HELLO HONG KONG 2.0 CAMPAIGNS IN SOUTHEAST ASIA

As part of the Hello Hong Kong 2.0 campaign, advertising and marketing promotions with refreshed campaign visuals were rolled out across various channels in Southeast Asia.

• Digital/Social Advertising
  Digital campaign across Southeast Asia to drive destination awareness through popular social channels such as Facebook, Instagram, TikTok and YouTube with retargeting in place. Localisation of Hello Hong Kong key visuals and video assets were fronted by faces of well-known celebrities Min Chen, Henry Golding and Pia Wurtzbach.
  
  Advertorial co-ops with The Straits Times, Mothership etc
• Out of Home Advertising in Singapore, Thailand, Malaysia and Philippines
  
  
  MEDIA FAMS AND KOL VISITS

Premium Media Fam (July 2023) - MEDIA FAMS AND KOL VISITS

In partnership with Cathay Pacific and Swire group, HKTB hosted six editors from Southeast Asian luxury media titles to experience the luxury offerings and attend the Asia’s 50 Best Bars awards ceremony in Hong Kong. The Fam trip showcased Hong Kong’s ability to offer beyond luxury experiences – through personalisation, exclusive storytelling and authentic local encounters.

Hong Kong Nights Out Fam (October 2023) - MEDIA FAMS AND KOL VISITS

Hong Kong Nights Out Fam trip invited over 60 Southeast Asian Super Fans for a 4D3N party in Hong Kong, covering key experiences such as Wine & Dine Festival, Aqua Luna and World of Frozen preview at Hong Kong Disneyland. The influencers had a great time exploring the new experiences and nightlife in Hong Kong, posting over 1,200 posts and achieving a reach of more than 50 million between them.

Under Parallel Skies Movie Production (July 2023) - TV FAMS AND PRODUCTIONS

Supported a regional movie production starring popular Thai star, Win Metawin and Filipino star, Janella Salvador. The movie showcases Hong Kong’s familiar cityscapes as well as lesser-known islands like Peng Chau. The movie is set to premiere in cinemas across Thailand and Philippines in April 2024. Press release about the filming was sent out in July and received overwhelming media response, with more than 160 media clippings generated with a publicity value of over HKD 2.4 million.

Food That Built Asia (July 2023) - TV FAMS AND PRODUCTIONS

Supported the TV production of History Channel’s “Food That Bult Asia” shoot in Hong Kong. The 30-minute episode showcased Hong Kong’s dim sum culture by exploring the history and evolvement of Har Gow available in Hong Kong. A range of restaurants and chefs were featured in the episode, including Tim Ho Wan, Four Seasons by Ser Wong Fun, The Park Lane hotel, Lin Heung Teahouse and more. The episode was broadcast in the region repeatedly since its premiere in October, generating a publicity value of HKD 12 million.

CJ Entertainment (December 2023) - MEDIA PARTNERSHIPS

Partnered with top media company, CJ Entertainment to produce a micro-film series “Hong Kong in the Lens by Asian Directors” with acclaimed directors from Thailand, the Philippines, and South Korea. Special screening of the Thai micro-film was held on 6 December in Bangkok and the Philippines edition was held on 10 December in Manila. Both events were graced by the director and movie cast. The two in-market premieres generated a total of 107 media clippings, amounting to a publicity value of HKD 1,925,814.

Cathay Pacific 10.10 Seat Sales (October 2023) - TRADE COOPERATION

Collaborated with Cathay Pacific for a tactical campaign on Hong Kong flights during 10.10 through joint marketing media buy on Facebook and Instagram ads in Singapore and Malaysia markets.

Klook.com (November – December 2023) - ONLINE TRAVEL PLATFORMS

Partnered with Klook for regional campaign across four markets of Malaysia, Philippines, Singapore and Thailand. Hong Kong travel products including flight, experiences, and accommodation were promoted through Klook’s owned communication channels and affiliated KOLs.

Trip.com (December 2023 – January 2024) - ONLINE TRAVEL PLATFORMS

Partnered with Trip.com for regional campaign across 4 market of Malaysia, Singapore, Thailand and Vietnam. Hong Kong travel products and discount coupons for flight, experiences, and accommodation were offered by Trip.com, supported by dedicated campaign page and web banners within Trip.com website and app. External media buy and social media posts to drive traffic to campaign page.

