HK shifts tourism focus to A-P markets

<p>HONG KONG: The Hong Kong Tourist Board (HKTB) has shifted its </p><p>marketing communications strategy to focus on tactical initiatives in </p><p>intra-regional short-haul markets following the terrorist attacks on the </p><p>United States last month. </p><p><BR><BR> </p><p>Previous campaigns were more thematic-focused and the change in </p><p>direction was made as the tourist board was looking to encourage a quick </p><p>consumer response to special offers. "The activities concentrate on </p><p>trying to bring into Hong Kong more travellers from Asia, especially </p><p>China. As such, the campaign includes price or value added promotions in </p><p>co-operation with airlines and travel agents," said Gary Tse, chairman </p><p>and chief executive officer of FCB, which handles the HKTB account. </p><p><BR><BR> </p><p>The promotions are predominantly targeted at Asian markets because </p><p>short-haul flights have not been as severely affected as </p><p>intercontinental services following the September 11 attacks. </p><p><BR><BR> </p><p>However, Hong Kong's hotel industry has felt the brunt of the slowdown </p><p>from the sharp decline in arrivals from the West. The hope is that the </p><p>intra-regional focus will go some way to make up for the current </p><p>shortfall. </p><p><BR><BR> </p><p>"Thematic campaigns would not work right now because we want something </p><p>which people can react to quickly. We want to give people more incentive </p><p>to buy into certain promotions," said Tse. </p><p><BR><BR> </p><p>However, Tse added that the total amount the bureau planned to spend had </p><p>not changed much year-on-year. </p><p><BR><BR> </p><p>"Basically, a lot of the money that used to be spent on thematic has </p><p>been shifted to tactical." FCB is also conducting a survey across the </p><p>region to determine if travellers in Asia were interested in visiting </p><p>Hong Kong in the near term because of the current climate. </p><p><BR><BR> </p>