Eight campaign hails strength of Tracker Fund

TraHK 10th anniversary celebrated in new advertising push

To promote ten years of strength by the Tracker Fund of Hong Kong (TraHK), brand company Eight Partnership has built a campaign that connects the fund to the vibrancy of the city itself.

The campaign emphasizes the stability and endurance that has characterized the fund by drawing on the imagery of Hong Kong’s iconic skyscrapers.

Since its launch in 1999, TraHK has kept a relatively low advertising profile but wanted to promote its robust connection with Hong Kong as part of its 10th anniversary celebrations. State Street Bank and Trust Company, as trustee of TraHK, turned to Eight for a campaign that would convey the long-term stability of the fund.

“For this campaign we knew that the key was to focus on the direct link between TraHK and the city itself. We built our work around the idea that TraHK is as strong as Hong Kong – reflecting the fund’s stability and steady growth over the long term,” explains Melanie Osborne, Digital Business Director at Eight.

Ads from the campaign launched online, in print and in MTR stations around the city beginning in November.

About Eight Partnership

Founded in 1993, Eight Partnership is a brand company helping businesses create and manage high-performance brands. Eight provides brand strategy and creative services including design, digital communications and advertising. Clients include Apple, The Economist, Starbucks and Virgin Atlantic among others.

Eight's sister-company, Eight Custom Media provides branded content and corporate communications – magazines, websites, financial reports, books, TV programming. Both companies have offices in Beijing, Shanghai, Hong Kong and Macau.