Connect Hong Kong Trade Fam (October 2023) - TRADE PROMOTIONS

Organised a trade familiarisation trip to create opportunities for MICE trade partners to reconnect with Hong Kong stakeholders through the Connect Hong Kong initiative. HKTB seized the opportunity to introduce and showcase the new MICE developments in Hong Kong to agents and invite them to attend the signature Hong Kong Wine and Dine Festival. The fam trip was attended by 42 travel trade partners from six Southeast Asian markets.

MICE Travel Agents Briefing (August – October 2023) - MEETINGS & EXHIBITIONS

Conducted physical briefings across four key markets to update MICE travel agents about Hong Kong’s latest tourism developments, MICE offerings, latest funding scheme and enhanced Hong Kong Rewards programme. HKTB also leveraged the opportunity to network with trade, event planners and corporate partners through market visits.

• Jakarta, Indonesia (August)
• Cebu, Philippines (August)
• Kuala Lumpur, Malaysia (August)
• Surabaya, Indonesia (October)

Cebu Media Fam (July 2023) - MEDIA FAMS AND KOL VISITS

Partnered with Cebu Pacific Air, HKTB hosted 10 media from Cebu to experience Hong Kong in a 4D3N trip, aiming to promote connectivity to Hong Kong from the Mactan Cebu International Airport, and to highlight new attractions in Hong Kong.

The Crawl Hong Kong (July 2023) - TV FAMS AND PRODUCTIONS

Collaborated with premier lifestyle channel, Metro TV to produce two episodes in Hong Kong for “The Crawl”, which is a food and travel TV series with famous Filipino lifestyle icons. The Hong Kong episodes were hosted by Asia’s Best Female Chef 2016, Margarita Forés, and celebrated Filipino actor and host, Edu Manzano to feature top and award-winning restaurants and bars in Hong Kong. The TV show generated a publicity value of HKD 54.7 million from 1 original broadcast and 19 replays of the 2 episodes, 8 editorial coverage, and 36 social posts.

ABS CBN (July 2023) - MEDIA PARTNERSHIPS

Collaborated with the top mainstream media in Philippines, ABS CBN in a campaign titled ‘Hello Love, Hong Kong flyaway promo” as part of their 30th anniversary celebration to capitalise on the affinity that Filipino viewers have with the one of the highest grossing film, “Hello, Love, Goodbye” and to promote Hong Kong as the top-of-mind destination for Filipinos. Fans of the movie were invited to join a contest hosted on ABS-CBN website to win a 4D3N trip to Hong Kong to revisit some of the filming locations and new attractions in Hong Kong. The media coop generated a publicity value of HKD 1.2 million with 64 media clippings.

MEGA (October 2023) - MEDIA PARTNERSHIPS

Collaborated with the Philippines top magazine media title, MEGA to produce an 8-page cover story featuring two mega Filipina celebrities David Licauco and Barbie Forteza in Hong Kong, and for the purpose of leveraging on their star power to showcase the vibrant nightlife in Hong Kong.

Cathay Pacific Corporate Office Roadshow (September 2023) - TRADE COOPERATION

In partnership with Cathay Pacific Airways and selected travel agencies, a Hong Kong roadshow was conducted in pharmaceutical company (Manila) and business process outsourcing (Cebu). Staff members of these companies can purchase attractive Hong Kong packages and deals on-site during the roadshow.

Cebu Pacific Seat Sales (Sep 2023) - TRADE COOPERATION

Collaborated with Cebu Pacific for three days seat sales to drives sales of flight tickets to Hong Kong.

Traveloka.com (May 2023) - ONLINE TRAVEL PLATFORMS

Collaborated with Traveloka, an online travel platform, to push out tactical promotion for Hong Kong.

Travel Madness Expo (July 2023) - CONSUMER TRAVEL FAIRS

HKTB participated in the Travel Madness Expo to raise awareness among consumers that Hong Kong is ready to welcome them back. Appearances by key opinion leaders (KOLs) and influencers played a significant role in attracting visitors to the booths.

Cebu Pacific Trade Update in Cebu (October 2023) - TRADE PROMOTIONS

Cebu Pacific Air and Hong Kong Tourism Board conducted a destination update to invited agents from Cebu and nearby provinces. The event was attended by 25 agents.

