Leo Burnett Hong Kong lands creative duties for Sky100

The agency will work closely with media partner Carat for the launch project worth US$2 million.

"When we were looking for a creative agency to handle this campaign, we wanted one that really understands the uniqueness and the edge of Sky100," said Elaine Tsui, general manager of Sky Deck Limited.

"The creative team from Leo Burnett Hong Kong has delivered the key features of Sky100 well with a good balance of fun and sophistication."

Leo Burnett, which previously worked on the launch campaign for the IFC Mall in 2003, has started work for Sky100, covering ALT, social media and event duties and targeting both inbound and outbound visitors.

"We are so thrilled to start this year with our win on this important landmark in Hong Kong," said Lilian Leong, MD, Leo Burnett Hong Kong, "We are pouring our heart into the launch campaign but sustaining the ongoing popularity of this new landmark is equally important."

The company reckons the landmark will become the first spot for tourists to visit upon their arrival in the city, not only to see the 360 degree panoramic day and night view of the entire city, but also to access the multi-media display about the history and culture of Hong Kong inside the observation deck.