City of Elmina: The Architects of Elmina – This is how life should be

Chan Su Ling, Galen Lau

Malaysian wellness township City of Elmina used 'wellness architects' across lifestyle, health and environment in a campaign to boost its profile and sales.

Campaign details

Brand: City of ElminaBrand owner: Sime Darby PropertyLead agency: Ensemble Worldwide, Initiative MalaysiaContributing agencies: Reprise MalaysiaCountry: MalaysiaIndustries: Property & constructionMedia channels: Content marketing, Events & experiential, Online display, Online video, Print - general, unspecified, Public relations, Search marketing, Social media, Websites & microsites, Word of mouth, advocacyBudget: 500k - 1 million

Executive summary

The City of Elmina was one of the first 'wellness' townships to be built in Selangor, Malaysia. But recession and stiff competition from developments around the area – who were also...

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