"The exterior will have a new view with fascia upgrades and lighting treatments, while the interior has a new look with a complete renovation. When you combine this with a new live entertainment focus, we'll actually shift the role of this tower from an attraction for tourists to a destination for all of Hong Kong," said Greg Crandell, regional director and ECD at Splash, the agency behind the campaign.
A preview of the campaign was taken to trade shows in Berlin, Guangzhou and Shanghai by the Hong Kong Tourism Board.
"There has never been a specific campaign for The Peak Tower and yet we have always been one of Hong Kong's biggest attractions," said Martyn Sawyer, group general manager, properties and clubs, Hongkong and Shanghai Hotels.
"However, for this campaign, Hong Kong residents are a priority."
The 12-week campaign kicked off with bus ads, bus shelters, billboard posters and MTR advertising. Print ads will run in the South China Morning Post and Chinese-language newspapers, along with ads on travel-related websites.
Ads will also appear in the Trilingual Hong Kong Map, distributed by hotels and the Chep Lak Kok Airport.