The Mega Sale - the fourth and largest phase of the year-long 'City of Life: Hong Kong is it' programme of activities - is expected to attract 3.25 million visitors this summer, a nine per cent increase over the same period in 2001, translating into tourism receipts of about $14.7 billlion.
At the heart of the drive is a five per cent discount offered by participating retailers and restaurants on top of any existing sales discounts. HSBC card centres in a number of Asian markets, including India, Indonesia, Singapore and Malaysia are supporting the initiative by joining forces with local HKTB offices in promoting the sale. HSBC card holders in those markets are also being offered special tour packages by Hong Kong's flag carrier, Cathay Pacific.
FCB has provided the main impetus for the overseas component of a sweeping thematic and tactical ad campaign in short-haul markets, such as Japan, South Korea, Taiwan, Southeast Asia and China, including 6,000 buses in Beijing carrying video promotions of the Mega Sale.
In Hong Kong, print and television have been used to encourage local participation in the campaign - whether it be offering hospitality to travellers or to take advantage of the discounts.
The authorities hope that visitor numbers from short-haul markets, such as China, Taiwan and Southeast Asia would be given a big boost.
The long-term aim is to attract more tourists from India and Europe.
As part of a package of on-the-ground activities, the board has set up visitor hospitality kiosks in major shopping malls, which will provide assistance to weary travellers, including a free, five-minute head and neck massage.
The campaign has a number of shopping themes, including fashion and beauty, jewellery and watches, consumer electronics and traditional Chinese items, such as arts and crafts and foodstuffs.
A lucky draw, with $10 million in prizes, also forms part of the programme of activities.
HKTB executive director, Clara Chong, said the shopping themes covered about 90 per cent of consumer goods traditionally sold to tourists, who would be assisted by a visitor's guide that would introduce a wide range of retailing opportunities - from malls and quintessentially Hong Kong street markets - to transform them into "smart shoppers".
HSBC general manager, Raymond Or, said the campaign was significant because tourism formed a part of Hong Kong's economic backbone, contributing about six per cent to the territory's gross domestic product. The banking giant also expected new business opportunities to be created in the travel industry, particularly the retail and restaurant segments.
