Godiva HK concludes PR pitch

Godiva Hong Kong has appointed local PR agency Above The Line PR following a selection process conducted in late 2024, as confirmed to MARKETING-INTERACTIVE. 

The appointment is set for one year in 2025 and encompasses a range of comprehensive PR services, including integrated media communications, press material preparation, seeding arrangements, event management and KOL collaborations, amongst others.

The agency was selected due to the success of their previous collaboration on the Godiva classic mickey collection campaign in partnership with Disney in October 2024, which drew top of mind, substantial sales as well as remarkable media coverage, thereby laying the groundwork for a strong partnership.

Above The Line PR’s extensive experience in conducting and managing communications for prominent brands and its panache in crafting effective narratives tailored to the right audiences also contributed to the win. Above The Line specialises in consumer-facing brands across various sectors, including lifestyle-oriented labels, shopping malls, arts and culture, fashion, travel destinations, as well as technology and trade brands.

The appointment is specifically focused on the Hong Kong market, as Godiva Hong Kong aims to leverage Above The Line PR’s expertise in enhancing brand visibility, driving engagement, and maintaining strong media relationships in a competitive environment. This partnership is vital for navigating the ever-changing landscape of local consumption preferences and media trends in the city.

Candy Tong, director of Above The Line PR, said, “We are thrilled to partner with Godiva Hong Kong, leveraging innovative PR strategies to enhance brand visibility, engage consumers, and solidify Godiva’s position as the top chocolate brand in Hong Kong.”

Back in February, the chocolate brand unveiled its 2025 Valentine's Day collection as part of its Love, GODIVA campaign. Each masterfully crafted piece embodies the passion, unparalleled artistry, and devotion to quality that has made Godiva a global symbol of luxury and love for generations.

This Valentine's Day season, the brand encouraged consumers to "Say it with chocolate." The Valentine's Day Collection includes a 14-piece heart-shaped gift box available in either assorted chocolates or dark chocolate.

In honour of love and romance, the iconic chocolatier invites its community to join in the celebration across its social media channels, where fans will be taken on a journey filled with the utmost expressions of love, both old and new. From historical love letters to the modern-day poet, Godiva will prompt fans to lean into love, taking followers back to their roots and sparking nostalgia for these heartfelt expressions of affection. To make the celebration even sweeter, Godiva is inviting followers to participate in an exclusive giveaway by tagging their loved ones on social media for a chance to win delicious chocolate treats.

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