VIA Networking Sessions (October 2023) - TRADE PROMOTIONS

HKTB participated in VIA Philippines Networking event where we provided destination update as well as table sessions to network with over 80 sub-agents from Manila and nearby provinces.

Cathay Pacific x HSBC Corporate Travel Fair (November 2023) - TRADE PROMOTIONS

HKTB supported Cathay Pacific's private sale for HSBC cardholders in November, which offered Buy-1-Get-1 and promotional airfares to Hong Kong. HKTB gave a presentation update to ticket buyers on the recent developments and attractions in Hong Kong, as well as a Hong Kong key visual that served as a backdrop for guests to take their pictures and win HKTB merchandise upon posting on their social media accounts.

LNX Global Celebrity Getaway (October 2023) - MEDIA FAMS AND KOL VISITS

LNX Global Artiste Management, owned by Singapore’s a-list actor, Lee Nanxing, celebrated their 20th Anniversary in October by organising a getaway trip for all its artistes to Hong Kong. The celebratory trip included seven Singapore celebrities and showcased Hong Kong’s food and night activities scene on the celebrity’s social media platforms. Local media picked up the news about the celebrities visit to Hong Kong and shared stories of them enjoying Tai Kwun, Party Tram and Hong Kong’s iconic night skyline.

Hong Kong Cyclothon Fam with Velo Velo (October 2023) - MEDIA FAMS AND KOL VISITS

Partnered with Velo Velo, a cycling lifestyle brand to tap into their community of cyclists and cycling influencers to promote the Hong Kong Cyclothon and cycling experiences. As part of the partnership, four cycling influencers from Singapore were invited to fly to Hong Kong to participate in the Cyclothon’s 50km category race. Besides participating in the race, the influencers were also arranged to join the local cycling community, Rapha Hong Kong on a scenic tour to explore Hong Kong Island’s cycling trail and the Great Outdoors.

Tatler (October 2023) - MEDIA PARTNERSHIPS

Collaborated with Tatler Singapore to promote Hong Kong’s gastronomy scene and luxury experiences, including Hong Kong Wine & Dine Festival. Featuring Friends of Tatler, Fiona Xie (Singapore) and Loui Lim (Malaysia), a series of articles, video and social contents featuring locations such as Rosewood, K11 and West Kowloon District were produced in October.

VIU (October 2023) - MEDIA PARTNERSHIPS

Collaborated with video streaming app, Viu on their Viu Xperience Party in Singapore on 29 October as a destination partner. The party was attended by close around 260 Gen M-Z influencers, models and dancers. Hong Kong took the centre stage of the party with a “Hello Hong Kong” bar, serving Hong Kong inspired cocktails to inspire and promote Hong Kong’s vibrant nightlife scene to the partygoers.

Singapore Airlines Seat Sales (September – October 2023) - TRADE COOPERATION

Collaborated with Singapore Airlines (SQ) for a tactical campaign to promote Hong Kong as a key destination and to drive Singapore market visitation to Hong Kong. Leveraging on SQ owned marketing communication channels and dedicated promotional page and media ads recommendations to drive sales during promotional period.

Major Travel Agents (On-going) - TRAVEL AGENTS JOINT MARKETING

Cooperated with Singapore’s major trade partners to promote Hong Kong and drive sales through various channels like social media, digital platforms and print media, a microsite to feature consolidated travel deals from trade partners on discoverhongkong.com, namely:

• ASA Holidays (Jun - Sep 2023)
• LGE Travel (Jun - Sep 2023)
• Dreamcation (Oct 2023 – Jun 2024)
• EU Holidays (Feb-Mar 2024)
• New Shan Travel (Jan-Mar 2024)

Collaboration with EU Holidays for Cyclothon (October 2023) - MEGA EVENT PROMOTION

Collaborated with EU Holidays for a tactical promotion for Hong Kong Cyclothon. The travel agent partner has launched new cycling packages and promoted the event to cycling communities through ex national cyclist Vincent Ang.

Klook Travel Fest (October 2023) - CONSUMER TRAVEL FAIRS

Participated in the Klook Travel Fest held at Marina Bay Sands Convention Centre, where Hong Kong products, including experiences, attractions, and hotels, were promoted on the Klook app. Special discount codes were revealed at the festival. Additionally, Hong Kong was featured during a sharing session with Gen Z KOL, Benranaway, who shared their recent travel experiences and tips for visiting Hong Kong.

