HKTB concludes global creative pitch

Hong Kong Tourism Board has appointed Grey Advertising Hong Kong as its global creative agency for the next three years following a pitch earlier this year, MARKETING-INTERACTIVE has confirmed.

Under the appointment, Grey will lead HKTB's global creative and communications strategy, promoting Hong Kong to international audiences through strategic planning, creative development and account management.

Don't miss: Can 'Only in Hong Kong' truly capture the city's evolving soul?

The partnership has already produced its first campaign Only in Hong Kong, which rolled out last week using an authentic, documentary-style lens to celebrate real moments, real settings, real culture and real people.

Moving beyond a place to see, the campaign reveals Hong Kong made to be felt. By capturing the city’s sights, sounds, and rich flavours, 'Only in Hong Kong' reveals the true soul of the city, transforming everyday moments into lifelong memories, a HKTB spokesperson said. 

Only in Hong Kong is built around four defining qualities of the city: Variety, vibrancy, contrast, world-class, explained the spokesperson. This DNA is brought to life through a distinctive visual system comprised of 16 bold colours, inspired by iconic elements of Hong Kong such as Dukling Red, Bauhinia Pink (洋紫荊粉), Ding Ding Green (叮叮綠), and Kai Tak Stadium Lavender (啟德紫).

At the heart of the campaign is a distinctive visual identity. The Only in Hong Kong logo fuses the electric glow of Hong Kong’s neon street signs with the timeless imprint of a traditional Chinese signature seal. "This is a modern expression and a coming together of heritage and energy. At the base of this logo sits Asia’s World City highlighting Hong Kong’s status as a premier global destination where East meets West."

Moving beyond polished, conventional imagery, the campaign draws from real street scenes, capturing the textures, colours and authentic moments that define and differentiate the city’s authentic character.

"The campaign is an ongoing global effort to continuously showcase Hong Kong’s multi-dimensional appeal through authentic and relatable city moments. HKTB will continue to introduce new creative assets keeping the campaign fresh while highlighting different facets of the city," the spokesperson added. 

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