The Hong Kong Tourism Board has released a new campaign Only In Hong Kong that aims to pitch Hong Kong as Asia’s World City.
The new branding is designed to shift the focus from knowing Hong Kong to feeling
Hong Kong as Kiwi arrivals to the island continue to grow year-on-year, up 13% respectively Jan-Jun.
“We want to see this upward trend in ANZ visitation continue,” says HKTB director for Australia, New Zealand & South Pacific, Karen Macmillan. The new campaign
will support how the HKTB invites Kiwis to experience the destination, and will include consumer campaigns and trade collaborations that aim to ‘bring our four defining qualities, Variety, Vibrancy, Contrast, and World-class, to life’, she adds.
By working with its trade partners, Macmillan says the HKTB aims ‘to turn this campaign energy into increased arrivals and cement Hong Kong’s standing as Asia’s World City’. The activity will invite visitors to feel the city through the destination’s sights, sounds, and rich flavours. It showcases a global destination defined by its striking contrasts, says the bureau.
“From bustling city energy to secluded natural escapes, and from Star Ferry rides and skyline hikes to Kai Tak Stadium, local neighbourhoods, mahjong, hidden beaches and world-class hotels and bars, the campaign reveals a multi-dimensional and authentic Hong Kong.”
The Only in Hong Kong logo fuses the electric glow of Hong Kong’s neon street signs with the timeless imprint of a traditional Chinese signature seal, adds the HKTB.
The campaign will be rolled out in phases, starting with digital and social media platforms, followed by a broader mix of TV, localised channels and outdoor. See more on the campaign HERE.
