21 August 2011

A brand called Paris Hilton

Zsa Zsa Gabor was said to have invented this phenomenon, which is the media celebrity who seems to be seen everywhere and yet little is known about the person’s accomplishments.  She was and is famous for being famous. Zsa Zsa coasted on her beauty, wit, and bubbly personality. She was a perennial guest on late night talks shows, appeared as herself in Hollywood films, and endorsed everything from Volkswagens to beauty products. She was very active in charity projects and she got herself in trouble with the law for slapping a police officer during a traffic altercation. She is most infamous for her many marriages (a total of nine husbands). Among her many spouses was the hotelier Conrad Hilton, which makes her the former step-great-grandmother of none other  than Paris Hilton!

Paris appears to have been following the same route Zsa Zsa took. The difference between Zsa Zsa and Paris is the latter was born into wealth. She’s an heiress who went into show business and mastered the art of being a celebrity. The Hungarian-born Zsa Zsa was a publicity-hungry starlet who married into wealth, several times. Another huge difference is at 30, Paris still has no plans of settling down. After all, Paris is a very busy businesswoman. She owns a  chain of stores that sell clothes and accessories that carry her name, she established a recording company, she starred in her own TV shows, headlined movies, and owns several other companies.

Her brief visit to Manila seemed to have been all work and no play. She opened a store at a mall,  filmed a commercial for Century Properties, and worked on the interiors of the beach club this real estate company is constructing. The beach club is just among the many structures being built in the residential resort dubbed the Azure.

When Century Properties launched Azure over a year ago, it hired Ruffa Gutierrez and Piolo Pascual as celebrity endorsers. Yet when Paris met with the local media at a hotel in Makati Wednesday evening, the two stars seemed to have been forgotten. Paris had everyone under her spell; wearing a pretty short dress that amply displayed her legs, the paparazzi savvy celebrity gamely posed for the photographers and gave everyone a dose of her brand of star quality.  She looked so comfortable and confident amid all the frenzy; she drank all the attention up as if it were lifeblood. And as for the mostly male members of the media, she was like a goddess who flew into Manila to cleanse and save. It was a religious experience.

However, Century Properties managing director Robbie Antonio clarified that Paris is much more than an endorser, as she is designing the interiors of the beach club. “We wanted somebody who could be involved in the development of the project,” he said. “Paris is very much involved.”

Paris is going to define the look of Azure, and make it look as glamorous as the destinations she usually goes to. “I love going to beaches, I usually go to St. Tropez, Maui, and Dubai. I hear the beaches here in the Philippines are incredible!” said Paris.

The Azure will feature a man-made beach, located at the heart of ParaƱaque City. “We’re going to build the best beach in the world!” she exclaimed.

Paris Hilton’s involvement in Azure certainly puts the project on the world map. It may also put Manila on the world map of playgrounds jetsetters like Paris would normally visit. The attention Azure is getting now is already worth the arm and leg it cost Century Properties to get her.

Would this compel rival developers to go Hollywood as well? Some people think so, others not. A TV journalist covering the real estate beat says Paris is good for Azure. Says he, “She placed the spotlight on Azure, which is a very ambitious project . They’re actually building  a beach in the middle of the city. And Paris is just the right person for it.  But I don’t think it’s a game changer. Other local companies have hired Hollywood celebrities before, particularly Kamiseta, which used Natalie Portman. No other fashion company in the country has followed this marketing strategy. So I don’t think other real estate developers would do the same.”

On the other hand, the marketing director of another real estate developer says Paris has indeed set a new standard in promoting upscale projects. “I think it’s a game changer as far as celebrity endorsers are concerned for real estate,” she says. “I wouldn’t be surprised if other real estate companies follow suit with hiring foreign celebrities too.  However, the discriminating market will not be easily swayed into making an investment just because a high profile celebrity endorses it. At the end of the day, the customer will look at what really matters; the company’s track record of delivering the lifestyle and experience that was promised.”

Paris Hilton certainly has something that’s worth spending for. She’s brought a certain cache to Azure. No local celebrity can accomplish what she’s done. Paris Hilton the brand, which has been so carefully and shrewdly cultivated, provides an international flavor to the project.  The people at Century Properties tend to go for the pricey brands. Paris Hilton us merely another brand added to this prestigious list.



Source: Manila Bulletin

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