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Burson-Marsteller China appointed branding and communications partner by HNA

19 July, 2012


Agency to Support Hainan’s Largest Property Firm through Branding Strategy and Communications Services to Brand its Central Business District

GUANGZHOU — HNA Real Estate appointed Burson-Marsteller, a leading public relations and communications consulting firm, as partner to manage the branding and strategic communications for its Central Business District under development in the city of Haikou in Hainan Province, China. The appointment strengthens Burson-Marsteller’s growing portfolio of property clients in Southern China, including Yuexiu Properties, Vanke, Topspring, Gemdale, Nanhai Economic Zone and Sino-Singapore Guangzhou Knowledge City.

HNA Real Estate is the leading property developer in Hainan Province with the largest market share, and now it is expanding its footprint in China by setting up branch offices in Beijing, Shanghai, Tianjin, Wuhan, Guangzhou, Shenzhen, Yingkou and Chongqing. By leveraging Hainan’s positioning as an International Tourism Island, the firm is slated to initiate the largest project on the island entitled Da Ying Shan, a Central Business District development project covering office buildings, residential apartments, shopping malls, hotels and public landmark. This includes a number of iconic projects, such as Haikou Tower, the tallest building in Hainan, Hainan Sun – Luna Plaza, the largest shopping mall in all of Hainan, and the Hainan International Finance Center.

“As a key strategic tourism and business hub in China now branded as China’s International Tourism Island, Hainan abounds in business opportunities,” said Chris Deri, Burson-Marsteller China’s CEO. “With the role of public relations and branding becoming increasingly important in China’s property sector, Burson-Marsteller looks forward to developing a distinct brand for HNA Real Estate's Central Business District in this partnership on the Da Ying Shan project. We are ready to support this work through offering strategic and effective branding and communications services.”

“Hainan has enjoyed significant growth since its positioning as China’s International Tourism Island by China’s central government. As a leading property developer headquartered in Hainan’s capital, Haikou, we’ve benefited from the region’s growth over the years and the outlook for the future has never been better. We will continue to invest in Hainan to further develop and beautify the community,” said Mr.Fan Ning, Vice-President of HNA Real Estate. “Coupling Burson-Marsteller’s unique global expertise and depth of local experience in property clients, we’re confident that we can build an unparalleled brand in Hainan.”

In recent years, Burson-Marsteller China has been continuously expanding its property practice capabilities and expertise to cover the entire industry value chain - residential, commercial and industrial, and is increasingly sought by leading property clients in the region. The firm provides counsel and program development across the spectrum of public relations, brand positioning, digital media, media relations, and integrated marketing.

Brad Burgess  

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About Burson-Marsteller
Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and digital strategies. The firm’s seamless worldwide network consists of 73 offices and 83 affiliate offices, together operating in 108 countries across six continents. Burson-Marsteller is a unit of WPP, the world’s leading communications services network. For more information, please visit

About HNA Real Estate
HNA Real Estate Holdings (Group) Company Ltd. (in brief as "HNA Real Estate") is a one of the eight subordinate businesses under HNA Group, China's fourth largest air group and one of the Top 500 Chinese Companies. As a large-medium scaled enterprise group, HNA Real Estate engages in real estate development, investment and other comprehensive services. HNA Real Estate was established on May 28th, 2007, with registered capital of 1.75 billion RMB. By June 2008, the total assets of HNA Real Estate group reached over 4.14 billion RMB, and the number of employees was over 2,400.

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