Ad Nut
Aug 25, 2017

Camera-equipped dogs introduce 'Old Town Central' for HKTB

The new campaign is fronted by a pack of shibas, along with thematic routes and QR codes installed around the city.

'Old Town Central', a new campaign by the Hong Kong Tourism Board (HKTB) and Grey Group Hong Kong is akin to a hipster's guide to visiting the Central and Sheung Wan districts.

Faced with declining tourist arrivals from the mainland over recent years, the tourism authority has reinvented the city in a multitude of ways for different groups of tourists, beyond its reputation as shopping haven.

For this campaign, HKTB has introduced several thematic routes for the districts including Tasting Hong Kong, Crazy for Art, Time Traveller and Treasure Hunt, along with art-inspired QR codes (below), reputedly the first such initiative for tourism in Hong Kong, displayed on locations along the routes. 

Given that hipster culture thrives on all things quirky, discovering the unseen has often been the motivation for this group of travellers. Even then, there are different breeds of hipsters, but Ad Nut is not sure whether those true blue hipster snobs will appreciate those detailed instructions and routes and instructions planned out by the HKTB. Besides, Ad Nut can't help but think that there are potentially better four-legged photographers out there which can do a better job than those murderous beasts, photogenic as they are on screen. Plus, the phodographer thing has been done before, a couple of times.


HKTB Marketing Team
Tina Chao – General Manager, Marketing
Farrida Lui – Manager, Brand Marketing
Kathy Lau – Senior Executive, Brand Marketing
Grey Group Hong Kong
Michael Knox, Chief Creative Officer
Christopher Lee, Group Creative Director
Jackie Wong, Sr Art Director
Elsie Lau, Art Director
Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.


Campaign Asia

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