Destination Webinar – Discover Hong Kong Series (2024)

A monthly live webinar series was conducted with Hong Kong trade partners providing up-to-date information on hotels, theme parks, experiences, and products. An average of around 200 registrations per month achieved.

Chinese New Year Promotional Events (February 2024)

Promotion of CNY through various events:

• HKTB hosted a CNY event at the local Chinese Gardens in Sydney, with 90 trade and industry partners joining.
• Co-hosted a VFR agent yum cha with Cathay Pacific in Sydney. 20 agents attended.

Trade Media Content Partnership – KarryOn & Traveltalk (March – April 2024)

Conducted a trade media blitz partnership in Australia in March and April to promote the Arts in HK and local arts and cultural experiences. The partnership included content pages, eDM, social media and video content.

Trade Newsletter – Australia & New Zealand

Ensuring the travel trade are up to date with the latest happenings in Hong Kong as well as continued engagement. Covered various Hong Kong ‘bucket list’ experiences, as well as new developments, local activities and inspiring videos.

Tactical Co-ops – Australia & New Zealand

Ongoing through the year. Tactical campaigns with the likes of Expedia, Webjet and Infinity Holidays. Co-ops are aimed at both consumers (e.g. Webjet, Kayak, Luxury Escapes) and travel trade (Infinity Holidays, Travel Associates).

Familiarisations

Organise familiarisations in collaboration with partners throughout the year:

• New Zealand (June): co-host with Air New Zealand and Cathay Pacific Airways, with 20 agents visiting Hong Kong.
• Supported other familiarisation trips that were not co-hosted by HKTB with ground activities.

Hong Kong Rugby 7s promotion (January – March 2024)

Co-op campaign with Australian Official Travel Agents (OTA) to promote packages to the 2024 Hong Kong Sevens.

Media Pitching & News Stories – Australia & New Zealand

Ongoing production and distribution of press releases and media pitches for pickup of positive Hong Kong content such as Hello Hong Kong, Arts in Hong Kong, West Kowloon Cultural District, Great Outdoors Hong Kong, Night Vibes and the latest happenings and newest attractions.

Hong Kong KOLs

Capitalised on Australian KOLs to create Hong Kong content:

• Tier 1 KOL, celebrity and MasterChef alumni, Melissa Leong: Hosted an exclusive media and KOL event in Melbourne and highlighted Melissa’s key experiences in Hong Kong.
• Tier 1 KOL and content creator, Vincent Yeow: Multi-channel content campaign across Instagram and tier 1 travel publication Traveller showcasing his trip to Hong Kong.

Hong Kong Sevens Promotion

• Tier 1 KOL and sporting celebrity, Dan Carter. Hosted a FAM during the Hong Kong Sevens which was documented and shared to his 1m+ following highlighting experiences at the Sevens and outside of the Sevens.
• Tier 1 Rugby podcast, Kick Offs and Kick Ons. Hosted a FAM during the Hong Kong Sevens including a podcast episode record which was shared across the various social channels of the ex-wallaby player hosts.
• Rugby News multi-channel content campaign across digital and social.
• Several individual media familiarisation trips including The Australian, The Australian Financial Review, Boss Hunting, and Stuff New Zealand.

Media Familiarisations

Hosted familiarisation trips for leading travel and lifestyle media to showcase Hong Kong.

• Supported individual trips of top tier travel media from Australia and New Zealand, including
  • Marie Claire
  • Elle Australia
  • Cosmopolitan Australia
  • Explore Travel
  • Traveller

To date, the familiarisations have resulted in 325 pieces of coverage across print and online publications.

Broadcast

• The Streets with Dan Hong, renowned Australian chef Dan Hong’s cooking television programme from SBS Food, filmed an eight-part series in Hong Kong (August 2023), showcasing and exploring the street food on offer in Hong Kong.
  • 4 episodes aired in June 2024, resulting in over 40+ broadcast, online, print and social clips.
• MasterChef Australia, the No.1 cooking show in Australia, filmed 3 in destination episodes showcasing Hong Kong diverse culinary experiences (March 2024). The week of June 17 - 23 was Hong Kong week themed with 2 episodes filmed in studio in Melbourne and 3 in Hong Kong.
  • The episodes aired in June 2024, resulting in over 1K+ broadcast, online, print and social clips, this includes multiple syndications.
• Travel Guides, Australia No. 1 travel series filmed a dedicated Hong Kong episode (December 2023) showcasing Hong Kong’s great outdoors, culture, nightlife and dining scene generating awareness and positioning Hong Kong as the holiday of choice for Australian consumers.
  • The episode aired in June 2024, resulting in over 100+ broadcast, online, print and social clips

Concrete Playground Content Campaign (December - March 2024)

To position Hong Kong as a must-visit destination for 2024 and highlight its nighttime experiences, HKTB partnered with this leading culture publication on a multichannel content partnership (digital, social, video and display) to inspire and excite travellers to experience Hong Kong's night vibes and activities through the lens of Hong Kong locals curated by nighttime experts.

We Are Explorers (January – March)

To promote Hong Kongs Great Outdoors, HKTB partnered with trusted media brand We Are Explorers, leaders in the adventure and outdoors space on a multichannel content partnership (digital, social, video, KOL and display) to inspire travellers to visit Hong Kong and explore its great outdoors through the lens of an adventure influencers Cam Bostock.

Urban List (January – April)

To highlight Hong Kongs unique experiences, HKTB partnered with tier 1 culture publication Urban List on a multichannel content partnership (digital, social and display) to invite future travellers to explore the diverse neighbourhoods in Hong Kong.

Gourmet Traveller (June)

To highlight the upcoming broadcast series The Streets Hong Kong, HKTB partnered with tier 1 food and travel publication on a digital content partnership to raise awareness and promote the food series synopsis and discover the host, Dan Hong, leading culinary chef and KOL in Australia's insider tips to Hong Kong to inspire and excite travellers looking to visit Hong Kong.

Asia Pacific Incentives and Meetings Event (AIME) (19 - 21 February 2024, Melbourne)

HKTB hosted 18 Hong Kong partners at the Hong Kong stand, with buyers mostly from APAC.

DMS Connect 2024 (18 March 2024, Auckland)

HKTB participated in the Auckland event of DMS Connect, reaching over 20 high quality PCO and buyers from New Zealand.

Trade Engagement – Australia & New Zealand

Ongoing sales updates were conducted to keep connected with key trade partners.

Tactical Campaign with My Cruises (January - February 2024)

Co-op campaign with Ignite Travel (owner of the My Cruises brand) to promote fly/stay cruise packages to their customer base.

CLIA Weekly eDMs

Promoted Arts in HK in March and Hong Kong International Dragon Boat Races in May to CLIA Australasia registered agents, reaching 4000+ subscribers