DDB Group HK + Hong Kong Tourism Board get Facebook users to ‘Ask the Boss’ for leave to win a trip to HK with ‘My Hong Kong Guide’ travel app

July 22 2014, 11:30 am | BY Lynchy | No Comments

MyHKGuidePR_Image1.jpgDDB Group Hong Kong has developed a digital campaign that gives Facebook users in Southeast Asia and Taiwan a fun and creative engagement to win a four-day and three-nights trip to Hong Kong, and plan the trip using the Hong Kong Tourism Board’s (HKTB) new ‘My Hong Kong Guide’ app. The contest challenges participants to write creative leave requests to get time to visit Hong Kong.

The ‘My Hong Kong Guide’ app is a virtual, customisable guide that better enables travellers to conveniently plan their trips, explore all Hong Kong has to offer, get inspired by user-generated itineraries and share their experiences socially.

The campaign is an extension of HKTB’s ‘My Time For’ digital and social campaign, also developed by DDB Group Hong Kong. In a series of entertaining brand vignettes, which show Hong Kong, through an insider’s eyes, HKTB partnered with local key opinion leaders and brought to life a different kind of Hong Kong experience with more unique insights and fresh perspectives.

MyHKGuidePR_Image2.jpgThe campaign is activated on Facebook, whereby users are engaged with the entertaining brand vignettes and are encouraged to write an annual leave application and share it with their friends on Facebook. Four of the most creative leave requests will win and the winners with the most likes will get extra rewards in Hong Kong.

Tina Chao, Director, Marketing at HKTB said, “‘Ask the Boss’ taps into socially driven behaviors of travellers, who tend to be more engaged on a peer-to-peer level, to drive more users to download My Hong Kong Guide. My Hong Kong Guide was named one of the ‘Best Apps’ by Apple Store since its beta version debut in April 2014 and we would like to introduce this great app to more people through this campaign.”

Simone Tam, President and CEO of DDB Group Hong Kong and Guangzhou, added, “We are delighted to have formed this strategic partnership with HKTB. Our overall campaign strategy and user journey will bring to life Hong Kong’s brand essence in interesting and engaging ways.”

Credits – Hong Kong Tourism Board: Director, Marketing: Tina Chao. Manager, Digital Marketing: Percy Kwan. Senior Executive, Digital Marketing: Kammy Cheung. Chief English Editor: Rudie Lynes. Social Media Specialist: Peter Ngai. DDB Group Hong Kong – President and CEO: Simone Tam. Executive Creative Director: Jeffry Gamble. Creative Directors: Leung Chung, Vincent Tse. Senior Art Director: Vinza Chu. Copywriters: Joe Ting, Neil McCollum. Assistant Art Directors: Carmen Wong, Ka Ho Chan, Kiki Wong. Technical Director: Tang Chui Yee. Digital Designer: Joe Wan. UX Developer: Dickson Chan. Associate Project Director: Bryan Fong. Associate Planning Director: Andreas Krasser. Business Director: Adrian Li. Account Director: Yan Kwan. Account Manager: Carrie Chan.