Client: Hong Kong Tourism Board
Agency: Grey Group Hong Kong
Markets: Initially Asia Pacific: China, Taiwan, India, Korea, Japan, Malaysia, Singapore, Indonesia, Thailand and Philippines. Later to extend online to long-haul markets such as Australia, Canada, France, Germany, UK and USA.
Name of campaign: ‘Best of all, it’s in Hong Kong’
Campaign scope: Series of four brand videos (plus a director's cut) to be broadcast on BBC, CNBC, CNN, Discovery Channel, Fox and National Geographic regionally, as well as on local TV. Online and social activity focusing on insider’s recommendations and itineraries.
Details and strategy: The first two videos focus on fashion (above, featuring designer Anais Mak and a cameo by singer/actor Eason Chan at the end) and food (below, with Michelin-starred chef Umberto Bombana). The later installments will focus on "family adventures across land, sea and sky" and outdoors experiences.
The campaign is not about "postcard-picture-perfect scenery", Tina Chao, general manager of marketing for the HKTB, told Campaign Asia-Pacific. "Travellers' today are no longer tourists. They are explorers that seek authenticity. The approach here is to differentiate with perspectives from local recommendations and experiences that showcase the best of Hong Kong from those who know it best—locals."
Alongside the videos, the Discover Hong Kong website aggregates locals' and visitors' stories, itineraries and recommendations, and HKTB hopes the campaign will inspire more user-generated content, Chao said.
"Social currency is where travellers are looking for more tangible and shareable unique experiences," she said. "They are no longer satisfied with just the traditional ways or itineraries."
Campaign comments: Compared with just a few years ago, HKTB has made a 180-degree turn in its marketing, away from bland, unmemorable campaigns that focused on the postcard scenery Chao alluded to. In this and other recent efforts (see the "previously" links below) the tourism board is doing a far better job of representing a multi-faceted city. If anything, we'd like to see future efforts get even more gritty. We look forward to seeing whether the effort succeeds in keeping Hong Kong relevant among a changing inbound-traveller audience.
- CASE STUDY: Mobile-friendly UGC campaign overachieves for HKTB (August 2016)
- Have a cow, man: Latest HK tourism ads take new approach (July 2014)
Tina Chao: General Manager, Marketing
Michelle Tan: Senior Manager, Brand Marketing
Farrida Lui: Manager, Brand Marketing
Rudie Lynes: Manager, English Editorial (Marketing)
Chan Ching Man: Senior Chinese Editor
Emily Wong: Assistant Manager, Brand Marketing
Monica Hui: Assistant Brand Manager, Brand Marketing
Queenie Cheng: Senior Executive, Brand Marketing
Yani Wong: Executive, Brand Marketing
Grey Hong Kong
Sarah Trombetta: Chief Executive Officer, Hong Kong
Ali Shabaz: Chief Creative Officer, South East Asia
Michael Knox: Chief Creative Officer, Hong Kong
Almon Lam: Executive Creative Director
Christopher Lee: Creative Director
Jackie Wong: Senior Art Director
Richard Lovell: Art Director
Ritta Deng: Copywriter
Mark Ngai: Business Director
Stephanie Lai: Account Director
Ricky Lau: Associate Account Director
Jeffrey Ng: Senior Account Manager
Alex Law: Account Manager
Yumi Wong: Senior Account Executive
Doyle Lee: Account Executive
Noc Choi: Strategic Planner
John Lo: Head of TV Production
Mindshare Hong Kong
Production stills from the as-yet-unpublished brand videos: