DDB Hong Kong Named Lead Agency for Hang Lung Properties' The Peak Galleria
DDB Group Hong Kong has won the brand communication strategy and creative mandate for The Peak Galleria’s new brand campaign. Owned and managed by Hang Lung Properties, The Peak Galleria – perched on top of Victoria Peak – is one of Hong Kong’s most iconic tourist attractions.
Led by the agency’s robust strategy team, DDB took home the account following a four-way pitch. The appointment marks another milestone for the partnership after winning gold at the Marketing Event Awards for The Peak Galleria’s hugely successful Halloween event in October 2016. DDB’s unusual auditory haunted house experience helped boost mall footfall to its highest comparative level in three years.
Going forward, DDB will take lead-agency responsibility for The Peak Galleria’s 2017/18 brand communication, and strengthen its position as a world-class shopping, dining and entertainment destination.
“DDB’s passion and entrepreneurial spirit was undeniable from day one. Their proposal integrates strategy with executional excellence,” said Joyce Lee, General Manager, Leasing and Management at Hang Lung Properties. “The result is a succinctly distilled brand identity that positions The Peak Galleria as a city getaway to unwind after a taxing day in the city, a place to explore and discover at one’s own pace,” she added.
“Kudos to our water-tight strategy, creative and account teams for bringing the business into the fold,” said Irene Tsui, Managing Partner at DDB. “Together with Hang Lung Properties, we will kick off a fitting new brand story for one of the jewels in Hong Kong’s crown.”
The announcement follows the addition of Hong Kong International Airport’s SKYCITY, Hong Kong Airlines, French beer brand Kronenbourg 1664 and new venture GenLife to DDB’s portfolio in recent months. Reported in May, DDB Group Hong Kong strengthened its management team with the addition of Keith Ho as Chief Creative Officer and co-Managing Partner alongside DDB stalwart and former General Manager Irene Tsui.
Category: Services, Tourism , Travel