Property developer Shimao Group is promoting Gongsan Plaza, a new development between Workers’ Stadium and Sanlitun, with a series of busy, eye-catching ads.
One of the ads, which ran in The Beijing News, plays on Sanlitun’s identity as one of Beijing’s night-time hot spots:
From hung-over to a meeting in just seconds
The whole campaign plays up the development’s central location, telling harried white-collars that working long hours doesn’t mean they can’t enjoy a healthy nightlife.
The property embraces another aspect of its location: a visit to the development homepage opens with its name, 工三 (short for 工体 and 三里屯) scrawled in bright red lipstick.