Hong Kong Tourism Board launched its new global campaign with diversity and local experiences the star attraction at an event in Sydney last night brimming with industry partners.
Named, ‘Best of All, It’s in Hong Kong’, the campaign is targeted to 45+ repeat travellers, as well as the coveted first-time millennial, and features four videos starring local personalities.
The flicks cover gourmet dining, fashion and entertainment, family adventures, and the great outdoors.
“Hong Kong is Asia’s world city … and boasting a 58% leisure repeat market, we need to showcase some new attractions as well,” Hong Kong Tourism Board regional director, Andrew Clark said at the trade launch last night (scroll below for pics of the event).
Some of the local personalities featured in the campaigns include three-star Michelin chef Umberto Bombana, designer Anais Mak, singer-actor Eason Chan, actor and pilot Michael Wong and movie star Sean Lau. Naturally, each of these people take viewers on a journey through their respective lives and cultural experiences.
“We want visitors to see, feel and taste the best Hong Kong has to offer from a local’s perspective,” said Clark, who was our high profile star this week.
“By watching these videos and engaging with our content, travellers can discover the breath-taking intensity, the surprising contrasts, the rewarding variety and the captivating style this wonderful city can offer.
“Australian travellers, of all ages, are savvier than ever, desperate to find that authentic, off-the-beaten-track, local experience while on holiday. This campaign aims to provide snapshots of these encounters and offers a different take on Hong Kong for those first-time and repeat visitors considering their next trip.”
‘Best of All, It’s in Hong Kong’ will be launched across digital channels in Australia, specifically through programmatic and native advertising, as well as through tactical campaigns with trade partners. The new branding will be executed across content media partnerships and opportunities for print advertising with trade partners will be explored during the course of the year.
Social will play a key role in the delivery of the videos, incorporated through a series of social stories with a focus on food, nature and fashion aimed at inspiring the target audience.
New hotels are set to open this year and early 2018 and include the Marriott at Ocean Park, a third hotel at Disneyland, and upscale properties The Murray in Central as well as the Rosewood Hotel in Kowloon.
Check out the rest of the campaign vids here, as well as a few snazzy pics from the trade event last night:
Peking Duck Crepes for canapes
