience has to offer.

"Hong Kong SkyMart has been chosen as our consumer branding as it brings to our new airport retail concept a strong human element. The new airport is a regional hub that will be used by tens of millions of international passengers use each year. SkyMart is a marketplace and the centre of shopping/dining activities for a highly diversified group of customers. It has something for everyone."

An integrated marketing programme with a full-scale advertising campaign will start in early July to launch Hong Kong SkyMart.

The Airport Authority has licensed over 140 outlets and a list of shops and caterers (3 pages) is attached.

Ref. PR-356