HK eases COVID-19 measures: A running list of brand observations

As the Hong Kong government relaxes pandemic control measures and ensues the dissemination of consumption vouchers, brands in the city are expecting an influx of local customers. Starting from 21 April, restaurants are allowed to operate dine-in services from 6pm to 10pm. The cap on customers per table will be expanded from two to four, and a maximum of 20 people would be allowed for banquets. In addition to restaurants, some other premises that had required by the government to close in January will also reopen, including gyms, beauty parlours, public sports and performance venues, libraries, museums, and children’s playgrounds.

While the city is still implementing one of the most stringent border control policies in the world, things are definitely looking up. The positive moves have also seen brands in recent weeks restart their marketing machines rolling out multiple campaigns and finding new ways to attract customers. MARKETING-INTERACTIVE spoke to several businesses about their plans to welcome customers to drive better business outcome and recovery. 

ZA Bank

The virtual has launched the campaign "Revengeful spending" (報復式折扣) to celebrate the relaxation of social distancing measures, offering discounts on F&B, shopping, and experiences to customers. For example, they can enjoy up to 11% of cash rebates after patronising restaurants or cafes of 33 F&B chains. Moreover, the bank has also collaborated with three shopping malls, including K11 Art Mall, D·PARK and The Forest, offering an extra 11% of K Dollar rebates.

When it comes to experiences, holders of ZA Cards can enjoy a free seven-day pass to enter PURE Fitness and PURE Yoga. They can also attend free online fitness and yoga classes, in addition to discounts on joining the fitness chain.

Cafe de Coral

The fast-food chain has launched discounts to lure customers. They can enjoy up to HK$10 reduction by ordering a dinner set for two people. The brand has also rolled out a set of posters to remind customers about the days that they had to have dinner at parts, in their private car, or on the street.

"We wanted to announce the reopening in a way that shows empathy to our customers and also grounded in the unique fact that Cafe de Coral is probably one of the most popular restaurant choices for every man and woman in Hong Kong for dinners, not just for the quality and affordable food but also for the familiarity of Cafe de Coral’s safe and friendly environment," said Jeffry Gamble, chief creative officer, dentsu international Hong Kong.

Trip.com

Trip.com has launched the Weekend Super Sale campaign to support the Hong Kong government's relaxed social distancing measures, and the latest round of consumption vouchers. During the campaign period, Trip.com users can enjoy deals on staycation packages at popular hotels with up to a 76% discount, including Auberge Discovery Bay Hong Kong, and Conrad Hong Kong. In addition to staycation packages, Trip.com also offers various local and extraordinary destinations in the city such as the "Jurassic x The Dinosaur Park" Hong Kong exhibition.

Users can also purchase Sky100 Hong Kong Observation Deck tickets at HK$11. Boon Sian Chai, general manager of Trip.com Hong Kong, said, "We are delighted to see that the Hong Kong government is relaxing social distancing in phases. With the consumption voucher scheme stimulating the local economy, Trip.com has been working closely with different local hotels and partners to support Hong Kong's economic recovery."

Expedia Hong Kong

According to data from Expedia Hong Kong, since the Hong Kong government’s announcement to lift flight bans on nine countries, outbound flight search traffic on its platform increased by about 50% between 31 March and 6 April compared to the week from 14 March to 20 March. The UK, US and Canada continue to be the top international destinations being considered by Hong Kong travellers. Mid-haul destinations that have recently reopened their borders, such as Singapore and Kuala Lumpur, are also proving attractive. During the same period, inbound flight searches on Expedia.com.hk grew by some 160% since the flight bans lift announcement.

The company also studied Hongkongers' desire for travel. An overwhelming 92% of survey respondents said they valued vacations more than ever, with over half (55%) claiming they would be taking at least the same number of vacations as usual. Almost a quarter (23%) of them said they had booked travel products in 2022. Moreover, two-thirds (67%) of those surveyed in Hong Kong were planning to "go big" on their next trips. More than a third of Hong Kong’s travellers (34%) were also more willing to treat themselves and prioritise their enjoyment and experiences over the budget on their next trip. Furthermore, almost half (49%) were looking for a sense of contentment and mental wellbeing on their next trip.

Price.com.hk

Retailers of home appliances have rolled out discounts to lure people to shop. As one of the price comparison platforms for home appliances, Price.com.hk said that after the disbursement of the consumption vouchers, traffic on its platform increased by more than 100% compared to the daily average of Q1 2022. Its eCommerce sales increased by over 300% during the same period. Wilson Wong, marketing director of Price.com.hk said Hongkongers were more willing to spend in the latest round of the consumption voucher scheme. Its eCommerce sales during the consumption voucher scheme period this year doubled the sales of the same scheme last year.

Price.com.hk also unveiled the top 10 items sold on its platform:

1. Nintendo Switch OLED
2. Samsung Galaxy M33 5G
3. DELL G15 5515 15.6"
4. Sony PlayStation 5 with Disc Drive
5. Sony WF-1000MX4
6. Apple iPhone 13 512GB
7. MSI Sword 15 11UD MAX 15.6"
8. Logitech G Driving Force
9. Apple AirPods Pro
10. DELL G15 5515 15.6"

Ngong Ping 360

Ngong Ping 360 is one of Hong Kong's major attractions. The cable car service resumes operations today, while the indoor attractions at the Ngong Ping Village, including the Cable Car Discovery Centre and Motion 360, will also reopen. However, as Hong Kong is still implementing stringent border control measures, attractions in the city mainly rely on local customers and Ngong Ping 360 is no exception. Andy Lau, managing director of Ngong Ping 360, said the company wants to create a visit-worthy reason for Hong Kong locals. "We want to instill a sense of wanderlust, positivity and resilience; and produce interactive online content to meet the needs of our visitors," he said.

In H2 2022, Ngong Ping 360 will continue to boost ticket sales and drive visits by launching seasonal events, riding on their popularity to drive initial uptake and tap into the trend of short-term entertainment. Moreover, in Q4 2022, Ngong Ping 360 will launch a new cable car project, hoping to stimulate local patronage by positioning Ngong Ping 360 as an outdoor destination for families and friends.

Moving forward, Lau explained, "In the short term, we are expecting to launch a series of promotions in the Greater Bay Area to attract cross-border travellers. We will also relaunch the Tai O Cultural and Heritage Tour and tailored private group tours, staycation programmes with hotels on Lantau Island soon after the reopening of the borders."

In the long run, Ngong Ping 360 will actively facilitate and participate in programmes initiated by the HKTB to promote the city. The attraction will also work with overseas partners and the HKTB in the wake of the relaxation of travel restrictions.

Harbour City

The shopping mall, located at Tsim Sha Tsui, announced that the average dining reservation rate exceeds 70% from 21 to 24 April, and more than 10 restaurants are almost fully booked on the first weekend. Since last year, more than 30 new international and local restaurants have opened, including TamJai Yunnan Mixian, Ricky’s Spicy Kitchen, CHICHA San Chen, NINETYs, myEureka, Teemtone, and Lemongrass Bakery. 

Looking ahead, the shopping mall will diversify its catering options. More restaurants and popup stores are expected to open in Harbour City, including CHECK-IN TAIPEI, Omotesando Koffee, Cookieism, LIFETASTIC Patisserie, and Prince Restaurant.

If you'd like to share your observation and changes to marketing strategies, reach out to simony@marketing-interactive.com

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