“Ching” in Hong Kong
Finding a link between a celebrity and a product is the key to success of celebrity endorsement. In 2013/14, the HKTB identified chef and TV personality Ching-he Huang, better known as “Ching” in the UK, to promote Hong Kong’s dining scene to the British audience. Having appeared in popular cookery programmes, including BBC1’s Saturday Kitchen, written five bestselling cookbooks, and developed her own cooking utensil brand, Ching has made a name for herself in the UK and even the US.
In September 2013, the HKTB invited Ching to film various mini-travelogues in Hong Kong, in which she visited her favourite spots for dim sum, authentic British food, cocktails, and more.
Back in the UK, Ching met with the travel trade and media during World Travel Market, the biggest industry event in the UK, and attended a Chinese New Year lunch organised by the HKTB to promote both Hong Kong and the bespoke Hong Kong tour package she developed with Wendy Wu Tours.
If you like cooking, check out Ching’s website for the original recipes she created with inspiration from her Hong Kong trip. You can also find the mini-travelogues on both her website and the UK version of DiscoverHongKong.com.
In the UK, PR, especially co-ops with TV, plays an important role in the HKTB’s promotions.