HKTB and Grey Group boost tourist arrivals via campaign for Hong Kong’s Summer Fun
From 15 June to 31 August, visitors will find their trip in Hong Kong more rewarding than ever, as the Hong Kong Tourism Board (HKTB) is rolling out a massive summer campaign, providing visitors with tempting offers on tourism products and hotel rooms.
Visitors can also take part in two lucky draws at the Hong Kong International Airport.
Aiming to attract overnight visitors during the upcoming peak travel season and to boost retail spending, the Hong Kong Summer Fun ‘shop eat play’ campaign will be promoted in key short-haul markets and the Mainland while offering a host of hot rewards:
. Attractive hotel offers: Designated hotels will give visitors who stay three nights one night free, while others will allow guests who stay three consecutive nights or more to be fully reimbursed with dining credits for use in their restaurants.
. Enticing airline offers: The HKTB and partners have developed tactical packages for various markets, such as a three-day, two-night package for two at HK$2,500 for Taiwan and half-priced packages for Japan
. The “Instant Mega Draw” (Total value of prizes: over HK$400 million): When visitors land at the Hong Kong International Airport, they can take part in the “Instant Mega Draw” to be immediately given a “Free 7-Day csl Wi-Fi Pass” and prizes including jewellery, designer watches, HK$1,000 UnionPay Card spending credits, four-day, three-night cruise trips, tickets for attractions, HK$1,000 shopping mall cash coupons, and dining vouchers
. The “Return to Hong Kong like a Millionaire” grand draw (Total value of prizes: over HK$3 million): Before leaving Hong Kong, visitors can enter this grand draw. The 10 winners will be able to take one friend or family member on a luxury four-day, three-night return trip to Hong Kong. Not only will they travel in business class, but they will also receive a HK$50,000 UnionPay Card spending credit, luxury mobile phones, a luxury hotel stay, 10 Michelin-starred dining experiences and VIP tours offered by attractions
. Citywide spending offers: Members of the Quality Tourism Services Association, other merchants from the retail, catering and hotel sectors, and attractions will roll out special offers. Visitors can also download e-coupons from DiscoverHongKong.com and the “My Hong Kong Guide” mobile application
Working hand-in-hand with partners was key in taking the Hong Kong Summer Fun campaign to new heights and providing special offers on dining, shopping and entertainment across the city, plus a spectacular line up of events to enrich visitors’ experiences this summer. Our partners include the Airport Authority Hong Kong, the local retail, catering and hotel sectors, attractions and shopping malls.
Scale up consumer communications
To enhance the awareness of the campaign, the HKTB will promote in various markets including Taiwan, South Korea, Singapore, Malaysia, Philippines, Thailand and Indonesia. The new commercial will be broadcasted on multiple platforms. Furthermore, on top of local TV support in each market, major pan-regional TV channels (National Geographic Channel, Discovery Networks, CNN, the BBC World News, Fox Channels and Fox Premium Movies) relating to news and leisure will also be used. The campaign will have a strong digital presence to further reinforce viewership and encourage tourists to find out more on DiscoverHongKong.com.
The inspiration behind the campaign
Hong Kong is known for its compact variety and it was imperative to bring this to life. HKTB Director Marketing Tina Chao said: “This summer, visitors to Hong Kong will enjoy shopping, eating and playing, non-stop. Our marketing strategy aims to engage visitors during trip-planning, throughout their stay and up to the moment they depart, through a wide range of communications channels from TV to digital, outdoor, mobile, and activation tactics including experiential, social media contest and location-based mobile messages.”
Grey Group Hong Kong Chief Creative Officer and Managing Director Keith Ho said, “I’m excited that our TVC has the opportunity to show visitors a different side of Hong Kong. It’s a compact and distinctly trendy place where visitors can enjoy fun and excitement everywhere and every moment.”
Credits –
Executive Director – Anthony Lau
Director, Marketing – Tina Chao
Senior Manager, Brand Marketing – Michelle Tan
Manager, Brand Marketing – Farrida Lui
Assistant Manager, Brand Marketing – Monica Hui
Senior Executive, Brand Marketing – Emily Wong
Executives, Brand Marketing – Queenie Cheng, Yani Wong & Winnie Ng
English Editors – Rudie Lynes & Sharon Chan
Chinese Editors – Chan Ching Man & Yuki Xu
MD HK & Chief Creative Officer – Keith Ho
Group Creative Director – Almon Lam
Creative Directors – Kong Siu Lan, Christopher Lee
Senior Art Director – Fred Lee
Director of Client Service/Planning Director – Eric Leong
Business Director – Katherine Wong
Account Manager – Ricky Lau
Account Executive – Tammy Ma
Head of TV Production – John Lo
Production House: Red Studio
Media Agency: Mindshare Hong Kong
Deputy Leader – Remy Ng
Partner, Client Leadership – Vivian Chik
Executive – Joyce Wu
Director, Digital – Gal Lam
Manager, Digital – Michael Lai
Associate, Digital – Rav Ho