Youth portal in digital push for World Expo

GOVERNMENT   DIGITAL   CAMPAIGN

Hong Kong – Making use of social media and digital out-of-home platform, the government’s youth portal Youth.gov.hk has launched a campaign to promote Hong Kong’s participation in the World Expo among teenagers.

“Shanghai Wall Post – Journey to Expo 2010” is a website dedicated for Hong Kong teenagers to catch the latest news about the Expo and the Hong Kong Pavilion such as cultural performances and exhibitions.

Visitors can share the website with their friends via Twitter and Xanga. A Facebook fan page is also up for teenagers to interact and talk about their Expo experience.

Off the Internet, selected postings and contributions to Shanghai Wall Post are broadcasted on digital out-of-home platforms at McDonald’s. A series of parties and gatherings for Youth.com.hk’s members are also underway.

CY Chan, web manager of Youth.gov.hk, said the objective of this campaign is to offer a fun and informative platform for teenagers in Hong Kong to learn more about the Shanghai World Expo.

“Social media is a part of teenagers’ every day life,” Chan said.

“We will continue to pay attention to their media usage to better connect with them.”

Michael Cheng, chief operation officer and director of New Digital Noise – the agency responsible for the digital part of this campaign, said this is a truly integrated campaign for a maximum reach.

“On the digital front, we have tie-in with portals such as Yahoo! and MSN,” Cheng said.

“But we also have bloggers' contribution, social media and digital outdoor platform to drive users’ activity.”

The campaign runs from now throughout the Expo period.

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