Destination Webinar – Discover Hong Kong Series (2023)

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.

Hello Hong Kong Trade Updates Events – Sydney, Auckland & Perth

Conducted a series of face-to-face Hong Kong Updates with trade partners, Hong Kong hoteliers and DMCs, as well as consultants from key retail agents to highlight the latest happenings in 香港及promote the Hello Hong Kong campaign.

Trade Media Content Partnership – KarryOn, Traveltalk & Travel Daily (November - December 2023)

Conducted a trade media blitz partnership in Australia and Hong Kong in November and December to promote the Wine & Dine Festival and local nightlife and core 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 Hello Hong Kong core experiences, as well as new developments, local activities and inspiring videos.

Tactical Coops – Australia & New Zealand

Ongoing through the year. Tactical campaigns with the likes of Expedia, Webjet and Infinity Holidays.

Familiarisations

Organise familiarisations in collaboration with partners throughout the year:

• Australia (October): co-host with Cathay Pacific Airways and Shangri-La Hotels targeting high-end segments.
• Supported other familiarisation trips that were not co-hosted by HKTB with ground activities.

Hong Kong Rugby 7s promotion (December 2023)

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, Tina Pik: Social content campaign across Instagram and TikTok (July/August/September);
• Tier 1 KOL, celebrity and MasterChef alumni, Melissa Leong: Multi-channel content campaign across Instagram and tier 1 travel publication Escape showcasing her trip to Hong Kong.

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;
  • 9Honey
  • Escape
  • Qantas Travel Insider
  • Kia Ora
  • Concrete Playground
  • Delicious

To date, the familiarisations have resulted in 168 pieces of coverage across print and online publications including stories in tier 1 travel publications Escape, Traveller and 9Honey.

Broadcast

• Getaway, Australia’s longest running and most iconic holiday and travel television programme from Channel Nine, filmed a four-part series in Hong Kong (March 2023), showcasing the city’s great outdoors and culinary delights with TV personality Lincoln Lewis.
  • Episodes and re-runs continued to roll out from July to November 2023. To date, five episodes have aired with multiple syndications to over 34 stations nationally across the Nine Network.
• 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, showcasing and exploring the street food on offer in Hong Kong.
  • The Streets with Dan Hong is due to air in 2024.
• Major Australian travel broadcast filmed a dedicated Hong Kong episode 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 show is due to air in 2024.

Gourmet Traveller Content Campaign (October/December 2023)

To support Hong Kong Wine & Dine 2023, HKTB conducted a multi-channel content partnership (print, digital, eDM, social and display) with Gourmet Traveller, one of Australia’s leading online and print food and beverage publications to drive awareness of Hong Kong world class dining scene and inspire future travellers.

Stuff New Zealand Content Campaign (October/December 2023)

To position Hong Kong as the holiday of choice for New Zealand travellers, HKTB coordinated a major content partnership with Stuff New Zealand, via print (print – dedicated 16-page flip reverse lift out, digital, social and display) to drive awareness of and highlight Hong Kong as an open, uncomplicated, safe and welcoming travel destination.

Cyclist Content Campaign (September/November 2023)

To support Hong Kong Cyclothon 2023, HKTB partnered with leading cycling publication Cyclist on a digital content partnership to drive awareness and highlight the event to its dedicated cycling community, aiming to excite future participants for the 2024 event.

Concrete Playground Content Campaign (December 2023)

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.

Always on – Digital

To promote Hello Hong Kong 2.0 and inspire travellers to book a trip to Hong Kong, HKTB collaborated with Avid’s brand Where to Travel on a targeted audience specific digital/social campaign to showcase nightlife, dining and must see and do experiences in Hong Kong.