Cosmopolitan Feature Story & LG’s Worldwide Promotional Video
Whereas many office ladies in Hong Kong have fallen head over heels for (almost) everything Korean, young office ladies in South Korea like travelling to Hong Kong for its food and fashion.
Targeting this fun-loving visitor segment, the HKTB invited singer-actress Eugene Kim to visit Hong Kong for the feature story “Get it Beauty” in Cosmopolitan, which was published in the summer. Making a trip to Hong Kong even more tempting were special packages featuring the voguish, Westernised SoHo district for free independent travellers, with discounts on the packages for BC Card holders, rolled out by the HKTB and its trade partners right after the release of the Cosmopolitan feature.
In the winter, in another major PR campaign generating huge publicity for Hong Kong, LG was persuaded to include Hong Kong – the only Asian city chosen – in the promotional video for their new 8k ultra high-definition TV. Given the popularity of the LG brand around the world, consumers not just in South Korea but also in major cities around the world can enjoy a beautifully choreographed light show, featuring Hong Kong’s skyline in shops selling LG TVs.
The HKTB leverages the popularity of Korean pop culture, particularly TV, to reach both Korean and other Asian travellers.