The Gulf Co-operation Council region
Pre- and Post-Ramadan Family Promotion
In its promotions targeting the Muslim population in the Gulf Co-operation Council region, the HKTB puts the main focus on the period prior to Ramadan – the ninth month in the Islamic calendar, which Muslims observe as a month of fasting – in order to encourage Muslim consumers to think of Hong Kong when deciding where to go during the post-Ramadan holiday. As the peak holiday season in 2013 began in August, in June the HKTB distributed a family guidebook through a magazine in the United Arab Emirates to arouse interest in Hong Kong.
The HKTB’s promotion wasn’t, however, limited to the summer. In winter, it organised a large-scale consumer event at the family-friendly Mirdif City Centre, featuring cultural performances and games. Since the promotion targeted family visitors, the HKTB invited Hong Kong theme parks and other attractions to showcase their products at the shopping centre, and Hong Kong packages were promoted at the event.
Since awareness of Hong Kong as a travel destination is not widespread in the GCC region, the HKTB sticks to more traditional forms of promotion, such as consumer events and cultural performances, to raise Hong Kong’s profile.