Pacific Place hands creative account to Leo Burnett after a US$258 million facelift

The appointment came after a two-round creative pitch in March, against unspecified agencies.

Leo Burnett Hong Kong worked for Swire Properties on the launch campaign for Taikoo Hui, a scalable property with mall, offices and hotel in the Tianhe district of Guangzhou, last September.

Pacific Place, which opened in 1988 includes the Island Shangri-la Hotel and the Conrad Hotel. The complex has just invested about US$258 million (HK$2 billion) in a contemporisation project, the latest initiative to improve the ambience of the mall.

The mastermind behind the project, Thomas Heatherwick, who designed The Seed Cathedral of the British Pavilion at the 2010 Shanghai World Expo, took an organic approach to the new design, using natural forms and materials to impart a sense of fluidity.

Pacific Place has also brought in a new selection of high-end brands, including luxury department store Harvey Nichols, Louis Vuitton's new flagship store, and British fragrance brand Jo Malone.

Last December, Hong Kong branding and design consultant BrandWorks Asia rolled out a 'Could it be my angel?' ad campaign for the mall for the holiday season.

Last July, Swire Properties handed its media AOR account to Mediabrands Hong Kong, after a competitive pitch with several undisclosed agencies. The monitored media adpsend of Swire Properties in 2010 was US$7 million (HK$54 million).