Hong Kong Live at Roppongi Hills
In today’s social media-crazed world, everyone seems to have their 15 minutes of fame, but de facto celebrities continue to hold a special place in people’s hearts, and this is especially so in Japan.
Well aware of celebrities’ influence in the popular culture-dominated market, the HKTB drew attention to its “Hong Kong Live at Roppongi Hills” promotion with programmes hosted by public faces, including super model Ai Tominaga, make-up artist IKKO, and singer-songwriter Reo Ieiri. Staged at the upscale Roppongi Hills district in early November 2013, the promotion was an attempt to reboot tourism traffic from Japan to Hong Kong, which was, for a sustained period, hampered by natural disasters and currency-exchange factors. The promotion’s highlight was the announcement of Japan’s top dance and vocal unit EXILE as “Hong Kong Friendship Ambassador 2014”.
With support from Japanese celebrities and the Hong Kong travel trade, the three-day consumer promotion showcased, and reignited Japanese travellers’ interest in, Hong Kong’s local culture and Chinese cuisine.
Celebrity endorsement and large-scale consumer promotions are effective tools for maintaining Hong Kong’s presence in Japan, a mature market for Hong Kong.