HELLO HONG KONG CAMPAIGN (JANUARY – JUNE 2024)

“Year of the Dragon” reception (8 February 2024)

HKTB organised the “Year of the Dragon” reception in Toronto with the Hong Kong Economic and Trade Office (ETO), welcoming approximately 120 travel partners to celebrate and share updates on Hong Kong's dynamic offerings in the Year of the Dragon.

AMEX GBT Partnership Exchange, Chicago (10 April 2024)

HKTB partnered with CX at the AMEX GBT Partnership Exchange event in Chicago, where 150 participants were updated on the latest tourism offerings in Hong Kong. It was a good opportunity to influence the leadership team and consultants to consider the fun side of Hong Kong after business is done.

AMEX GBT Partnership Exchange, Chicago (10 April 2024)

Five captivating segments aired on The Weather Network, Canada’s leading television network and top destination for Canadians seeking reliable weather and travel insights. In these features, a Weather Network host embarks on an immersive journey through Hong Kong’s vibrant dining scene, scenic outdoor adventures, and rich arts and culture. This engaging broadcast was strategically complemented by high-visibility digital banner ads targeting travel-intending Canadians, amplifying the reach and resonance of Hong Kong’s offerings with a prime audience. This multi-platform campaign not only showcased Hong Kong's allure but also inspired future travellers, positioning the city as an unmissable destination in Canada’s travel landscape. In total, over 930 TV spots aired gaining 13 million impressions supplemented by digital campaign which gained 1.3 million impressions.

Chinese New Year

Our Chinese New Year campaign highlighted Hong Kong’s vibrant celebrations across in-person, digital, and media platforms. This included a Chinese New Year gala in partnership with the Hong Kong Economic and Trade Office Toronto, attracting over 100 media and trade attendees. Extensive media outreach earned 174 million impressions, spotlighting Hong Kong as a must-visit destination for CNY festivities. To engage a broader audience, we extended the celebration to Facebook and Instagram, reaching users with visually captivating content, and collaborated with Narcity, a millennial-focused digital publication, to connect with a younger, culture-curious demographic.

Buzzfeed

BuzzFeed published a series of ten articles spotlighting Hong Kong’s exceptional dining, arts, culture, outdoor adventures and iconic attractions as part of the Hello Hong Kong campaign. This impactful campaign reached over 10 million impressions across social media, digital and media platforms— equivalent to one-third of Canada’s population. With BuzzFeed’s extensive reach and engaging storytelling, Hello Hong Kong captivated a wide audience, positioning Hong Kong as a vibrant destination full of unique experiences.

Arts in Hong Kong

Our Arts in Hong Kong campaign highlighted Hong Kong’s vibrant art scene through strategic media channels, including TV, social media, and newsletters. A feature on Global News Canada presented Hong Kong as a premier arts destination, delivering a publicity value of over HKD 180,000 and generating significant interest. Social media efforts attracted over 1.4 million impressions, while newsletter outreach expanded our reach to an audience of art enthusiasts and travellers, positioning Hong Kong as a cultural hotspot.

Toronto Influencer Event

Recognising the influence of top content creators in inspiring travel to Hong Kong, our Canadian office launched an in-person activation at a gala celebrating Canada’s top 25 influencers. The event featured an interactive booth and garnered exclusive coverage in both the print and digital editions of the Toronto Star. Alongside this, we partnered with the Toronto Star on a contest to capture leads, expanding our database with travel-curious Canadians, who will receive tailored Hong Kong travel packages to spark their next adventure.

Air Canada Flight Pass (March - April 2024)

HKTB collaborated with Air Canada to launch the "Home Away from Home" Flight Pass to maintain our share in key VFR (visiting friends and relatives) and leisure markets. The campaign used a multichannel approach to maximise reach. This product offered flexible travel options across seven zones, including Hong Kong, allowing customers in both East and West Canada to visit Hong Kong with ease. Flight passes were available in packages of 10 credits for up to 4 travellers or 12 credits for up to 5 travellers, with Economy Standard or Economy Flex fare options. Total of 6800+ credits were sold.

Hong Kong & Greater Bay Area Campaign (April - June 2024)

HKTB partnered with key local media channels, including Fairchild TV & radio and Sing Tao Radio, to promote Hong Kong and the GBA. Through these partnerships, we aimed to enhance awareness and drive interest in the region's travel opportunities. In addition, we collaborated with travel operators to highlight the latest travel offers available in Hong Kong and the Greater Bay Area.

• Fairchild TV Episode: https://www.fairchildtv.com/programarchive_detail.php?n=437
• Fairchild Radio: https://fm947.com/hot_topics_detail.php?i=3913
• Sing Tao Radio: https://www.singtao.ca/hongkong/index.html

GLP Wine & Dine Campaign (May 2024)

HKTB partnered with GLP to spotlight the Hong Kong Wine & Dine Festival in October in two travel packages, one featuring Hong Kong exclusively, and the other combining Hong Kong with Thailand. The packages offered VIP access to the festival and Michelin-starred dining experiences, positioning Hong Kong as a prime culinary destination.

Goway Hong Kong Campaign (May - June 2024)

HKTB collaborated with Goway to reintroduce Hong Kong as a prime travel destination. The campaign progressed through Goway’s digital platforms, and driving conversions with tour packages and exclusive pricing options. This highlighted Hong Kong’s unique outdoor, culinary, heritage and cultural experiences, positioning it as an essential stopover in Asia.

Amadeus Campaign (June - September 2024)

HKTB worked with Amadeus to showcase Hong Kong through different themed video and display ads across the three major GDS platforms—Amadeus, Sabre, and Travelport which accessible to all travel agents. These creatives were also displayed on third-party sites to target and retarget high-end traffic toward Hong Kong, increasing overall awareness, impressions, and conversions.