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| No.2 April, 2013 |
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Hong Kong Tourism Board talks about new campaign |
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 If you live in Sydney or Melbourne, or are currently visiting, you’ll notice images of Hong Kong’s famous skylines and attractions in busy locations like Town Hall station and on major tram lines. That’s all thanks to the Hong Kong Tourism Board which is encouraging Australians to travel to the city in time for its famous Summer Spectacular.
We recently caught up with Andrew Clark, Regional Director of Hong Kong Tourism Board to talk about the new campaign, the idea behind it and the results they’ve seen so far.
| Q: |
Can you talk about the idea behind this new campaign from Hong Kong Tourism Board? |
| A: |
Now that we’re in a new financial year, Hong Kong Tourism had a great opportunity to rebrand and promote Hong Kong as Asia’s world city. This campaign includes TV, digital and of course, outdoors - which Sydney and Melbourne-siders would have noticed. The campaign is basically an overall branding for the city which leads into the Hong Kong Summer Spectacular. |
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| Q: |
In terms of the outdoor campaign, how and why did you choose the locations? |
| A: |
For the outdoor component of our campaign, we chose Sydney and Melbourne. In Sydney, we wrapped Town Hall station with Hong Kong imagery and featured a series of events across the calendar year, like the Dragon Boat Festival and Cheung Chau Bau Bun Festival. We also highlighted the food in the city and cultural attractions like the Big Buddha. For Melbourne, we have two trams wrapped in Hong Kong's famous nightscape.
In both cases, we wanted to be seen in places where there was heavy foot traffic. We wanted to speak to commuters and people who were shopping or going to work. We felt this audience would be responsive to the Hong Kong Summer Spectacular which aims to show the diversity of the shopping experience in the city; whether it be the many glitzy malls or street markets the city offers.
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| Q: |
When Australians and New Zealanders visit Hong Kong, what are the places they most want to go to? |
| A: |
There’s always a wide range of activities tourists are interested in. Of course, the Peak and Star Ferry are perennial favourites. People love the shopping and food in Hong Kong. The city is becoming more of a culinary paradise, with over 61 restaurants in Hong Kong with Michelin stars and 76 more restaurants having awarded “Bib Gourmand” status.
People also go to Hong Kong for the East-West fusion and they love the clean and efficient transport. Of course, the strong Australian dollar also means locals are keen to spend their money in places like Hong Kong where it can be put to good use! |
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| Q: |
What sort of response have Hong Kong Tourism Board received so far from the campaign? |
| A: |
We’re trying to promote Hong Kong through different channels, including through TV by partnering with Flight Centre, online through Zuji and Webjet, and also through social media like Facebook. It’s very early to tell, but our Facebook campaign, where participants can win a trip to Hong Kong – which includes premium-economy flights on Cathay Pacific and a four-night stay at W Hotel – has been overwhelming. In just one week, we’ve had more than a thousand Facebook entries! |
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About Hong Kong Tourism Board
The Hong Kong Tourism Board (HKTB) is a government-subvented body tasked to market and promote Hong Kong as a travel destination worldwide and to enhance visitors' experience once they arrive.
You can get more information about Hong Kong Tourism Board on: www.discoverhongkong.com |
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