LINE TODAY HK highlights local food culture with new guidebook

LINE TODAY Hong Kong has unveiled its new food and cocktail guide to act as a helpful tool for tourists to experience the local culture through food and a useful resource for locals to discover new dining options in Hong Kong.

Available only in Hong Kong now, the Legacy Food and Beverage Guide features a wide range of restaurants and bars which range from affordable local diners to high-end restaurants. With the guidebook, LINE TODAY HK aims to attract a broad range of people with varying budgets and preferences. 

In a conversation with MARKETING-INTERACTIVE, Queenie Hung, director of LINE Hong Kong said the brand's marketing strategy for the Legacy Food and Beverage Guide in Hong Kong was focused on showing appreciation on the local food scene and leveraging social media, influencers, content marketing and partnership to raise awareness of and interest in the guidebook and drive traffic to the featured restaurants and bars.

The brand is collaborating with local food bloggers and influencers to help attract nominations for the best dishes and cocktails from potential restaurants and bars. These influencers will also help showcase the benefits of the guide and drive traffic to the featured restaurants and bars, said Hung. Nominations are open to all restaurants and bars that offer dine-in service and that started operating in Hong Kong on or before 30 June this year. 

“By partnering with influencers who have a strong following and credibility in the food and beverage industry, LINE TODAY HK can increase the visibility of the guidebook and build trust with key players in the F&B industry,” Hung added.

In terms of the duration of the campaign, Hung said the success of the initial launch of the guidebook would be a key factor in determining whether the campaign is ongoing.

“If the guidebook received positive feedback from users and helped to drive traffic to the featured establishments, then LINE TODAY HK and the Hong Kong Tourism Board may see value in continuing to promote the guidebook and the city's food and beverage scene,” Hung added.

To engage a wider audience, LINE TODAY HK has been promoting the guidebook through its platform and social media channels, and this strategy will continue after the guidebook's release to generate buzz around the featured restaurants and bars. Additionally, LINE TODAY HK will creating unique hashtags to promote the guidebook and encourage users to share their experiences and recommendations with others.

"Hong Kong is known for its amazing food and drink scene, and we are excited to be showcasing the best of the best as voted by our users and professional judges," said Hung. “We encourage all restaurants and bars to nominate their outstanding dishes and cocktails, and we look forward to seeing the results."

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