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'A Brand New View' of Hong Kong's Peak Tower

Travel News Asia 17 June 2005

A distinctive brand identity for The Peak Tower has been unveiled, marking the first stage of an aggressive marketing campaign to relaunch Hong Kong’s landmark tourist attraction.

With the tagline “A Brand New View”, the campaign aims to create excitement and a sense of anticipation for the revitalised shopping, dining and entertainment destination, which will re-open in the middle of 2006.

The Peak already attracts over six million visitors a year and this is expected to grow significantly as tourism numbers continue to increase. The major renovation of The Peak Tower coupled with the government’s proposed plans to upgrade the area in the immediate vicinity, is expected to generate substantially more interest in visiting the popular destination and to encourage visitors to stay longer.

Artist's Impressiion of the Renovated Peak Tower - Hong Kong

One of the key highlights of the new-look Peak Tower, owned by The Hong Kong and Shanghai Hotels, Limited (HSH), will be the conversion of the entire rooftop of the bowl-shaped building into a huge viewing platform, offering stunning 360-degree panoramas of Hong Kong. 

“This campaign invites people to look at The Peak Tower from a totally different perspective as well as to appreciate its transformation into a dynamic retail, restaurant and entertainment facility that they can’t afford to miss,” said Martyn Sawyer, HSH’s group general manager, properties and clubs.

Other noteworthy features in The Peak Tower’s revitalisation plans will include several upscale restaurants with choice views over Hong Kong, state-of-the art lighting effects, and a singular “festival market” shopping arcade featuring contemporary reinterpretations of traditional Hong Kong venues such as Ladder Street and The Ladies Market.

A year-round calendar of diverse and lively events is also planned to help make The Peak Tower a magnet for visitors from all walks of life, whether residents or tourists.

Renovation has already commenced, although a limited number of businesses such as Madame Tussaud’s and Pacific Coffee will continue to operate until the end of August 2005 when the building will be fully closed. The Peak Tram will, however, continue to operate normally throughout the entire renovation period, and as such, visitors will still be able to enjoy some of the flavour of the Peak without interruption.

See other recent news regarding: Hong Kong

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