Ad Nut
Aug 27, 2018

HKTB crowdsources postcard photography in Instagram campaign

Winning photos in contest will be made into postcards and used in future international campaigns.

The winning photos in a contest launched by the Hong Kong Tourism Board (HKTB) and Grey Group Hong Kong will be printed as actual postcards and used in future international campaigns. 

From now through 30 September, shutterbugs are invited to post their photos of authentic Hong Kong experiences to Instagram with the hashtags #reframinghk and #DiscoverHongKong (or post them to the 'Reframing Hong Kong' site). The HKTB and filmmaker Andrew Lau, who appears in the introductory film above, will shortlist 50 submissions, and public voting will take place before the 10 winning photos are announced in December.

It's appropriate, but also a bit ironic, that the contest explicitly contrasts clichéd postcard images against a more authentic view of Hong Kong. The contest is one of several HKTB efforts in recent years (examples below) to portray a more diverse view of Hong after the HKTB spent many years offering nothing much beyond, well, a clichéd, postcard version of the great city. It's a welcome change.

See also:

CREDITS

HKTB
Tina Chao: Manager, Marketing
Hilda Chan: Senior Manager, Brand Marketing
Janice Fung: Manager, Brand Marketing
Veronica Chiu: Executive, Brand Marketing

Grey Group Hong Kong
Sarah Trombetta: Chief Executive Officer
Michael Knox: Chief Creative Officer
Christopher Lee: Group Creative Director
Jackie Wong: Associate Creative Director
Ella Wong: Art Director
Joanna Go: Business Partner
Bonnie Chan: Senior Account Director
Leo Yuen: Account Manager
Iris Wong: Account Executive

Ad 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. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Related Articles

Just Published

1 day ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.

2 days ago

Singed by antitrust fine, Alibaba posts first ...

The tech giant posted an operating loss of RMB 7.6 billion ($1.1 billion) due to a RMB 18.2 billion ($2.78 billion) fine levied by China’s market regulator.

2 days ago

Thai mom-and-pop shops get a free geo-targeted boost

With help from Dutchmill Group and Wunderman Thompson, more than 200 micro retailers are starring in their very own ads and enjoying higher revenue. This delightful initiative has made Ad Nut's week.

2 days ago

Campaign Crash Course: Tips for marketers to tap ...

As marketers look for more effective ways to target consumers, gaming is rapidly emerging as a great way to catch their attention. Here's how marketers can tap this opportunity.