Grey Hong Kong, which has been the global creative AOR for the HKTB for five years, and its media agency partner Mindshare Hong Kong have launched a pan-regional campaign addressing key markets including Malaysia, Singapore, India, South Korea and Taiwan.
The integrated campaign features TVCs, print ads, online banners, and a website conveying the key message and promoting an eclectic mix of things to do, including shopping, dining and cultural festivals. The campaign targets both long- and short-stay tourists.
A Grey spokesperson said that the key creative is from the skyscape, looking at Hong Kong with a bird’s eye view, showing how there are lots of things happening at the same moment in Hong Kong.
The first burst of the campaign is running from late February through the end of March. HKTB and the agency partners are planning campaigns for China and other long-haul markets.
According to the HKTB, visitor arrivals to Hong Kong reached 4.14 million in January 2012, representing a 15.1 per cent year-on-year increase. The growth was mainly led by the increased visitor traffic from Mainland China during the Chinese New Year holiday. As a result, arrivals from the Mainland rose by more than 20 per cent. The performance of short-haul and long-haul markets was relatively sluggish.
While the HKTB continues to base its strategy on shopping and dining, Tourism Australia has created its first online mini-drama targeting tourists from Greater China.
The five-episode series, starring Taiwanese celebrities Show Lo (罗志祥) and Rainie Yang (杨丞琳), promotes Australia's holiday destinations. The weekly drama is being filmed in Victoria, New South Wales and Tasmania and is due to hit YouTube in Hong Kong and Tudou in China starting late March, supported by an online game and quiz.
According to Tourism Australia, "influential celebrities generate word-of-mouth recommendations, not only for the China market but also amongst the Greater China region."
