Joint Trade Seminar in Busan with MGTO (September 2023)

The first physical seminar in Busan held after the pandemic had 52 attendees from 25 travel agencies. It was co-arranged by MGTO and supported by HK Express and Air Busan. HKTB shared updates on Hong Kong’s attractions, new hotels, and marketing ideas for the “Hello Hong Kong” campaign.

TV Homeshopping Co-op for Hello Hong Kong Campaign (July – December 2023)

Conducted a tactical coop campaign with seven travel agencies to sell an upscale but value-for-money Hong Kong tour package after Hong Kong's full reopening. The tour packages have included visits to HK Neighbourhoods, Old Town Central, and sampling local delicacies, with the Hello HK message on various airlines.

Trade Coop with travel agencies for Hong Kong Wine & Dine Festival (September – October 2023)

Develop Hong Kong Wine & Dine Festival products with package travel agencies in Korea and encourage Korean consumers to come and indulge in the first full-pledged outdoor event, Hong Kong Wine and Dine Festival, after the pandemic.

Busan International Travel Fair (BITF) (5 - 8 October 2023)

Participated in the first BITF after the pandemic targeting people from Busan and the surrounding regions. The fair also offered networking opportunities for travel industry to connect with customers and partners in Busan and Gyeongnam Area. Hong Kong booth was set up to promote "Hello Hong Kong 2.0" branding, Wine & Dine Festival and Romantic Atmosphere of Hong Kong to entice visitors to Hong Kong to experience winter season romantic ambience.

• No. of visitors: 39,808 pax
• No. of participating companies: 37 countries and NTOs, 265 companies
• No. of booth: 408

Trade agents Familiarisation Tour (1 - 4 December 2023)

The first physical familiarization tour since the pandemic invited prominent travel agencies and OTAs to explore the latest Hong Kong:

• 13 travel agents joined the fam tour, accompanied by one escort from CX Korea.
• Make introduction and let them experience the new tourism attractions such as West Kowloon, HK Disneyland (The Frozen Land), Water World, the 6th generation Peak Tram, and new thematic programs.

HKSF AD campaign – Harbour Chill Carnival (July - August 2023)

Drive interest in summer travel to Hong Kong with content from the Hong Kong Harbor Chill Carnival. IG/FB ads: Image & video ad with Harbor Chill Carnival content and KOL's IG reels (26 July- 31 August 2023).

• Ad campaign featuring HKSF with achieved 1.9M Impressions.

Hong Kong Wine & Dine Festival Promotion (October – November 2023)

Distributed Hong Kong WDF contents and instructions on how to apply for the Hong Kong WDF bonus pack through Triple (a generative AI-driven mobile travel application with over 8M downloads), offering real-time and location-based information to engage travellers in Hong Kong. Invited 16 KOLs & Superfans to the Hong Kong WDF venue to create relevant content along with the Hong Kong Night Vibe.

• 20 Wine & Dine content postings and 390 HKWDF bonus pack downloads through Triple App.

Digital promotion for HKWF & Hong Kong Night treats (November - December 2023)

• Promotional activities for Hong Kong Night Voucher and Hong Kong Winterfest:
• KOL Collaboration: Engaged with 10 influencers, supporting their travel to Hong Kong to distribute Hong Kong Night treats and Night bus content & pre-promoting the upcoming Hong Kong Winter Festival.
• Digital Advertising: Executed targeted advertising campaigns on Instagram and Facebook to increase awareness and reach a broader audience for both the Hong Kong Night Voucher and Hong Kong Winterfest.
• Community Channel Collaboration: Partnered with travel information community channels to strategically distribute Night Treats and share engaging Night Bus content, leveraging community networks for effective promotion and wider outreach.
• Over 100+ social contents with 1M reach & reached 5 million impressions with digital ads.

Theme tour with KOLs – GOHK & Hong Kong Streetathon (November - December 2023)

• Collaboration and Pre-Event Promotion (November - December 2023):
  Collaborated with a travel agency and renowned sports KOLs to develop a special Hong Kong travel package featuring the Hong Kong Streetathon and abundant outdoor sports content. Pre-event promotion through the accounts of both the travel agency and KOL.
• Participants' Unique Experiences and Organic Postings (16 - 19 December 2023):
  Offered 20 participants an exclusive experience, and participants naturally shared their unforgettable experiences on their social media accounts, creating organic postings that captures Hong Kong's nature and outdoor activities.