Enaknya Mantul Betap (September 2023) - TV FAMS AND PRODUCTIONS

Supported Trans 7, one of Indonesia’s top TV broadcasters, to shoot 7 episodes of a culinary-related variety program. Hosted by funny man Kenta, “Enaknya Mantul Betap” explored Hong Kong’s variety of food and culinary delights while exploring the various neighbourhoods. Besides the local neighbourhoods and heritage, we took the chance to promote Hong Kong’s Halal food offerings and Muslim-friendly restaurants.

Tiket.com (July – August 2023) - ONLINE TRAVEL PLATFORMS

Cooperated with tiket.com, one of Indonesia's largest online travel agents, to launch a tactical promotion for Hong Kong.

Magic of Hong Kong with BCA Bank (September 2023 – March 2024) - BANK PARTNERSHIPS

Collaborated with BCA, one of Indonesia leading banks, to promote Hong Kong attractions, leveraging on BCA’s database and extensive marketing channels and OOH platforms drive incremental sales to Hong Kong.

Major Travel Agents (On-going) - TRAVEL AGENTS JOINT MARKETING

Cooperated with Indonesia’s major trade partners to push out packages and inspire travel to Hong Kong, namely:

Jakarta:

• Anta Vaya (Oct 2023 to Jan 2024)
• Avia Tours (Sep 2023 to Feb 2024)
• Dwidaya Tours (Jul to Nov 2023)
• Golden Rama (Aug 2023 to Jan 2024)
• Panorama JTB Tours (Oct 2023 to Jan 2024)
• WITA Tours (Aug to Nov 2023)

Secondary City Agents:

• Celindo Tours Surabaya (Nov 2023 to Feb 2024)
• Haryono Tour Surabaya (Aug 2023 to Feb 2024)
• Monas Tours Surabaya (Aug 2023 to Feb 2024)
• Rodex Tours Surabaya (Oct 2023 to Jan 2024)
• Angkasa Tours Medan (Aug to Oct 2023)

Collaboration with Yuk Travel for Hong Kong Marathon (October 2023) - MEGA EVENT PROMOTION

Collaborated with Yuk Travel for a tactical promotion for Standard Chartered Hong Kong Marathon Event in Indonesia.

Agents and Airlines Travel Fairs (August 2023) - CONSUMER TRAVEL FAIRS

Featured Hello Hong Kong branding and created Hong Kong’s presence at various travel fairs through social media and offline media placement.

• Cathay Pacific Travel Fair
• Singapore Airlines Travel Fair
• ASTINDO Travel Fair
• EXTRA Travel Fair by Golden Rama
• Traveloka Travel Fair
• com Travel Fair
• Haryono Travel Fair
• Dwidaya Carnival by Dwidaya tours

Product Update with Direct Selling Association (July 2023) - MEETINGS & EXHIBITIONS

Participated in an event for Direct Selling Association to share updates on the latest Hong Kong tourism and MICE development with 100 guests of direct selling companies.

Garuda MICE Experience 2023 (October 2023) - MEETINGS & EXHIBITIONS

Participated in Garuda Indonesia’s MICE Experience 2023, a dinner event with B2B networking session. HKTB took on the opportunity to present our latest MICE and destination offerings to the attendees.

Corporate Dinner with Dwidaya (October 2023) - MEETINGS & EXHIBITIONS

Partnered with Dwidaya for the dinner event and invited their top corporate clients for joint corporate event, invited guests were treated to “A Night in Hong Kong” theme where HKTB showcased Hong Kong’s latest offering to inspire them for their next incentive trip. The event was attended by 52 guests with majority from the C-suite Level.

Girls Day Out (October 2023) - TV FAMS AND PRODUCTIONS

Supported Malaysia’s only free-to-air Chinese TV channel, 8TV in their travel reality show “Girls Day Out” to produce two episodes that promote the rich heritage of Hong Kong through different iconic movie locations. The Hong Kong episodes were hosted by three Malaysian TV hosts, Natalie Ng, Orange Tan and Charlotte Seow with special guest appearance by Hong Kong actress, Eliza Sam. The TV show generated a publicity value of HKD 3.4 million from 30 media clippings.

