What better way to celebrate Labour Day than to reflect on the “work” put into the marketing for the Ginger condos in Vancouver. This is a development, as the developer puts it, of “zesty homes in Chinatown, a playground rich with history, bustling with energy and loaded with worldly pleasures.”
That this ad is themed around exoticism and food shows the limited imagination of marketers when it comes to “ethnic” marketing. This brand is superficial at best, bigoted at worst. They might as well take it one step further and give a discount if you own a Jeep Cherokee.
Could there not be a different way of thinking about Chinatown beyond cliches about the piquancy of Chinese cuisine?
Let me put it this way. Would you think it appropriate to brand a condo Tandoori? How about Gefilte? You see where I’m going.
Congratulations, Porte Development Corp. You just got your first taste of condohype. Now what’s that you say about liking it spicy?