Tianjin Goldin Metropolitan Polo Club names Lowe China AOR

Tianjin Goldin Metropolitan Polo Club is the first of its kind in Northern China and will be launched in the fourth quarter of 2010.

It consists of a large-scale commercial, residential and recreational project including a 117-storey Goldin Tower, which is expected to be the tallest building in China when construction finishes in 2014.

To capture the growing number and demand of the super-rich and ‘new aristocracy' in China, the Tianjin Goldin Metropolitan Polo Club aims to cater to the luxurious lifestyle of China's new rich and their second generation who are younger, more outspoken and open-minded.

"Since it is a brand new club and a brand new concept, our design and advertising teams did a good job of creating the brand from scratch," said Kitty Lun, chairman/ CEO of Lowe China.

"Polo is regarded as the ‘king of sports', a classy sports that requires leadership and team spirit. We believe we have created a launch package that lives up to the sport and sells a high-flying lifestyle to Chinese consumers in Northern China."

Among its duties as AOR, Lowe China will be in charge of the brand strategy, launch marketing and recruiting members for the Club.

"Mass media is normally not the most effective platform to reach the super rich, instead PR and networking would be a core component," added Liu. "However mass media could help to create an feeling of envy among the mass, which makes the Club more exclusive."

According to the annual Hurun Report, China is said to have 130 known dollar billionaires, up from 101 last year. The number in the United States is 359 while Russia has 32 and India 24, according to Forbes magazine.