Aiming to attract overnight visitors during the upcoming peak travel season and to boost retail spending, the Hong Kong Tourism Board (HKTB) has rolled out a regional campaign in key short-haul markets with a host of rewards.
Created by Grey Hong Kong, the campaign covers the Greater China, South Korea, Singapore, Malaysia, Philippines, Thailand and Indonesia.
The commercial will be broadcasted on multiple platforms on top of local TV support in each market. The campaign will have a strong digital presence to further reinforce viewership and encourage tourists to find out more on its website.
"Hong Kong is known for its compact variety and it was imperative to bring this to life," said Tina Chao, marketing director at HKTB.
"Our marketing strategy aims to engage visitors during trip-planning, throughout their stay and up to the moment they depart, through a wide range of communications channels from TV to digital, outdoor, mobile, and activation tactics including experiential, social media contest and location-based mobile messages.”
Client: Hong Kong Tourism Board
Executive director – Anthony Lau
Marketing director: Tina Chao
Senior manager, brand marketing: Michelle Tan
Creative Agency: Grey Group Hong Kong
MD HK and chief creative officer: Keith Ho
Group creative director: Almon Lam
Media Agency: Mindshare Hong Kong
Deputy leader: Remy Ng
Partner, client leadership: Vivian Chik