Hong Kong Tourism Board partners GrabFood to satisfy Malaysians' wanderlust

The Hong Kong Tourism Board (HKTB) has tied up with Grab and local celebrity chef Ili Sulaiman to give Malaysians 100 reasons to miss Hong Kong through a series of food-related activities. Themed "Bringing Hong Kong to You", GrabFood will deliver food to Malaysians who ordered from participating Hong Kong food merchants through the app using the special promo code IMISSHK.

Meanwhile, aspiring chefs can opt to follow Ili's cooking tutorials to recreate Hong Kong-style cafe meals. After mastering the recipes, Malaysians can take on the Cha Chaan Teng (cafe) challenge to share their creative renditions of the Hong Kong dishes. GrabFood is giving out gift cards while Cathay Dragon is rewarding the top two contestants with a ticket to Hong Kong, to help them fulfil their wanderlust once borders reopen.

The 100 Reasons to Miss Hong Kong campaign also includes a wide series of content featuring the best of Hong Kong, including guides to the top cafes in both Malaysia and Hong Kong. Social media enthusiasts can also impress their followers with AR filters and a food-themed AR game where they can “savour” their favourite Hong Kong dishes. This latest initiative by HKTB aims to remind Malaysians of one of their top travel destinations, by sparking interest and creating a sense of nostalgia. The 100 Reasons to Miss Hong Kong campaign is specifically localised over several Southeast Asia countries in hopes to motivate fans to revisit Hong Kong as their travel destination of choice when the travel ban lifts. A+M has reached out to HKTB for comment.

HKTB currently works with Ogilvy Malaysia as its local PR partner to develop strategic communications campaigns reinforcing the city's position as the travel destination of choice in Asia. The appointment is for a period of three years and the previous incumbent was essence Burson-Marsteller. Led by its PR and Influence team, Ogilvy Malaysia works closely with HKTB’s regional and market teams based in Singapore and Malaysia.

Earlier this year, the tourism board set aside approximately HK$400 million for a three-phase plan to reinvigorate Hong Kong  tourism  and support the trade by building on Hong Kong’s resilience, its recovery starting with locals and the relaunch of mega-events and a new tourism brand campaign later in the year. It later launched launched its global communications campaign - #MissYouToo - which aims to reinforce Hong Kong’s brand image and reconnect with the consumers.

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