Singapore independent agency, Blak Labs, was appointed to create a cross-channel campaign to celebrate the 60th anniversary of real estate company, City Developments Limited (CDL). Titled ‘Shaping Skylines. Lasting Legacies’, the milestone campaign featured press ads and DYK-style stories about CDL’s properties and milestones.
Teaser ads and a double-page spread in The Straits Times and business publications told the story of CDL’s exceptional expansion. Through bold vision, prudent risk management and sheer grit, it weathered economic storms and transformed itself from a fledging developer with a staff of 8 into a global property and hotel conglomerate, employing over 8,000 employees.
The print ads showcased CDL’s achievements and landmark developments. Readers could scan a QR Code to learn how CDL shaped the face of real estate through dedication to business excellence, innovation and sustainability (cdl.com.sg/ourstories).
The multi-facetted campaign was conceptualised to ensure reach and longevity beyond the insertions on the day of publication. The stories on the microsite, sourced locally and from the global team, form a cultural repository for prospective customers and hotel guests, while inspiring current and future staff.
“We are delighted to help CDL celebrate their 60th Anniversary the way they approach their business – with great imagination,” said Charlie Blower, Managing Partner, Blak Labs.