TV & YouTube Programmes (July - December 2023)

• MBC ‘14F’: 14F is a YouTube channel (1.8M followers) of MBC News targetting young segment. Under the several categories, they have a specialized theme for liquor, “Liquor Heaven”. They featured Hong Kong bars listed in 2023 Asia Best Bar 50, and night market.
  • Featured Hong Kong top bars including COA, No.1 bar in Asis 50 Best Bars, No.8 Quinary and ARGO in Four Seasons hotel.
  • In contrast to upper class bar scene, the program also showcased Hong Kong street food market.
  • Generated 72K views.
• KBS2 “Beat Coin”: In each episode, five main casts are divided into two groups, they flip a coin to experience two different scenarios that each group chooses. Main cast: Ms. Hong, Jin-Kyung (former super model), Ms. Kim, Sook (comedian), Mr. Jang, Woo-young (member of 2PM), Mr. Jo, Se-ho (comedian), Mr. Joo, Woo-jae (actor and model). 13 YouTube clips were produced by KBS generating more than 1M views. Showcased Hong Kong’s luxury side, such as Four Seasons and Michelin starred restaurants while highlighting Hong Kong street vibes.
  • TV Viewership: 1M in average, YouTube (KBS Entertain): 5.1M followers.
  • Aired dates: 14/21 September 2023
• JTBC “Movie Room”: A talk variety show on Movie introducing behind-the-scenes production anecdotes and interesting stories about movies. Three main casts members, Mr. Taegyu Bong (actor), Mr. Sungchul Joo (movie critic & chief editor in movie magazine), Ms. Youngjoo Byeon (movie director) visited Hong Kong to tell Hong Kong movie stories in its prime season and showcase related spots.
  • TV Viewership: 850K in average/ YouTube: 7.7M followers
  • Introduced Hong Kong in Hong Kong movie’s theme to show filming locations in famous Hong Kong movies.
• EBS 'Giant Peng TV': The most viewed program in EBS with a main host & penguin character “Pengsoo”: TV viewership: 1M viewership / YouTube: 1.8M followers
  • Featured Hong Kong's unknown sides to appeal to all generation.
  • Hong Kong story highlights: Peng Chau Island, Tai Chi master, City exploration, night market, staycation.
  • TV broadcast: 24 Nov (1st episode), 1 Dec (2nd episode)
  • 72M PV achieved.
• MBC “Omniscient point of view”: Omniscient Interfering View is an observational entertainment show that uses a documentary style to observe the life of the cast members, invited guests and their managers. Girl trio (Ms. Lee, kuk-ju, Poongja, Ms. Singiru) and Mr. Byeongjae Yu visit Hong Kong to enjoy Hong Kong’s winter mood and experience ‘Hong Kong night treats. TV viewership: 2.5M viewership / YouTube: 9M followers
  • TV broadcast: 23 Dec (1st episode) & 30 Dec (2nd episode)
  • 51.9M PV achieved (as of 31 December 2023)

HKTB Media Day (26 October)

Invited 30 media to announce Hello HK 2.0 campaign together with highlighting sound recovery of Hong Kong visitor arrivals. HKTB presentation followed by Cathay Pacific Korea and Klook on the consumer and trade trends in Hong Kong travel.

Media Coop – Cyclothon Media Fam (20 - 23 October 2023)

• Invited two media and two KOLs from Korea
• Media: Korea Travel Times & Travie
• KOLs: Mr. Jaewan Kwon & Ms. Jeon, Eunjeong
• The media and KOLs participated in the race and produced vlog and articles.

Media event - ‘HK In the Lens’ premiere in Seoul (23 November 2023)

“Directors’ Campaign” initiated by HO to showcase Hong Kong through the eyes of renowned directors from Korea, Thailand, and the Philippines in partnership with CJENM. The Korean movie “HK within me” is directed by Mr. Yoon-sung Kang, with appearances by Ms. Hyelim Woo and Mr. Chan-sung Kang.