The Peak HK concludes social media pitch

The Peak Hong Kong has tapped Havas Media Hong Kong as its social media partner, following a competitive pitch last year, as confirmed to MARKETING-INTERACTIVE.

Havas stood out because of its strong and integrated approach across strategy, content, paid media, analytics, and audience intelligence, according to The Peak. "Their proposal demonstrated a clear understanding that social media today is no longer just about posting content—it is about building meaningful connections with audiences through a coordinated owned, earned, and paid ecosystem. Another key differentiator is the depth of insights and intelligence they can bring to the business."

Through Havas' global partnerships, proprietary tools, and social listening capabilities, they are able to provide competitor analysis, brand sentiment monitoring, consumer research, and audience behaviour insights, said The Peak. "This gives us a stronger foundation for making informed marketing decisions and ensuring that our content remains relevant and culturally resonant across different markets."

Under the partnership, Havas is tasked at supporting the continued evolution of The Peak Complex as Hong Kong's must-see tourism destination and one of the city's most iconic attractions. 

Jasmine Yu, director of marketing, Peak Tramways Company, said, "The objective is to build a strong and emotional brand narrative that brings together The Peak Tram,The Peak Tower and Sky Terrace 428 into one inclusive and cohesive destination experience—connecting heritage, discovery, breathtaking views, nature, dining, shopping and unforgettable memories in a seamless guest journey."

Social media will be leveraged to strengthen brand affinity, amplify storytelling, and engage both local and international audiences through compelling content, community engagement, and targeted paid media campaigns. It will play a critical role in driving visitation and repeated visits to The Peak, increasing awareness of new products, packages and experiences, and reinforcing The Peak's position as a world-class destination that leaves visitors with memories that stay with them long after their journey ends.

The scope includes management of The Peak Hong Kong's Instagram and Facebook channels, content strategy and production, post publishing, community management, audience engagement, and paid social media advertising.

The first work between Havas and The Peak started rolling out late March, including a recent reel that went viral and received overwhelming positive response.

Havas said, "Everybody knows The Peak as Hong Kong's most iconic viewpoint, but it's more than that. It's a destination where heritage, nature, and world-class experiences converge. We're excited to partner with The Peak Tram's team to translate that onto social media: crafting immersive stories, sparking culturally-relevant conversations, and turning every visit into a shareable moment."

Photo courtesy: Hong Kong Tourism Board

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