HKTB rolls out first domestic tourism campaign with multiple touchpoints

As the tourism and hospitality industry around the world has been impacted the COVID-19 pandemic heavily, industry players have been making extra efforts to stay afloat and Hong Kong is no exception. The Hong Kong Tourism Board (HKTB) has launched its first ever domestic tourism campaign to call for Hongkongers to discover the hidden gems of the city.

The campaign “Hello Hong Kong – Holiday at Home” is a new yet ongoing initiative to encourage Hongkongers to discover the city, focusing on bringing the city’s lesser-known treasures to light and reigniting people’s curiosity to explore their home. The campaign provides Hongkongers with more than 10,000 deals and offers for shopping, dining, hotels, attractions, health and wellness, to name a few, and also raises awareness across online platforms, social media, and OOH placements.

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“We need to boost local vibes and domestic consumption, and that starts by helping to facilitate homegrown passion. By giving locals and local businesses something to rally behind, we start by building a reconnection and enthusiasm that will grow into a desire to warmly welcome the world once more with open arms and open hearts," said Samantha Fan, general manager of brand marketing at the HKTB.

Apart from the campaign, the HKTB has also signed a three-year retainer with Grey Group Hong Kong, who will continue to develop communications for tourism promotion in Hong Kong and worldwide.

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“Helping Hongkongers take respite from our world’s current challenges is just one part of a larger ambition to further encourage reconnection and rediscovery with their home. But the notion of 'At Home' resonates so well with locals that what started as a holiday can grow to a broader and evergreen initiative for what’s right at our front door,” said Davi Sing Liu, regional chief creative officer of Grey Group China.

Credit list

Adam O’Conor – Chairman and CEO, Grey Group Greater China
Davi Sing Liu – Regional CCO, Grey Group Greater China
Owen Smith – Head of strategy, Grey Group Hong Kong
Desmond Li – Business partner
Ric Dunn – Creative director
Clara Ho – Creative director
Leo Yuen – Associate account director
Leslie Chan – Senior art director
Chow Kin Chung – Senior chinese copywriter
Hayden Wong – Account manager
Serina Chan – Account executive
Wing Tam – Senior producer

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