HELLO HONG KONG CAMPAIGN (JULY – DECEMBER 2023)

Bizcation
To keep Hong Kong top of mind and inspire business travellers to stay and play in Hong Kong, HKTB collaborated with Cathay Pacific to host a few activations:

• AMEX GBT Partnership Exchange, Toronto (18 July 2023)
  

  HKTB and CX co-hosted lunch at the AMEX GBT Partnership Exchange event in Toronto, 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. Feedback from the crowd was they were not aware that Hong Kong had so much to offer.

• CX/HKTB/Ritz Carlton Mixology Evening for TMCs (22 August and 18 October 2023)
  

  In partnership with CX and The Ritz Carlton Toronto and Hong Kong, we co-hosted two after-hours events for TMCs in the summer and fall, attended by a total of 88 consultants. The events included mixology classes in which two featured mixologists taught the groups to make Hong Kong-inspired and local cocktails, who also spoke of their 香港及local trends and experiences in a fireside chat and wrapped up with Hong Kong trivia games. Grand prize winners won trips to Hong Kong sponsored by the three partners.

Hello Hong Kong Integrated Campaign

HKTB continued its Hello Hong Kong campaign, strategically employing banner ads to target travel intenders. The campaign resulted in an impressive 27.4 million impressions reaching 9.9M users. These are users predominantly from within the business, Asia, luxury, and adventure travel segments. On social media, the campaign received a reach of over 876,000.

Expedia Hello Hong Kong Campaign (September 2023 – January 2024)

HKTB partnered with Expedia to launch a six-market campaign at the end of September with dedicated microsites in three languages, social videos, on-site banners and retargeting video ads on third-party sites. The campaign is running in Australia, USA, Canada, UK, Germany and France. To date, the English-markets campaign has achieved a CTR of 0.16% (vs target of 0.1%) and a return on advertising spend of 74.5:1 (target of 10:1). Campaign microsites can be viewed here:

• https://discoverhongkong.expedia.ca/
• https://discoverhongkong.expedia.com/
• https://discoverhongkong.expedia.com.au/
• https://discoverhongkong.expedia.co.uk/

VISA Infinite Luxury Hotel Series (September 2023 – January 2024)

HKTB worked with VISA Infinite to feature four Hong Kong luxury hotels on their website to target high-end traffic to Hong Kong. The hotels were selected by VISA for their exclusive and attractive offers to cardmembers. HKTB also promoted this campaign through a Globe and Mail media co-op highlighting the unique experiences at each hotel.

Buzzfeed

BuzzFeed crafted engaging Hello Hong Kong videos tailored to resonate with Gen Z and millennials. These videos, with six distinct versions, were disseminated across platforms like Instagram, Facebook, YouTube and BuzzFeed.com. The overarching campaign objective was to amplify Hong Kong’s appeal as a premier travel spot, emphasising its open arms for global tourists, especially targeting Gen Z, Millennials and affluent families from the U.S. and Canada. The campaign yielded 4.5M impressive impressions, including 2.31M video views.

Ethnic Campaign

The ethnic market was effectively tapped into through collaborations with Fairchild TV and Sing Tao radio. Fairchild TV showcased the Hello Hong Kong videos on their platform and website, with TV hosts further discussing the campaign. At the same time, Sing Tao radio presenters integrated Hello Hong Kong themes into their shows and initiated a nostalgic contest on social media about memories of Hong Kong. This strategic approach culminated in a highly engaged audience and optimal utilization of Hello Hong Kong assets.

The Kit/Toronto Star

In collaboration with The Kit, a premier luxury publication, the Toronto Star group has curated a Hong Kong guide, tailored specifically for wealthy Canadians. This partnership has yielded a series of articles that shine a spotlight on the quintessential tourist experiences available in Hong Kong, presented through the lens of opulence. These insightful pieces have been featured not only on The Kit's platform but also across the national reach of the Toronto Star, ensuring widespread exposure. The campaign generated HKD1.6M in publicity value.

Globe and Mail

As part of an extension of a larger campaign with Visa Infinite, The Globe and Mail, has published an article that pairs Hong Kong experiences with luxury hotels in Hong Kong, catering to the tastes of affluent travellers. To maximise reach and engagement, we strategically deployed native advertising, targeting an audience segment with a history of travel to Asia, those who have shown interest in booking hotels in the region, as well as business travellers and individuals who prefer business class. This tailored approach ensured that our message resonated with a highly relevant and interested demographic, amplifying the impact of our campaign. Together with traffic drivers, the campaign sees 6M of impressions among the luxury travel segment and 66 hours of quality time spent on the page.