Following last year’s “Old Town Central” campaign, the Hong Kong Tourism Board has launched another campaign to further promote local flavours in Sham Shui Po.
Named “Hong Kong Neighbourhoods – Sham Shui Po”, the campaign boasts a number of walking routes recommended by locals and themed decorations displayed at various locations. Advised by well-known historian Dr Joseph Ting and three locals, the walking routes showcases the history, creative trends, authentic food and treasure hunting hotspots of the district.
The HKTB has also put up various decorations across the district such as Sham Shui Po MTR station. Outdoor decorations include lamp posts along major roads and streets, the street-facing wall of Dragon Centre, street railings as well as China Light and Power’s pillar boxes. The design of the decorations was inspired by the iconic red, white and blue canvas rooted in Sham Shui Po, along with graphics of buttons, zippers and nostalgic toys.
Visitors can scan the QR codes on the decorations for detailed information.
“They (visitors) nowadays look for a more in-depth travel experience. In Sham Shui Po, they can experience the authentic everyday lives of Hong Kong people,” said Peter Lam, chairman of the HKTB.
“Our promotion is also in line with the government’s development blueprint for Sham Shui Po, creating synergy with the future development of the district.”
According to South China Morning Post, the HKTB has splashed out more than HK$12 million on a series of improvements and marketing activities to promote Sham Shui Po, despite it’s regarded as one of Hong Kong’s poorest districts with dirty streets and illegal hawking.
To promote the campaign globally, the HKTB has launched a micro-film series named Treasures of the Heart directed by up-and-coming director Steve Chan, on its digital and social media platforms. Other promotions include a TV programme being broadcast on Cathay Pacific’s inflight entertainment system and familiarisation tours for overseas trade.
Visitors can go online or to HKTB Visitor Centres to get a copy of Sham Shui Po Self-guided Walks guidebook as well.