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PETALING JAYA (April 6): Sime Darby Property is looking to launch its latest brand campaign The Architects of Elmina on April 7, aiming to amplify the developer’s story of developing sustainable communities and celebrating healthy and balanced living at the City of Elmina..
The 5,000-acre freehold City of Elmina township is located along the Guthrie Corridor Expressway to the west of Kuala Lumpur and is said to be the catalyst for growth in Selangor Vision City.
In a statement today, the developer said the new brand campaign will feature six wellness ambassadors dubbed The Architects of Elmina who represent different aspects of wellness incorporated into The City of Elmina township.
The ambassadors include co-founder of Permaculture Perak Amy Tan (Community Architect), founder of YogaOneThatIWant Studios Atilia Haron (Mental Architect), executive director of the Tropical Rainforest Conservation and Research Centre Dzaeman Dzulkifli (Environmental Architect), triathletes Jessen Lee and Sue Teoh (Physical Architects) with co-founder of PurelyB Marissa Parry (Family Architect).
“Sime Darby Property aspires to establish the City of Elmina as a township that reflects total wellness, making it the ideal township for residence and retreat.
“The campaign aspires to communicate to the masses that the wellness elements in the township are not merely concepts on paper, but actual offerings created in consultation with real people who aspire to live the best life they can,” said Sime Darby Property managing director Datuk Jauhari Hamidi.
In conjunction with the campaign, a brand film featuring the township and its tangible wellness feature will be launched simultaneously on Sime Darby Property’s digital platforms on Facebook, YouTube and digital ad networks.
“The film will portray the amalgamation of the township’s eight pillars of wellness into five key representations: Community Wellness, Mental Wellness, Physical Wellness, Family Wellness and Environmental Wellness,” said Sime Darby Property.
As part of the campaign, Sime Darby Property will consecutively organise wellness themed events and activities from April to June 2017. Among activities planned are the Power of Wellness Weekend, which will include a series of talks on wellness topics by the Architects and side activities such as yoga sessions, healthy cooking demonstrations and many more.