Axian Restaurant Trails (November 2023) - TV FAMS AND PRODUCTIONS

To promote the rich and flavourful food scene in Hong Kong through the feature of traditional Cantonese and Teochew restaurants, HKTB collaborated with Astro AEC and famous Malaysian food TV host, Jason Yeoh to discover the distinctive signature dishes that characterise jiulou establishments around the world with three episodes focusing on Hong Kong and featuring 6 restaurants. The first episode was Broadcast at end of January.

Arena Malaysia (October 2023) - MEDIA PARTNERSHIPS

Collaborated with Arena Malaysia to cover the 2023 Sun Hung Kai Properties Hong Kong Cyclothon event and to promote the cycling trails in Hong Kong. The media coop generated a publicity value of HKD 296,000 from 14 media clippings.

Major Travel Agents (On-going) - TRAVEL AGENTS JOINT MARKETING

Cooperated with Malaysia’s major trade partners to push out packages and inspire travel to Hong Kong, namely:

• Airlink Travel (Jun 2023 – Mar 2024)
• Angel Tours (Jun – Dec 2023)
• CIT (Nov 2023 – Mar 2024)
• Forever Travel (Sep 2023 – Mar 2024)
• ICE Holidays (Jun – Oct 2023, Dec 2023 – Mar 2024)
• Malaysian Harmony (Jul 2023 – Mar 2024)
• Roystar Travel (Jun 2023 – Mar 2024)
• Sedunia (Sep 2023 – Mar 2024)

The First Ultimate (July 2023) - TV FAMS AND PRODUCTIONS

Supported the production of PPTV’s The First Ultimate travel programme which showcases four episodes of Hong Kong’s latest and refreshed tourism offerings after the pandemic. Popular hosts, Tao and Max explored locations like Water World Ocean Park, Hong Kong Disneyland, M+, Tsz Shan Monastery, and interesting concept cafes that the Millennial travellers would enjoy.

Greater Bay Area Trade and Marketing Promotion (October 2023) – MEDIA PARTNERSHIPS

HKTB organised a trade and media event on 19 October 2023 to promote Greater Bay Area travel in Thailand together with Greater Bay Area delegates from Macau and Guangdong province. The campaign included digital, social media and OOH ad buys, as well as a travel programme “The First Ultimate” broadcast on PPTV. The lunch event on 19 October was attended by 127 trade and media partners and achieved 96 clippings across social, digital and TV platforms and generated publicity value of HKD 2.45 million in Thailand and Hong Kong.

Thairath TV (December 2023) - MEDIA PARTNERSHIPS

Ran a co-op with Thairath TV’s popular TV programme on fortune telling, “Kachapa Pa Pai Mu”. Celebrity TV host, Kachapa Tancharoen, together with famous Thai fengshui master, Master Katha, led a group of Thai travellers to Hong Kong for temple visits. Thairath TV’s entertainment team joined the trip to produce special news scoops on the spiritual tourism tours that are very popular among the Thai travellers.

Hong Kong Wine & Dine Festival Launch with KTC World (September 2023)

Collaborated with key bank partner’s travel division – KTC World to promote travel packages that includes entry to Hong Kong Wine & Dine festival. Beside marketing the event to their bank’s database, HKTB and KTC have organised a joint sharing session and the event was attended by 29 media partners and KOLs.

Krungsri Bank & Trip.com (October 2023) - BANK PARTNERSHIPS

Partnered with Krungsri Bank and Trip.com for a Hong Kong tactical promotion. Leveraging on Krungsri Bank’s database to drive sales of Hong Kong products using Trip.com as their fulfilling partner.

Quality Express (September 2023) - TRAVEL AGENTS JOINT MARKETING

Cooperated with key travel agent, Quality Express to push out tactical promotion and packages for Hong Kong through their social media channels.

Incentive Travel & Convention Meetings Asia, IT&CM Asia (September 2023) - MEETINGS & EXHIBITIONS

HKTB participated in Incentive Travel & Conventions, Meetings Asia (IT&CMA) under hybrid format with 3-day in-person event. Event offered international delegates on both online and offline platforms for B2B networking, learning and knowledge sharing. The team pursued business opportunities in Southeast Asia by leveraging this trade show for Hong Kong co-exhibitors to meet with MICE agents in Thailand.